The University of Lugano MScom programme presents its third communications forum in Geneva:

Date and time: Thursday, September 18, 2008, 18:30 hrs
Location: Swissôtel Metropole Genève, 34 Quai du Général Guisan, CH-1204 Geneva
Speaker: Prof. Leslie de Chernatony

Theme: «A brand-new world: how challenger brands are changing marketing conventions»

Professor Leslie de Chernatony, one of the leading experts in brand research, will discuss a paradigm shift. Brands are expanding from tangible goods to services, creating a dedicated culture and engaging the customer in creating the ultimate brand value. A new stream of brands is thriving by challenging traditional approaches to brand management and marketing conventions. These “challenger brands”, which can be described as visionary, maverick and unconventional, include such well-known names as Virgin, innocent and Cirque du Soleil. Professor de Chernatony’s recent research has focused on that largely unexplored field. He will present the processes that were used to develop a challenger brand in the UK’s financial industry and will review some of the key success factors.

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