Keynote Speakers

Dr. Jean-Noël Kapferer, Professor of Marketing, HEC Paris

Jean-Noël Kapferer is one of world’s recognized authorities on brands . He is known for his advanced work on brand identity, strategic brand management, brand portfolios, brand architectures and most recently on prestige and luxury management . A professor of marketing at HEC Paris, he received his Ph.D from Kellogg Business School ( Northwestern University, USA). He holds the Pernod-Ricard Chair on the Management of Prestige Brands and teaches Luxury Management in China ( Tsing Hua University in Beijing ), Korea ( at the Seoul Luxury Business Institute ) and Japan . Author of more than one hundred articles, published in american journals ( Marketing Science, The Journal of Marketing Research, The Journal of International Marketing, The Journal of Advertising Research, Psychology and Marketing,, Advances in Consumer Research, The Public Opinion Quarterly) as well as in European journals ( The Financial Times, The Journal of Brand Management, Market Leader, etc…) he won the 2004 American Marketing Association Award for the most influential contribution to marketing thinking for his article on «Local versus multinational brand strategy» . He is the author of fifteen books on brand management , communication, word of mouth, advertising, four of them having gained wide international recognition : «Strategic Brand Management» ( now in its fourth edition,2008 ), «Re-inventing the brand» ( 2001 ), the very latest «The Luxury Strategy» ( 2009 ) all published by Kogan Page and a pioneering book «Rumours» ( 1991, Transaction Publishers) on the influence and management of word of mouth and buzz . Jean-Noël Kapferer is an active consultant to leading international corporations on brand strategy . He is also a much sought after speaker for conferences and executive seminars all around the world . His recent lectures took place in New York, Geneva, Stockholm, Beijing, Seoul, Mumbay ..

Leslie de Chernatony, Professor of Brand Marketing, Università della Svizzera italiana, Lugano and Aston Business School

Leslie is Professor of Brand Marketing at Università della Svizzera italiana, Lugano, Honorary Professor at Aston Business School, Birmingham and Managing Partner at Brands Box Marketing & Research Consultancy.

No stranger to the commercial world, after graduating with a first class honours degree in Physics, Leslie worked in the Marketing Departments of several international corporations. Intrigued by the challenge of brand building in an era of growing retailer power, he moved to the university sector and while on the faculty of the Cranfield School of Management completed his doctorate in brand marketing. His research is globally disseminated through his books, frequent international conference presentations and a significant stream of international journal articles, some of which have won best paper prizes. Leslie was elected a Fellow of the Chartered Institute of Marketing and also a Fellow of the Market Research Society He is also a Freeman of the Worshipful Company of Marketors.

Leslie's work has resulted in TV programmes and radio broadcasts. He is a frequent speaker at management conferences. Winning several major research grants helped him and his team investigate factors associated with brand success. He sits on the Editorial Boards of numerous journals.

A firm advocate of the need for managers to benefit from his work on brand marketing, he has run many highly acclaimed management development workshops throughout Europe, the USA, the Middle East, Far East, Asia and Australia. His advice has been sought by numerous organisations throughout the world on developing more effective brand strategies. On several occasions he has acted as an expert witness in court cases over branding issues.

Yves Daccord, Director General
International Committee of the Red Cross (ICRC), Switzerland

Yves Daccord has been Director of Communication of the International Committee of the Red Cross (ICRC) since 1998. In 2002, he
became a member of the Executive Board of the ICRC. This year, he also became a board member of the SPRI Swiss Public Relations
Institute. He holds a B.A. in political science. A former journalist, he joined the ICRC in 1992 and worked in Israel and the occupied and
autonomous territories, Sudan, Yemen, the northern Caucasus and Georgia. He returned to ICRC headquarters in 1997 to take up the
post of Deputy Head of the Division for the Promotion of International Humanitarian Law. www.icrc.org

Bruno Guimaraes Motta, Chairman,
Shell Brands International

Graduated in Social Communications and post-graduated in Marketing, Bruno worked as salesman, teacher and marketing manager before joining Shell in Brazil 25 years ago. Since then, he lived in different places in Brazil and abroad (UK, NL and CH) and experienced jobs in Marketing and Sales, acting as Global Advertising, Promotions and Sponsorship manager, Global Autogas Manager, Retail Latin America Marketing manager and Latin America Commercial Fuels GM, among others. Bruno is currently Chairman for SBI (Shell Brands International), the Shell subsidiary that is the proprietor of Shell trademarks, and manages their licensing to Shell companies and third parties. SBI is also responsible for the development of the Shell brand strategy and related advertising campaigns, global coordination for Shell Group marketing communications and for the management and activation of Shell global sponsorship properties like Ferrari. Married, with two daughters, he lives in Switzerland and is very fond of music, good food and wine, and travelling.

Johannes Matyassy, Ambassador and CEO Presence Switzerland

After graduating in economics from Bern University, Johannes Matyassy worked as a research assistant at the Bern University Institute of Economics, specialising in economic and social policy, from 1983 to 1985. He then spent two years in the Federal Office of Foreign Trade (BAWI), where he was responsible for the technology initiative EUREKA, for European environmental and transport issues and for the free trade agreement between Switzerland and the EC. From 1987 to the beginning of 1990, Mr Matyassy worked for the BAWI as head of the industry and trade section of the Swiss embassy in Argentina. On returning to Switzerland, he became head of the World Trade-GATT section in the BAWI. In 1991 he became deputy head of the World Trade-GATT section in the BAWI, where he was responsible for the dossiers on agriculture and market access for industry products. From 1993 to 1995 he was head of the EUREKA presidency secretariat and of the Cooperation and Coordination section in the FDFA/FDEA, where he was in charge of the preparation and implementation of Switzerland's presidential year in EUREKA and of negotiations with the EU in the areas of research and transport. In December 1995, Mr Matyassy was appointed personal adviser to Federal Councillor Jean-Pascal Delamuraz, a position which he held until June 1997. He was then elected General Secretary of FDP Switzerland. Since 2001 Mr Matyassy has been head of Presence Switzerland in the Federal Department of Foreign Affairs (FDFA). He has also been leader of the FDP in the Canton Bern since April 2004. Johannes Matyassy is married and lives in Gümligen near Bern.