This is not your usual, run-of-the mill academic conference. Be ready to participate, ready to consider new ideas, ready to forge new partnerships and think far outside your customary box.



Thursday, March 10, 2011
Kick-off and cocktails with apero riche

Friday, March 11, 2011

Keynotes, breakout sessions (incl. lunch /coffee breaks)

Dinner party

Saturday, March 12, 2001

Keynotes, breakout sessions & breaks


Program Highlights

Unique Keynote Presentations
Keynote presentations will bridge the academic-practitioner divide, featuring entrepreneurs, established academics and a few surprises!

Two days of tracked programming
Practitioner-academic panels, World Café-style all-conference dialogue on industry trends + all-academic & purely practitioner sessions. Join participants from six continents.

Experiencing Brands: A Sensory Adventure
The latest research in sensory branding comes together in an interactive, stimulate-the-senses experience.

Ph.D. Student Roundtable: Two Worlds Apart?
Are you seeking to combine academic & corporate opportunities? Committed to the tenure track? Want to build a corporate career post-Ph.D.? This pre-conference session is a chance to consider your options.


Here an outline of the conference program. The fully detailed program with all details and the partner program will be available soon.


Thursday, March 10, 2011

From 19:30

Welcome reception
Meet with conference participants for a drink and finger food in an informal atmosphere at the Hotel Lido Seegarten (official conference hotel)


Friday, March 11, 2011




Registration and coffee



Welcome and opening session
Prof. Leslie de Chernatony, Università della Svizzera italiana, Switzerland and Aston Business School, UK


Professor Lorenzo Cantoni, Professor and Dean, Faculty of Science Communication, Università della Svizzera italiana




Bruno Giussani, European Director, TED
"Radical openness: giving away your brand, developing communities, and creating spaces for engagement"



Networking activity



Manfred Stuettgen, Global Head of Branding, Credit Suisse Group

"The Credit Suisse case: the journey to a single brand "



Coffee Break



Breakout session 1

Branding and Practice I - Service Branding I - Brand Equity I - Brand Personality




Breakout session 2

Branding in Practice II - Brand Identity - Brand Relationships - Luxury Brands




Networking lunch


Roundtable session and afternoon coffee break



Breakout session 3

Branding in Practice III - Internal Branding - Brands and people - Online Brand Interaction and Exerience - Brand Associations



Professor Malcom McDonald

"The role of powerful brands in creating shareholder value"


17:15 Day one concludes


Evening program

From 19:30

Dinner party – Casino Lugano




Saturday, March 12, 2011



Welcome coffee



Geoff Linsell, Managing Director of Moving Brands

"Swisscom: creating a living identity - a case study"



Breakout session 4

Branding in Practice IV - Web 2.,0, Brand Communication and Brand Communities - Brand Equity II - Environmental and CSR Branding



Coffee break


Breakout session 5

Branding in Practice V - Higher Education Branding - Retail Branding - Social Media and Brand



Networking lunch



Monica Walser, CEO, Freitag

"Freitag-the designer bag with a conscience"



Brand experience



Breakout session 6

Branding in Practice VI - Sensory Brand Experience - Brands and their age - Places and Brands - Services Branding II



Coffee Break



Jean-François Camilleri, General Manager Disneynature Worldwide and President The Walt Disney Company France

"Disneynature - Building the 1st New Disney-branded film label in over 60 years"



Facilitated, open-space session and conclusion



Conference wrap up and conclusion



Partner Program

The partner program will offer two days of privately guided tours of the Ticino region as well as access to all conference dinners:

- Visit to the town of Bellinzona to shop at its famous outdoor market, lunch at a typical "grotto" and a visit to the UNESCO-World Heritage Castello Grande
- Boat tour of Lake Lugano, the town of Campione and the famous Via Nassa shopping street in Lugano