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7 WORLD CLASS SPEAKERS
IN ONE DAY
The Nile-Ritz Carlton, Cairo

About Brand Summit

Brand Summit story:
We live in a world that is more technology enabled and connected than ever, the old way of doing business where you create a nice logo and just throw an Ad out there is dead. People now a days especially millennials will only engage with brands that stand for certain values, values that they believe in. They will stop using a brand just because it collides with their own values, they expect PURPOSE from brands. As a brand person it could be very easy to loose sight of the fundamentals and what is important to your brand, being lured behind platforms and technology choices for fear of missing out.

Enter brand summit
To start our long brand journey, we focus on the fundamentals of a brand and the importance of PURPOSE, through this we can learn how brands grow to lead a category and create an unbreakable bond with their community. Certainly branding could be easily mistaken for advertising, marketing and sales, so we decided to start this journey in Cairo the heart of consumer engagement in the region. Baaghil, a staunch advocate for changing how brand and business is conducted in the region, leads this mission; joined by 6 inspiring industry authorities, Sidney Evans, Dahlia Zayed, Viviana La Percha, Omar Hikal, Hazem El Zayat and Youssef Shokry, who have an impressive background and experience on brand, Entrepreneurship, Digital, and Purpose driven business practices.

Purpose

“To inspire and enable brand owners to build strong brands through making a telling difference in their communities”

Brand Summit 2018 objective:
“Prepare entrepreneurs, start-ups and long-time practitioners for a new era of marketing in the region through inspiring talks and the right tools to build brands with a purpose”

Speakers

BAAGHIL

YOUSSEF SHOKRY

DAHLIA ZAYED

HAZEM EL ZAYAT

SIDNEY EVANS

OMAR HEIKAL

VIVIANA LAPERCHIA

The Topics

What is the Summit’s agenda?
The Brand Summit is a day-long event, offering you 7 inspiring sessions in the form of presentations, interviews and panels on the following topics:
.Personal Brand   .Create your Space   .Brand Map   .Story Telling   .Emotional Branding   .Evolute the Human Model   .Brand on Digital

Strategy on Differentiation and Category Ownership: “Create Your Space”

Strategy on Differentiation and Category Ownership: “Create Your Space”

BAAGHIL

To evolve your business from its current standing to a position achieving maximum returns is the result of thorough and critical assessment of your business. Through strategized branding and marketing and by adopting “Create Your Space” as your business model, evolving your business will be successful. In today’s highly competitive market, a business is required to offer far more than just quality, price and availability. It is the values you bring to your current existence as a brand or a new set of innovative values you bring in as a new market entrant.
The reality of the market leaves you with two options to sustain your business existence: either to evolve the category or revolutionize the market. The key message “Create Your Space” delivers is that success is the product of innovative proposed value maintained by a deep understanding on three fronts: the business model, branding and marketing.

6 Ways Anyone Can Build a Powerful “Personal Brand”

6 Ways Anyone Can Build a Powerful “Personal Brand”

SIDNEY EVANS

Personal Branding is the practice of defining your professional purpose and being able to articulate your experience and value to your target audience through digital media and social channels like blogs, Twitter, Facebook and LinkedIn. The art of personal branding is an integral skill set regardless of where you are in your career. It is invaluable to your employability, growth and success. Building your personal brand requires a well-planned strategy and commitment to put your best foot forward now and in the future. Your personal brand is a carefully designed message that’s compelling and attracts the right people. It helps you stand out for who you are and what you do best.
You’re ready to make a career move–maybe you’re looking for a new job, launching a side business, or eyeing a promotion. In all of these instances, boosting your personal brand can help you achieve your goal. Most know the value of a personal brand but often do not know where to begin. Anyone has the power to create a powerful personal brand once they understand the “why”, “what”, and the “how”.
Why is it important to ensure your brand message translates effectively across all channels? What does your brand currently say about you? 
How do you ensure our value proposition is communicated effectively?
Learning the importance of creating a powerful personal brand provides an unparalleled ability for you to have global reach based on your what you do best. There are six actionable steps that anyone can take today to start building their personal brand. We will explore each principle in depth with vivid case studies that are utilized from the commercial world and help you apply them to the most important product – Brand You!

The Brand Map: Meaning, Attitude and Promise

The Brand Map: Meaning, Attitude and Promise

OMAR HIKAL

Building strong brands that create value begins with a clear understanding of the anatomy of a winner brand.
Brands need to have meaning, attitude and promise in order to truly connect with today’s sophisticated consumer.

Creating brand stories

Creating brand stories

DAHLIA ZAYED

The battle for Attention is ON! Today = Competitive markets, Me-toos, Price wars, cluttered shelves and media.
Do you have a chance to stand out any more?
We are going retro and reminding you with the oldest and most powerful communication tool – Stories. Sharing successful examples; Apple , Al Maraii , KFC , GoPro, Dollar shave club.

Leading through Feelings: the Power of Storytelling and Emotional Branding

Leading through Feelings: the Power of Storytelling and Emotional Branding

VIVIANA LAPERSCHIA

If emotions are by definition the most authentic expression of humanity, storytelling is the most powerful means to convey them, stir them and letting them work their way through an audience.
What can product-driven tech startups or established companies learn from emotional branding and storytelling? Lessons from Apple, DJI, GE, Intel and other leading tech brands on the importance of being human.

Evolute: the human model

Evolute: the human model

YOUSSEF SHOKRY

The world is constantly changing and businesses are constantly trying to keep up. Building great brands currently seems harder than ever with all the volatile surroundings. it seems that everyday something new is coming up and its a challenge to put it all into prespective.
This is an insightful talk that takes you on a mind opening journey that links Darwin, great brands, a bit of history and modern culture all under the umbrella of a new word backed by a human model that will be central to brands standing the test of time.

Communicating your brand in a Digital World

Communicating your brand in a Digital World

HAZEM EL ZAYAT

With over a third of the world being active social media users, global Internet penetration of over 50% and mobile penetration of around 70% there is no question that the Digital World has changed the face of how brands communicate forever.
This massive reach and granular ability to target customers has transformed digital channels into the new CRM!

Brand Symposium

The highlight of the event, where you get to hear from 4 great minds their values and perspectives on personal, emotional branding, brand mapping and sustainability. This symposium moderated by Baaghil will bring you up to date with the latest on brand.

The brand symposium brings Osman Badran as guest speaker; Badran is an ardent storyteller in a non-traditional approach, he builds brands by design, not by chance. His diverse background in the MENA region in advertising, marketing communications and strategic corporate brand building, helps entrepreneurs breathe life into their brands.

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OSMAN BADRAN

Guest Speaker

Agenda

Concluding Remarks, and Certificates of Attendance & Photos

Concluding Remarks, and Certificates of Attendance & Photos

Time
9:00 – 10:00 am Welcome Drinks
10:00 – 11:00 am Opening Session • Welcome note by Soha Radwan, Founder & Managing Director The Brand Summit & INSPIRE
• Welcome note by Said Baaghil, Co-founder The Brand Summit and Founder of Unconventional
• Speeches by main sponsors
11:00 – 11:50 am Session 1 Sydney Evans on Personal Brand
12:00 – 12:30 pm Session 2 Omar Hikal on The Brand Map: Meaning, Attitude and Promise
12:45 – 1:45 pm Session 3 Brand Symposium with Baaghil, Sydney Evans, Viviana Laperchia, and Omar Hikal
1:45 – 2:15 pm Coffee Break
2:15 – 3:00 pm Session 4 Creating Brand Stories. The Battle for Attention is ON!
3:00 – 4:00 pm Session 5 Viviana Laperchia on Story-telling and Emotional Branding
4:00 – 4:45 pm Lunch Break
4:45 – 5:30 pm Session 6 Interview Format: Baaghil & Youssef Shoukry on Evolute the Human Model
5:30 – 6:00 pm Session 7 Interview format Baaghil & Star Guest on Branding & Advertising
6:00 – 6:30 pm Coffee break
6:30 – 7:00 pm Session 8 Hazem El Zayat: Communicating your brand in a Digital World
7:00 – 7:45 pm Session 9 Baaghil on How to Create your own Business Space and own Leadership
8:00 pm Concluding Remarks, and Certificates of Attendance & Photos

Attend

Don’t miss your chance to attend the first brand summit and get a chance to acquire real knowledge .

PARTICIPATION

Target Audience:

The Summit is an excellent opportunity at networking, it will
bring together 200 top Branding, Marketing and Communications
Directors and Managers, Entrepreneurs and Start-ups.
Inspire and Be Inspired !

Half Day participation option is possible (please consult with us)
Early bird rate (20% less), valid till November 25.
Corporate Group Rates also available for groups of 3-5 persons, 6+ people.
For regional delegates, Hotel and airport meet & assist packages are available.

4000 EGP 250 $
Premium Delegate
  • Full day conference attendance in premium place
  • A brief consultation with Experts to be scheduled
  • A certificate of attendance signed by the Top Speakers
  • Conference folder
  • Light Lunch & Coffee Breaks
  • VIP Dinner on December 19th with the speakers
2500 EGP 150 $
Standard Delegate
  • Full day conference attendance in premium place
  • A brief consultation with Experts to be scheduled
  • A certificate of attendance signed by the Top Speakers
  • Conference folder
  • Light Lunch & Coffee Breaks
  • VIP Dinner on December 19th with the speakers

Partners

Partner

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Digital Advertising Partner

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Transfer Partner

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Executive Education Partner

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Partner

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Technical Partner

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E-payment Partner

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Official NewsPaper

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Media Partner

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Digital Media Partner

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Endorsers

Allies

Partners

ABOUT INSPIRE

INSPIRE Branding & PR is an Egyptian firm established in 2010, which organized along with its sister company (Global Consultants since 2003) more than 40 international conferences and events regionally. The firm offers management, branding, marketing and pr services. Its portfolio includes major companies in the field of Finance, Education, Hotels & Resorts, and Wellness.

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BAAGHIL

Baaghil is the unconventional branding and marketing adviser. His out-of-the-box ideas ignite companies to rethink their strategies on reaching their target audience and building sustainable brands. His clientele consists of bold CEOs and CMOs of leading organizations aiming to be strikingly different from their competitors, ready to walk the unconventional road, break the chains of traditional patterns, evolve their businesses and ultimately, create brands that dominate the category. Known as the man who “evolves business”, Baaghil is able to effortlessly dive into the heart and mind of the brand and chart out a new innovative course for it to actualize and seize opportunities. With over 25 years of experience, Baaghil successfully launched and also evolved some of the most profitable and sustainable local and international brands. A few to name are: Femi9, Vivid Flair, Code Red, Tadawul (Saudi Stock Exchange), Savola, Al Muhaidib (Mayar), Al Khabeer Capital, and Makkah Techno Valley Co. (MTVC) on an unforgettable brand journey of knowledge and experience.
Baaghil has authored three books, including “The Power of Belonging”, as well as co-authored several other books. International recognition of Baaghil’s unique approach to branding and marketing is found in the pages of key publications. Dan Hill, the well-known marketing expert wrote on Baaghil in “Emotionomics”. Baaghil was interviewed by the internationally renowned brand consultancy firm, Siegel+Gale, on branding in the Middle East. Baaghil has spoken on branding and marketing in major business cities such as New York, Hong Kong, Amsterdam, Riyadh, and Doha.

YOUSSEF SHOKRY

With 15+ years of experience in marketing and Brand building across multiple markets in MENA. Youssef Shokry has helped grow brands like Pampers, Gillette, Oral-B, Braun, Oxi detergants, Tank filters, Haircode, Parachute amongst others. After 13 years of corporate experience across different companies and structures ranging from the big FMCGs to local companies, which helped broaden his experience in marketing and his understanding of companies at different stages. Youssef Started a creative digital consultancy in 2016 “The creatures”, through the agency he has worked with brands like Coca-Cola, Flo water, Uber, Tank filter, amongst others.
Youssef has always been fascinated with humans and that is the cornerstone of his understanding of marketing and the foundation to the book he is currently writing “Evolute: The missing P” a book that talks about the concept of evolution in business and presents purpose as the missing P in marketing as well as providing a framework he has developed “The human model”.

DAHLIA ZAYED

18+ years of experience in Brand strategy, Consumer and Shopper insights spanning across multiple geographies. Worked on brands such as Cadbury Dairy Milk, Trident, Global Data, TUC, Mori, Orange, Swiss Blu to name a few. Dahlia left corporate life in 2015 to embrace the entrepreneurial spirit with her brand & retail strategy consultancy- FWD. She is passionate about public speaking, coaching and sharing knowledge locally and regionally. In 2017 she rolled out series of TALKs on Shopper behavior, Future of retail, Content strategy, Gen Y & Gen Z, Innovation, Consumer trends, and Brand stories. She heads the Marketers Of Egypt community group which she created in 2005. A judge in Super Brands Egypt, and a mentor at Cheri Blaire foundation in UK empowering women in startup businesses in developing markets.

HAZEM EL ZAYAT

Regional Director Customer, Engagement Camp, Digital, MENA, Principal Consultant, Ogilvy MENA Hazem graduated with a Bachelor of Science in Computer Science from The American University in Cairo in 2002. Since then, he has developed a passion for and built a career in connecting the business world with technology. He has been a consultant to many brands, defining and implementing their digital transformation strategies, roadmaps and KPI frameworks. He worked across multiple industries and many iconic brands including a.o. HSBC, Emirates NBD, Gucci, Emaar Group, First Abu Dhabi Bank, Dubai Health Authority, The British Council, Egypt Tourist Authority, Wasl Asset Management, InterContinental Hotels Group, Souq.com, Unilever, Gulf News, Qtel (now Ooreedoo), Zain Telecom, McDonalds, Philip Morris International, Ferrari World Abu Dhabi, Sony Mobile, Yas Waterworld, Emirates, and Majid Al Futtaim Group.
He has recently completed the Strategy in the Age of Digital Disruption INSEAD Executive Education course and also holds the Post-Graduate Diploma in Digital Marketing from the Institute of Direct and Digital Marketing in London.

SIDNEY EVANS

Sidney Evans is an international expert and thought leader in branding and communications. He has published numerous articles in such publications as Branding Magazine, Forbes, and Oracle Marketing Cloud. Sidney is a pragmatic strategist and expert communicator. He helps people develop and communicate their unique brand through clear messaging and by implementing sound strategy. Sidney Evans was selected to join the Forbes Councils, whose members are hand-selected, to become part of a curated network of successful peers and publish thought leadership articles. Most recently, he was asked to contribute to the Oracle Marketing Cloud blog.
Sidney is a senior columnist and moderator of the "C-Suite" for Branding Magazine. Sidney holds an MBA from the University of Miami. Awards/Skills/Organizations: University of Miami Leadership, Professional Voice-Over Artist, SAG (Screen Actors Guild Member), AFTRA (American Federation of Radio and Television Artists).

OMAR HEIKAL

Omar Hikal is CEO of The Brand Company, a Cairo based marketing strategy and brand creation firm that specializes in helping companies to find their voice, craft their customer experience and communicate in a consistent, compelling and meaningful way. The Brand Company counts among its clients many of the region’s powerhouse brands including Ras Al Khaimah Media Office, Emaar, Samir & Aly, HyperOne, SODIC, Arkan, Orascom Development Egypt, Azza Fahmy, Mori Co, Americana, and Palm Hills. Omar is an entrepreneur with 25+ years experience in brand creation, marketing, home technology, consumer goods and real estate. His clients list include Mansour Group – Metro Markets, and Philip Morris, and SODIC. He is a co-founder and Board member of Archimedia, a multi award- winning technology installation company that is the Middle East’s leader in the residential technology space.
Omar was CEO of Archimedia from 2006 to 2014. Omar holds a degree from Boston University’s Questrom School of Business with a concentration in Marketing and Finance (1990) as well as an Executive Management Diploma from Harvard Business School. He has attended executive programs in finance, marketing and retail strategy at INSEAD.

VIVIANA LAPERCHIA

Viviana is a purpose-driven communication professional with North American, European and Asian experience in brand strategies and storytelling. She currently leads communications at WeRobotics, a hi-tech humanitarian organization that bridges the digital divide across the Global South. Besides supporting digital communications at Account Planning Group of Canada, Viviana was also a brand consultant during the re-positioning process of Global Knowledge Canada and re-branding phase of Heritage Toronto.
Viviana holds a Master’s Degree in Language Society and Communication from the University of Bologna. She speaks five languages and is a Communication and Advertising Accredited Professional (CAAP) with the Institute of Communication Agencies Canada.