Among the elemental roles of brand: 1) is to create what Ehrenberg-Bass calls distinctive memory structures, and 2) is to build familiarity and fluency. At a time when B2B brands need to reinvent themselves regularly, these roles have come into sharper focus in B2B than they have ever been. In fact, the job of a brand marketer is often not to create memories, but to re-create them. At this session, we’ll hear ‘why and how’ from brands in the midst.

Greg Boosin
CMO
Equitable

Richard George
Global Head of Platforms Marketing
BNY

Alli Warren
Global Head of Brand Strategy and Design
DTCC

Moderator
Anthony Toguchi
Head of Institutional and Digital Marketing (former)
Vanguard