ELIZA KOWAL-BOURGONJON
Brand strategist

Eliza is passionate about in-depth research and translating complexity to clear frameworks and simple ideas. With her PhD in communication science, she brings together academic background and years of experience in creative sectors of Poland, Belgium and the Netherlands.

In this unique combination of Futures Thinking and branding, we will discover the possible scenarios for consumer brands’ evolution. Exploring the short-, mid- and long-term horizons, we will talk about opportunities and risks related to these possibilities. The presentation is designed to ignite inspiration and imagination, enabling the audience to reflect on the future of their own businesses and brands.

What’s the place of branding in your business-communication setup? Is branding only about the visual identity? How to build a brand that works? With years of experience in the domain, we come with the final answer: that there is no final answer. But we have all the tools to find the one unique to each business. We’ll share our approach to building Smart Brands in this inspiring, hands-on talk.

In this talk, we explain how an open, holistic understanding of ‘design’ can help build and maintain brands that truly stand out. Typically, brand-related work is divided into bigger and smaller categories and processes. Teams work in their silos to develop the right solutions: from strategy to visual design, to service, marketing activities, community building…

While all this expertise needs to be cultivated within its respective fields, the brand design, growth and optimisation should be overlooked from a holistic, design-thinking perspective. Let’s find out how to approach it.