Recap of 'Brand – Beyond the Logo' Event: Key Insights from Industry Leaders

On 6th November, the Brand – Beyond the Logo event, hosted by CIM Yorkshire, brought together an inspiring panel of experts who shared their unique perspectives on brand-building in today’s rapidly evolving landscape. The discussion covered essential topics, from the importance of authenticity and adaptability in branding to the ethical use of AI, sustainability, and crisis communications. Below are the key takeaways from each panellist and speaker.

Chris Daly – The Role of Marketing in Better Business Decisions

“Marketing helps make better business decisions.” 

Chris Daly kicked off the event by discussing how marketing can guide businesses toward more effective decision-making. He emphasised that marketing is no longer just about promoting a product or service but is integral to shaping strategic business choices. He also discussed how professional marketing elevates a brand’s ability to anticipate customer needs and market trends, reinforcing its importance in boardroom discussions. “Marketing helps make better business decisions,” Daly noted, underscoring the profound impact marketers can have beyond traditional boundaries.

Key Insight: Marketing’s influence on business decisions extends far beyond sales; it helps companies better understand customer needs and position themselves for long-term success. CIM offers a range of resources like podcasts, webinars, and digital qualifications that are concise and accessible for busy professionals, helping marketers keep their skills and knowledge current.

Ed at MET Marketing – Building Trust through Content

“When you’ve built trust, your audience will come to you for information.” 

Ed captivated the audience with insights on trust as a cornerstone of successful branding. Drawing inspiration from Martha Stewart’s approach to content marketing, he highlighted the idea that a trusted brand becomes a natural source of authority for its audience. Ed explained that trust isn’t built overnight but through consistent, value-driven engagement. This trust translates into loyalty, turning customers into advocates and creating a foundation for long-term success. He encouraged marketers to prioritise authenticity and reliability in their messaging to sustain this crucial connection with their audiences.

Key Insight: Trust is the foundation of lasting customer relationships. Brands must focus on delivering value and consistency to earn their audience's trust.

Matt Adams – Humanising Brands through Storytelling

“Find your place, find your position in your market”

Matt Adams brought a unique perspective from his work with Leeds Rhinos, showcasing the power of storytelling in sports marketing. He shared how emotional connections and compelling narratives have played a pivotal role in humanising the Leeds Rhinos brand, strengthening ties with fans, and fostering a sense of community. Whether through game-day experiences or showcasing player stories, Matt highlighted that storytelling allows brands to resonate deeply with their audiences. “We are a family,” he explained, referencing the inclusive culture Leeds Rhinos has built, which extends beyond the sport to unite diverse communities.

Key Insight: Brands should strive to be relatable and authentic. Telling stories that resonate emotionally with customers is key to building lasting brand loyalty.

Danielle Lee – The Balance Between Consistency and Flexibility in Branding

“Consistency doesn’t mean cookie cutter”

Danielle Lee delivered an impactful perspective on brand consistency, challenging the traditional notion that it requires strict uniformity. Instead, she argued for a more dynamic approach—a flexible framework that empowers brands to adapt while staying true to their core identity. She highlighted that consistency isn’t about replicating the same visuals or messaging across every channel but about maintaining a cohesive brand essence that resonates with audiences in diverse contexts.

Key Insight: While consistency is essential, brands must be agile and ready to evolve when necessary, especially to stay relevant in a fast-moving market.

Lawrence Christensen – Building Brand Performance for Long-Term Success

“There is no performance without brand.”

Lawrence Christensen delved into M&S’s bold transformation from a single heritage brand to a "house of brands." He described how introducing over 150 third-party partnerships helped M&S attract new audiences and expand its market reach—all while staying true to its identity. Lawrence emphasised that this evolution required a delicate balance of innovation and tradition, ensuring the core brand remained intact. “There is no performance without a brand,” he stated, stressing that robust brand-building efforts are critical to achieving sustained growth and long-term sales performance.

Key Insight: Brand-building is essential for sustained business growth. It takes time and investment, but the results are worth it when the brand is carefully nurtured.

Steve Dobson – Proactive Brand Protection

“We need to proactively enforce brand protection to maintain its integrity and value.”

Steve closed the event with a focus on the importance of protecting brand integrity, particularly in an age where online feedback and crises can escalate quickly. He advised businesses to take a proactive approach to safeguard their brand values and reputation. He also addressed the emerging role of AI in content creation, highlighting its ability to help marketers produce high-quality original assets quickly. However, he cautioned that businesses must use AI responsibly, understanding the ethical implications and potential risks involved -- “AI – it’s never been easier to create content, original and physical assets inside the content.”

Key Insights: Brand protection is not just about reacting to crises, but also about creating a robust framework to prevent potential issues and maintain brand trust. While AI offers exciting opportunities for content creation, businesses must ensure that they are transparent and accountable in their use of this technology.

TLDR: The Evolving Role of Brands

The Brand – Beyond the Logo event provided a deep dive into the complexities of modern branding. From the growing influence of AI and the need for ethical practices to the importance of authenticity, trust, and sustainability, the panellists offered invaluable insights on how brands can thrive in today’s competitive landscape. The key takeaway is that brands must be flexible, human, and responsible—while always remaining true to their core values and heritage.

In an ever-changing world, it’s clear that the future of branding isn’t just about logos; it’s about culture, people, and meaningful connections.

By Rebekah Newsom, Masimo Consumer