HiBrand 2008 Corporate Branding

< Michael Peters UK Michael Peters and Partners

< Leslie Pascaud France Added Value Group < Gaston van de Laar the Netherlands Claessens Product Consultants

> Andrew Pourtov Russia HiBrand ArtGraphics.ru Identity

< Wally Olins UK Saffron Brand Consulting

< Justus Oehler Germany Pentagram

< Andy Turnbull UK Checkland Kindleysides

< Alan Siegel USA Siegel + Gale

International Conference on Branding > Hampton Bridwell USA BrandLogic < Lori Rosenwasser UK Landor Associates

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Corporate branding

> Robert Paulmann Germany CI-IN (Сorporate Identity Institute, Mainz,)

24-26 october 2008 Moscow, hotel Renaissance Moscow

Alexey Sitnikov Russia Image Contact Consulting Group v

< Lars Uwe Bleher Germany Atelier Markgraph

более 40 экспертов мирового уровня!

< Rodney Williams USA Addis Creson

< Randall Stone USA Lippincott

< Charlie Stott UK Wolff Olins

Serge Fenenko the Netherlands Novocortex v

< Keith Wells UK Dragon

Best conference in Russia of 2007 Organizer

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HiBrand 2008 Corporate Branding | Session 1 | 10:00-11:30, 24 october 2008

Identity and Personality of Corporate Brand The Future of Branding The world’s most experienced brand practioner, Wally Olins, discusses five big changes that are affecting the way our world works. He shows how these are relevant to brands and branding – providing insights into what corporations can do to ensure their brand gets even stronger in tomorrow’s world.

Wally Olins UK Chairman of Saffron Brand Consultants of London

Beyond Identity – Creating a Powerful Corporate Voice The report will cover the following topics: Defining Corporate Voice; Identifying World Class Companies with Distinctive Corporate Voices and why they are successful; The genesis of Corporate Voice; How to develop your distinct Voice; What benefits can you realize as a result?

Wally Olins is Chairman of Saffron Brand Consultants of London, New York, Mumbai and Madrid. He is one of the world’s leading practitioners in corporate identity and branding. He was awarded a CBE in 1999.

He was nominated for the Prince Philip Designers Prize in 1999 and received the Royal Society of Arts’ Bicentenary Medal for his contribution to design and marketing in 2000. He was given the D&AD President’s Award in 2003. In 2006 he was given the Reputation Institute’s first ever Lifetime Achievement Award. Wally Olins has advised many of the world’s leading organisations on identity, branding, communication and related matters; these include 3i, Akzo-Nobel, Repsol, Q8, The Portuguese Tourist Board, BT, Prudential, Renault, Volkswagen and Tata.

Saffron is a one brand consultancy company working from four locations, with 50 people speaking 10 languages coming from 14 different nations. They have offices in London, Madrid, Mumbai and New York, working with companies like Akzo Nobel who have just acquired ICI; and Swiss Re, the world’s largest re-insurance company. Saffron is truly international in spirit, so all the offices are staffed mainly by locals.

Saffron teams work accross offices – with staff being pulled in according to their prior experience.

Over the past three decades, Alan Siegel has become one of the bestknown figures in the branding business. He has achieved the stature of both pillar of the establishment and provocative iconoclast, while building Siegel+Gale, a leading brand consultancy devoted to positioning global companies for competitive success. As consultant, author, and commentator, Alan’s influence extends to advising organizations, such as 3M, American Express, the National Basketball Association, Caterpillar, The Girl Scouts, and The New School, creating guides for the Wall Street Journal on understanding financial markets, personal finance, retirement, and taxes, and serving on the boards of numerous business and cultural organizations.

Alan Siegel USA Founder, CEO and Chairman of Siegel + Gale

Siegel+Gale is one of the world’s premier strategic branding companies. Since it was founded by Alan Siegel in 1969, the firm has applied the art and science of simplicity to create branding programs that have helped many of the world’s best-known organizations excel. Driven by its philosophy of “Simple is Smart,” Siegel+Gale has led the way in bringing innovation to the corporate branding field. The firm has worked with an array of blue chip organizations, including American Express, Bayer, Lehman Brothers, Medtronic, Dell, Harley Davidson, Lexus, Merrill Lynch, Yahoo!, Caterpillar, Sony, Motorola, the National Basketball Association, 3M, Dow, and The Four Seasons Hotel Group.

HiBrand 2008 Corporate Branding | Session 2 | 12:00-15:15, 24 october 2008

Corporate Brand Strategies Creating brands to attract Merger and Acquisition

Michael Peters’ name is synonymous with graphic design, having been at the forefront of the industry for more than 35 years. His work has revolutionised the relationship between design and business and his influence on businesses and consumers has been enormous. The brands he has worked on range from Nike to the BBC, via Universal Studios, Martell, Vodafone, The Conservative Party, British Airways and Johnnie Walker whisky. His designs for supermarket packaging, airline identities, retailers, banks and charities have influenced all of us for the last four decades. He has worked extensively across Europe, the USA and has had a great deal of success with Russian brands too.

Michael Peters and Partners

Rodney Williams leads Addis Creson’s strategy group, bringing more than 18 years of business management experience to the firm. From innovative startup ventures to Fortune 100 corporations, he has led brand and general management programs for a diverse portfolio of companies. Most recently, as Senior Vice President of the Robert Mondavi Lifestyle Brands, he oversaw the successful turnaround of Woodbridge, the country’s top-selling domestic wine brand. Prior to Robert Mondavi, he served as Vice President of Marketing for Galileo Laboratories, a pioneering biotech firm, and Chingari, an enterprise software startup.Rodney also led the marketing team behind the launch of OnStar for General Motors. The OnStar advertising campaign garnered over 30 marketing awards, including the coveted David Ogilvy Research Award for Best Consumer Durable Campaign.

Addis Creson is a firm of brand innovators that partners with clients who have the courage to redefine their business categories and create positive change in the world around them. The company believes that mission-driven companies can lead by example and express their vision through brand experiences. Based in Berkeley, California, Addis Creson resisted the trend of network roll-ups and remained independent, in both its operations and its thinking.

Michael Peters UK Founder and Director of Michael Peters and Partners, Founder of Identica

Michael Peters will speak about how the branding process can help stimulate interest in your company and your brands, enhancing your profit, and giving a fantastic return on investment.

He will outline the brand processes and brand models that lead to increased interest from potential buyers and suitors, using Russian and International case studies to demonstrate the power of branding in building real financial value. He will talk about how to make your business more attractive to merger and acquisition from competitors, and how to achieve a more profitable sale by building brands specifically for re-sale.

Creating Meaningful Brand Value In Today’s Marketplace

Rodney Williams USA Principal, Head of Strategy of Addis Creson

Many studies have validated the importance of branding in creating value in the minds of customers and consumers and ultimately driving profitable growth. With this recognition has come a profusion of new branding initiatives, not just for consumer goods, but tied to charities, cities, even politics. If the power and ubiquity of branding has become clear, how to create meaningful brands that standouts in an increasingly cluttered marketplace is less so. This session will address the components of successful brand building by examining two effective case studies.

14:30–15:15 | Panel Discussions: How to choose a successful branding strategy that would stimulate growth of company capitalisation?

Wally Olins (UK), Saffron Brand Consulting, Co-founder, Chairman and CEO Alan Siegel (USA), Siegel + Gale, Founder, Chairman and CEO Rodney Williams (USA), Addis Creson, Principal and head strategist Michael Peters (UK), Michael Peters and Partners, Founder, Chairman and CEO

HiBrand 2008 Corporate Branding | Session 3 | 15:15-18:00, 24 october 2008

Brand Architecture Optimisation for Increasing ROI Creating a highly effective corporate brand architecture Aligning brand strategy with business strategy: Inside-out view of business – Skills, capabilities, knowledge, organization potential, and growth priorities; Outside-in – Customers, segments, markets, emerging opportunities, and competition; Building the brand platform, architecture and identity (Vision, mission, values, culture; Brand architecture; Nomenclature; Visual identity systems).

Aligning the brand with employee behaviors, actions and communications; Brand experiences; Executive behaviors and employee behaviors; Communications and messaging; Brand governance.

Aligning performance measurement with brand and business strategy goals; Brand equity value drivers and mapping; Consumer drivers and preferences; Financial drivers; Scorecards.

Hampton Bridwell USA Partner-founder and President of BrandLogic

Brand Icons – the visual essence of your brand’s architecture The lecturer will cover the following points: International developments in branding and packaging design; Iconisation; Examples of corporate icons and their usage; Examples of brand icons and their usage; The value of icons for brand architecture.

Mr. Bridwell is co-founding partner of BrandLogic, an independent branding consultancy communications firm that provides research, strategy, design, implementation, and management of brand programs. As a partner, he manages client relationships and provides the implementation teams with strategic direction. His particular area of expertise is in advising clients on how to leverage their brand program as an important leadership tool and to achieve their business objectives. Mr. Bridwell has 15 years of experience in corporate brandings, strategy, naming, identity, marketing communications, and interactive media. He has provided strategic direction for the development and implementation of branding, identity, and communications programs for clients such as Avon, BD, Chevron, Engelhard, The Hartford, IBM, JPMorgan, Legrand, Merck, Texaco, Travelers, Wyeth, and Xerox.

For nearly three decades, BrandLogic has been dedicated to building long-term, successful, and productive brand-building relationships with global corporations in a range of industries, including information technology, industrials, education, pharmaceutical, energy, consumer products, and financial services. Our philosophy is pure and simple: clarity in defining who a corporation is and what it does, and expressing it in a powerful, distinctive manner, while paying meticulous attention to the details.

Gaston van de Laar is strategy director at Claessens Product Consultants (CPC), Hilversum, the Netherlands. After working as an independent design consultant for various companies, amongst them Shell and Heineken Breweries, he joined CPC in 1996. Van de Laar’s activities focus on consulting international leading companies on strategic brand design. Furthermore, he regularly gives lectures at renowned universities and publishes in leading magazines. He holds a degree in Industrial Design Engineering from Delft University of Technology.

Gaston van de Laar, Netherlands Strategy Director of Claessens Product Consultants

Claessens Product Consultants, established in 1960, is one of Europe’s first branding & packaging consultants. For over forty-eight years we have been providing independent, specialist advice with the focus on the development of brand packaging, corporate identities and brand personalities, to international companies in the fast moving consumer goods sector. Since 2000 the agency is active on the Russian market. Clients include leading names in luxury products ranging from food and beverage to cosmetics and tobacco.

17:15–18:00 | Panel Discussions: How to use a corporate brand for product branding most effectively?

Hampton Bridwell (USA), BrandLogic, Founding Partner and President Gaston van de Laar (the Netherlands), Claessens Product Consultants, Strategy Director Oleg Beriev (Russia), Mildberry, Founder and President Andrew Dligach (Ukraine), Advanter Group, Founder, Managing Partner and President

HiBrand 2008 Corporate Branding | Session 4 | 09:00-11.45, 24 october 2008

Corporate Design and Corporate Identity Following his art studies at the Arts Academy Duesseldorf and two years on the editing team at Vogue Germany, Robert obtained his degree in communication design at the University of Arts and Design Bremen. He worked at different design- and advertising-agencies.

From 1998 until 2003 he has been working as Creative Director and Member of the Mangement Board for MetaDesign Berlin. In 2003 he started as a CI-Consultant with his own agency “crossbrand”. The projects he has been responsible for so far: Audi AG, Intel, Automobili Lamborghini, Fashion Directory, Suzuki Europe, dmc2, BP and i-mode.

In 2007 he has been appointed Professor of Corporate Identity and Corporate Design at Mainz University of Applied Sciences. In 2008 he founded the “Corporate Identity Institute”, which focusses on exploring and developing new sights on the topic “corporate identity”.

«Corporate Identity» consists of many different areas – and although these different areas belong closely together, they are mainly treated and developed separately. The main idea behind the “Corporate Identity Institute” is to channelize this aspects and to develop a common ground for discussing and developing a truly integrated process.

In 2002, Justus opened the Pentagram office in Berlin. Justus Oehler produces corporate identities, publications, environmental design and visual communication programmes for a diverse array of clients worldwide. Projects have included award-winning work for clients such as the National Grid Company (UK), the National Portrait Gallery (London, UK), the World Economic Forum (Geneva, Switzerland), the Museum fuer Film und Fernsehen (Berlin, Germany), the fashion-brand Trussardi (Italy) and the European internet service provider Tiscali (Italy). Current clients include the Philharmonie Luxembourg, Office Depot and Villeroy & Boch.He is also consultant to Citibank Europe and the ever growing global airline network Star Alliance, for whom he developed the name and identity. This project involves continuous diplomatic coordination of a large number of stakeholders internationally.

Founded in 1972 by three graphic designers, an industrial designer and an architect, Pentagram was soon acknowledged as one of the world’s leading design companies with a reputation for ideas, craft, professionalism and wit. Over three decades Pentagram has consistently produced work whose variety and quality have earned the admiration of the design industry itself, clients and the public at large.

What are we really talking about?

Robert Paulmann, Germany Professor for Corporate Identity/Corporate Design at Mainz University of Applied Sciences

Talking about branding and identity seems so easy – but in many cases there is a huge gap of understanding between agency and client. Filling this gap means: developing a common “language” and understanding the different needs and expectations. But how?

Brand implementation and maintenance

Justus Oehler Germany Partner of Pentagram

Brands are living things. They grow and need to adapt constantly. Therefore brand design can never be static but need to allow a level of flexibility.

To quote a high ranking US brand manager: “A brand should be consistent, but not uniform.” In this workshop we will highlight the importance of brand maintenance and how this is best done in practice, in order to keep brands looking fresh and alive.

09:45–10:30 | Panel Discussions: How to avoid the most common mistakes made while developing and implementing corporate identity systems?

Justus Oehler (Germany), Pentagram, Partner Bill Gardner (USA), Gardner Design, LogoLounge, Founder, President and Editor-in-Chief Robert Paulmann (Germany), CI-IN (Сorporate Identity Institute, Mainz, Germany), Professor Marius Ursache (Romania), Grapefruit, Chief Creative Officier

HiBrand 2008 Corporate Branding | Session 5 | 11:45-15:15, 25 october 2008

Corporate Branding Practice Corporate Branding in Russia: New Challenges, New Opportunities With maturity of the market increasing, competition growing, the labor market rapidly changing and the overall investment attractiveness ofthe Russian market building up, the requirements and expectations of companies, their clients, employees and other target audiences have changed significantly. In his report Andrew will analyze some illustratory branding projects of the recent years and speak about Russian projects in the field of corporate branding and criteria of their evaluation in the nearest future.

Andrew Pourtov Co-founder and CEO of ArtGraphics.ru, Editor-in-Chief of Identity

Using of corporate social responsibility as springboard for brand growth – Why sustainability is increasingly integrated into marketing strategy – Presentation of 4 responsible marketing brand models – Examples of successful and unsuccessful sustainable campaigns – A tool kit for developing a responsible marketing platform

Andrew has written many articles about branding in Russian and international media and is the author of over 30 registered trademarks.

He has directly participated in practically all the branding projects of ArtGraphics.ru as a brand strategist, consultant or project manager.

Andrew is also the producer of the international conference “HiBrand 2008: Corporate Branding”. “HiBrand 2007: Non-standard brandstrategies” was recognized by “Marketing Management” magazine as the best conference of the year in Russia, and HiBrand 2009 will deal with FMCG branding. Andrew Pourtov has spoken and held master classes at many Russian and international conferences, exhibitions and festivals of marketing, branding, advertisement and design. These include “Brand Design & Brand Experience” in Kiev (2007), “Eurasian Marketers Forum” in Moscow (2006), “Marketing in Russia” in Moscow (2006), “Advanced Branding” in Minsk (2007), “Design and Advertising” in Moscow (2003-2008), “Moscow International Advertising Festival” (2004-2008), “Kiev International Advertising Festival” (2004-2008) etc. Andrew has judged several designer contests in Russia, and in 2006 he established Identity: Best of the Best – an international contest for logos, trademarks, corporate identity and package design. In 2008 the jury of Best of the Best included Brigitte Evrard (cofounder of Pentawards), Stefan Weil (Creative Director and CEO of Atelier Markgraph) and other famous experts.

Leslie Pascaud is currently European Director of Added Value’s Responsible Marketing Practice which she launched in 2006 in recognition of a market need to reveal the unmet commercial potential for more responsible brands and businesses. Since then she has helped clients like like Shell, Yara, Monoprix, Dove, Lipton and Danone use sustainable development as a springboard for innovation and brand building. Prior to this new role, Leslie acted as innovation thought leader for the Group and ran a range of innovation, positioning and segmentation projects across a host of multinational clients.

Leslie Pascaud Euro Director Responsible for Marketing Practice, Added Value Group

Added Value offers brand development and marketing insight services to blue-chip companies across all industry sectors. Everything they do starts with insight and ends with action, in pursuit of healthy brand growth for their clients. Added Value’s approach is individually tailored to the task in hand, with one important element a constant. That’s their belief that people will always choose the brand which makes them feel the way they want to feel. With a footprint that now extends across 25 locations in 15 countries, drawing on the expertise within its global network, Added Value Group fuses brand marketing, consumer insight, innovation, and communications optimisation to help solve clients’ marketing problems.

12:30–13:30 | Panel Discussions: Experience of collaboration between Russian companies and international branding agencies Dmitry Yurtsvaig (Russia), Rus-Bank, Vice-president on marketing Ekaterina Ilvovskaya (Russia), IBS, Marketing Director Kirill Obuh (Russia), NBBK, Independent brand consultant Ekaterina Shapochka (Russia), Pricewaterhouse Coopers, Marketing Director

HiBrand 2008 Corporate Branding | Session 6 | 15:15-18:00, 25 october 2008

Rebranding Reinvention : a new generation of brands?

Charlie is a senior consultant at Wolff Olins. He joined in 2000 having worked as a venture capitalist, economic consultant, management consultant before finding his passion brand consulting. Simply, he helps transform organisations using brand as the driving tool to engage management and align resources to a common goal. His clients span a variety of sectors but tend to be international in scope and to cluster in the services sector. This includes museums and charities as well as the more traditional sectors like telecoms and finance.

Wolff Olins is the world’s most influential brand business. It has 180 people in London and New York. It started in 1965, and is now part of Omnicom. In a world of caution and conservatism, Wolff Olins is ambitious for clients. In a time of anxiety and cynicism, Wolff Olins is optimistic for the world. It helps clients break away from their competitors and become something unique – not one of many but one of one. It helps clients change the rules, change people’s minds, and maybe even change the world. Because Wolff Olins is inventive, it helps its clients be desirably different. Because it is commercially rigorous, its clients can own market territory no one else can occupy.

Wolff Olins’ experience includes for example Unilever, Beeline, Manpower, GE, Tate, Sistema Telecom and London 2012.

Charlie Stott UK Senior Brand Consultant, Wolff Olins

New consumers, and new thinking consumers, want brands to act, look and feel different. Companies are competing and collaborating at the same time; they need brands to drive business transformation. Brands must switch from glossy marketing gadgets to practical platforms for action, be less about stamps of control and ownership and more about ideology, behaviour and involvement. A new generation of brand is required. What will this new generation of brands be like; what lessons will they draw on, how will they engage, be implemented, and how do you need to react?

Rebranding: revolutional change, or evolutionary transformation?

Keith is a director and partner of Dragon, and has been responsible for the development of many of the company’s approaches and techniques in corporate branding. On graduating from Cambridge University, Keith worked as an account director and planner in advertising agencies, before joining Landor Associates where he became Director of Marketing and Consultancy for the European Region. He joined Dragon in 1995, and is now also Managing Director of the Dubai office.

Dragon is the leading independent brand agency in the world. We define, create and deliver brands that transform businesses – at consumer, service and corporate Keith Wells UK Director, Strategy & Planning, Dragon

Business leaders should use ’brand’ as a powerful means of effecting transformation in their organizations.

In times of change, the brand can provide the long-term ambition, the motivating force and the unifying element for all stakeholders. The key is to ensure that that scale and rate of change in the organization is matched by that in the brand. Examples of both approaches show that there is no standard right or wrong way, but is today’s environment making new demands?

17:15–18:00 | Panel Discussions: Experience of rebranding: what would we change now if we could?

Keith Wells (UK), Dragon, Director, Head of Corporate Branding Charlie Stott (UK), Wolff Olins, Senior Brand Consultant Michael Gubergrits (Russia), BBDO Branding, Creative Director

HiBrand 2008 Corporate Branding | Session 7 | 10:00-11.30, 26 october 2008

Corporate Brand Leadership Internal Brand Engagement: Don’t live the brand, make the brand live When everyone in an organisation is responsible for the brand, it shows.

Think of FedEx, Apple, and BP. These are the kinds of businesses that can make the most ambitious brand promises – not just because they have a great identity, but because every employee is engaged in keeping those promises with customers. Fostering that kind of internal unity is critical to the success of any major corporate rebranding programme. To achieve this, internal brand engagement is not a one-time campaign but an ongoing company-wide effort. That effort begins with brand vision, not as something vague and purely inspirational, but as a core strategy that must be brought creatively and spectacularly to life internally.

Lori Rosenwasser UK Global Director, Brand Engagement Landor Associates

Lori is the global leader for Landor’s Brand Engagement practice, working with clients to build engagement programs that align their internal organizations and employees to deliver on their brand promise. She is also responsible for the continual development and innovation of the offer across all Landor offices in the network. Lori brings the benefit of years spent working across many aspects of branding – including corporate brand strategy and identity, internal brand engagement and communications. With Landor since 1993, Lori is very much part of Landor’s global community, having led programmes out of the San Francisco, London and Madrid offices. Her clients have included Citi, BP, Volvo Trucks, T-Mobile, BDO, Eli Lilly & Company, Accenture, Lucent Technologies, Visa International and The Body Shop among others.

Currently ’Design Agency of the Year’ Landor Associates is one of the world’s leading strategic brand and design consultancies. Founded by Walter Landor in 1941, Landor pioneered many of the research, design and consulting methods that are now standard in the branding industry.

From brand strategy to action, brand expression to behaviour, our objective is always to transform brands so they attain superior business performance, transcending their competitors – and even their categories.

With 24 offices in 18 countries, Landor’s current and past clients include some of the world’s most powerful brands.

10:45-11:30 Panel Discussions: How to launch a new corporate brand internally in an efficient way?

Lori Rosenwasser (UK), Landor Associates, Global Director Brand Engagement Andrew Zdesenko (Ukraine), Biosphere Corporation, Founder and President Andrew Litvinov (Russia), Banking Group Life, Vice-president on marketing

HiBrand 2008 Corporate Branding | Session 8 | 12:00-12.45, 26 october 2008

First Persons Branding Coaching and Branding: What do they have in common?

The role of personal branding in development of a company CEOs consulting technologies Strategy of making strong personal brand and the ways of evolution. Why coaching is essential element in personal brand-building. prof. Alexey Sitnikov (Russia) Founder and President Image Contact Consulting Group

President of the National Academy of Social Technologies, Full Member of the Academy of Political Science. Member of Free Society of Social Technologists (VOST), International Association of Political Consultants (IAPC), European Association of Political Consultants (EAPC) and American Association of Political Consultants (AAPC), International Public Relations Association (IPRA), Public Relations Society of America (PRSA) and Counselors Academy, Higher Expert Council of Russian Public Relations Association (RASO). Founder of the Institute of Communication Management of the State University – Higher School of Economics. Founder, professor and head of the Department of Political Consulting and Electoral Technologies in the State University – Higher School of Economics.

Image Contact Consulting Group founded in 1989. Full range of consulting, PR and market research services Leading company in the field of political consulting and election campaigns. Conducted more than 400 election campaigns in 70 regions of Russia and CIS countries Participation in large international projects. 350 successful projects in market research, public relations, branding, anti-crisis management and organizational consulting

12:45-13:30 Panel Discussions: How to improve the relationship of target audiences with the corporate brand by changing the public image of the first persons in the company? prof. Alexey Sitnikov (Russia), Image Contact Consulting Group, Founder and President Leslie Pascaud (France), Added Value Group, Director responsible marketing practice Vassily Bogdanov (Russia), Marketing Management magazine, Publisher and Editor-in-Chief Zhanna Grinyuk (Belarus), Satio, Founder and President

HiBrand 2008 Corporate Branding | Session 9 | 10:00-12.00, 26 october 2008

Innovative Brand Experience Fenenko started his career by setting up an own business in marketing of cultural events. Then, he moved to the financial services industry, where he managed the Business Development department of the Dutch Rabobank. In 2005, he joined the interactive marketing agency Novocortex. Novocortex is part of the M! Network that bundles interactive marketing expertise of 14 Dutch companies. In this network, Novocortex is responsible for the internet strategy development and marketing of new products and services. Serge Fenenko won a number of awards on international advertising festivals, such as Golden Hammer, Golden Award of Montreux and Red Apple. All of them in the Interactive Advertising category. He studied History in the former Soviet Union and Business Administration in the Netherlands, and holds an MBA of the Rotterdam School of Management.

Novocortex is the Dutch interactive marketing agency. Novocortex is part of the M! Network that bundles interactive marketing expertise of 14 Dutch companies. In the network, Novocortex is responsible for the internet strategy development and marketing of new products and services.

Randall is an architect and consultant with over 20 years’ experience in retail identity and design, with expertise in retail strategies and customer experience. His experience in the retail industry ranges from flagship and prototype store design to concept and planning of mixeduse retail centers and event and attraction-based concepts. Randall has helped pioneer Lippincott’s sensory branding capabilities, developing signature scents, sounds and tactile expressions for many global clients. Based in the New York City office, Randall brings a broad understanding of brand and retail strategy, positioning, visual merchandising, and retail communications (including environmental multimedia) and architecture/interior design. He has worked with Bertucci’s, Champs Sports, Citizens Bank, Disney, Hyatt, McDonald’s, Nissan.

Lippincott is a leading brand strategy and design consultancy that blends art and science to create measurable results. Founded in 1943 as Lippincott & Margulies, the firm pioneered the discipline of corporate identity. Today, Lippincott works with many of the world’s leading companies, providing an integrated range of brand science, brand strategy, identity, interactive, retail design and brand management services. Lippincott operates from its headquarters in New York City and other offices in the United States, Europe, Asia and the Middle East

Benefits of digital branding

Serge Fenenko (Netherlands) Founder and CEO Novocortex

Learn how digital trends change consumer behavior, and what impact they have on your brand. Discover what benefits digital branding brings to your company. Remember what instruments of digital branding work and what don’t. Be the first to apply this new knowledge in your market. The presentation is based on real-life case studies from Western and Eastern Europe. Interaction with the audience is guaranteed.

Developing Branded Environments

Randall Stone (USA) Senior Partner Lippincott

Stone will speak on the topic of branding and its relevance to customer experience in the built environment. He will talk about what a brand is and is not, why brand is important, and how retail environments can be brought into better alignment with a company’s brand strategy. Using examples from a variety of retail categories Dixon will also provide insights into how to focus on a valuable customer, and describe how to establish “experience objectives” and develop design criteria to help guide the development of design ideas and concepts. Infiniti, Nissan, Wal-Mart, McDonald’s, Samsung, RadioShack Flagship Store, Citizens Bank, Delta Air Lines.

HiBrand 2008 Corporate Branding | Session 9 | 10:00-12.00, 26 october 2008

Innovative Brand Experience The Power of Branding Customer Retail Journeys In an age when consumers are more demanding many brands are expanding beyond the boundaries of the traditional store to create an experience that will engage consumers even more, providing a tactile experience that on-line will never be able to offer.

In a series of case studies we look at how we have worked with our clients and the diverse approaches that can be used to create a range of environments which attract different consumer groups.

Andy Turnbull is the Principal Creative Director at Checkland Kindleysides one of the largest design consultancies in the UK, he has 18 years agency experience, working with leading global companies on a wide variety of brand experiences, from graphic expression to retail, leisure and point of sale initiatives. Andy’s experience has allowed him to work with international clients such as Coca Cola, VW, AS Watson, Statoil and Virgin. Recent projects have included Sony Ericsson’s first ever store, a new retail concept for Virgin Megastores, brand experience installations for Audi and various projects for Proctor & Gamble’s.

Andy Turnbull (UK) Principal Creative Director, Checkland Kindleysides

Dynamic Environments – XXX Transforming Public Spaces: Illumination:Evolution, The Emperor Makers, SkyArena De-Materializing Exhibition Spaces: DaimlerChrysler Software-driven Space Geneva 2003, Future Zone, Mercedes-Benz IAA 2003, 2007 Creating New (Spatial) Contexts: Sound of Squares, Art|Wheel

Lars Uwe Bleher (Germany) Managing and Creative Director, Atelier Markgraph

Checkland Kindleysides: We are an independent design company, with a unique culture that has developed and grown over 28 years. Our creativity is driven by robust customer, design and market insight and an ability to make things work aesthetically, physically and commercially. We’re collaborative by nature, we’ll lead, steer and inspire, but we’ll also listen. It is this ability that has created many long standing relationships. Our offer spans a broad range of design disciplines including brand identity, graphic, retail, interior and interactive design. We work in partnership with both local and global brands across a wide range of market sectors. Current clients include Asda Stores Ltd, Boots, Design Council, Dockers, Flogas, George at Asda, Henri Lloyd, Kohler Mira, Levi Strauss, Ozwald Boateng, Procter & Gamble, Virgin.

Lars Uwe Bleher, Dipl.Ing./M.Arch, Registered Architect has studied at the University of Stuttgart and in the US. Since 2002 he teaches Design and Digital Design Media at the University of Oregon, Eugene. Since 1996 Bleher has collaborated with Atelier Markgraph, Frankfurt as Lead Architect, Exhibition Designer and Creative Director. In April 2004 he was appointed Member of the Board responsible for spatial design and became design principal in 2005. Lars has designed numerous benchmarking projects for Markgraph – including the Deutsche Telekom Showroom in Darmstadt and LAB.01, the DaimlerChrysler project at EXPO 2000. His work has been published in international design magazines such as Frame Magazine and Interior Design and was awarded by various national and international design distinctions.

Atelier Markgraph is a Frankfurt-based creative agency for spatial communication. The agency has over 20 years’ experience with major projects in the fields of culture and business, science and society. In addition to brands like Mercedes-Benz, Deutsche Telekom and Viessmann, Markgraph’s portfolio includes cities (Mannheim, Frankfurt) and museums (Deutsche Museum, Senckenberg). While globally active, the agency regularly carries out projects in its home town too. Recent examples include the high-rise projection “SkyArena"and the public vieing area “MainArena”, Frankfurt’s two flanking projects for the FIFA

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HiBrand Workshop

A fantastic opportunity to work guided by the stars of world design and branding has now become real!

At the same time as the reports, 12 workshops on design, brand management and communications will be contected by Addis Creson, Landor Associates, Pentagram, Atelier Markgraph, Gardner Design, Brandient, Advanter Group, Grapefruit, Studio Cuculic, Direct Design, Defa Interaktiv, Sahar.

Workshops include a brief theoretical introduction (approximately half an hour) and three hours of practical work done by the participants under the supervision of the expert who is conducting the workshop. Participation in the workshops is granted to every conference delegate who paid for the Workshop or HiBrand VIP packages. The maximum number of each workshop’s participants is limited to 2030 people.

Registration and payment for workshops are only available in packages, each of which includes two 3.5 hour workshops that take place on the same day and deal with one of the global aspects of corporate branding.

Workshop participants are provided with four meals a day and all the necessary handouts.

Those who wish to use their laptops can take them, but it’s not a requirement. All the workshops conducted by foreign experts will have simultaneous or consecutive translation into Russian.

The letter in the name of the package stands for workshop type: D – design, M – brand management, C – communications. The number in the name of the package stands for the day of the conference when these workshops are held (1st, 2nd and 3rd).

HiBrand 2008 Corporate Branding | 10:00-18.00, 24 october 2008

Workshop D1 Bill Gardner (USA), President of Gardner Design, Founder of LogoLounge.com Bill Gardner attended Kansas State University and Wichita State University where he earned both a BBA in Marketing and a BFA in Design. As president of Gardner Design, his firms work has appeared or been featured in Communication Arts, Print, Graphis, New York Art Directors, the Museum of Modern Art and many other national and international design exhibitions.

How to Use Cultural Trends for Developing of Corporate Identity

Cristian “Kit” Paul (Romania) founding partner and Creative Director, Brandient Kit is deep-rooted in corporate identity while publicly advocating the role of design in business and society . The works in his portfolio have won not only numerous international design awards in international competitions but also the daily recognition of from the Romanian consumer.

Создание живого фирменного стиля и установление его связи с рекламными коммуникациями

This Workshop will discuss the importance of understanding the origin of trends to allow us to anticipate and create future trends. We will start by investigating the significant trends that were established in logo design over the last decade. Secondly, we will look at the evolution of these trends and the emergence of new trends and how society has influenced their development. Four fields of focus will include False Motion, True Motion, Transparency, and Embellishment. Finally we will discuss how we can forecast where identity design will be going over the next decade. We will explore what the next generation of identity design might look like, smell like, sound like, and how we will lead in it’s development.

Мастер-класс сфокусирован на развитии комплексных визуальных образов и механики бренда для компаний и продуктов со сложностями в дифференциации и стратегиях дифференциации с помощью внесения индивидуальности марки посредством дизайна. Участники мастер-класса будут разделены на 4 группы и под руководстом Кристиана разработают 4 варианта концепции динамичного фирменного стиля, способного органично и эффективно интегрироваться во все рекламные коммуникации, а иногда и полностью заменять собой традиционную рекламу. В заключение состоится обсуждение всех представленных идей и решений.

HiBrand 2008 Corporate Branding | 10:00-18.00, 24 october 2008

Workshop M1 Andrii Dligach (Ukraine), Co-founder and Managing Director of Advanter Group Andrii Dligach is Managing director of Advanter Group, PhD Economics, associate professor of the International Economy Chair of the Kiev National Shevchenko University, co-founder and leading expert of Ukrainian Marketing Association, member of international professional jury of “Brand of year” (Belarus), business-consultant, author of the 80 publications and 6 books on the strategic planning, marketing, brand management. Has realized more than 400 consulting and branding projects.

Development of the brands’ system strengthening strategy

Rodney Williams (USA), Principal and Head of Strategy, Addis Creson работал директором по маркетингу услуг в General Motors, и был также директором по группе продуктов First Aid / Medicine/Home Health Care в Johnson & Johnson’s. Родни был членом правления Insight Center с 2004, а сейчас является его Вице-председателем. Родни Вильямс получил диплом бакалавра политических наук в Колледже Amherst, а затем закончил программу M.B.A. по маркетингу и финансам в Kellogg School of Management.

Brand Building: A Practical Approach to Crafting An Effective Brand Strategy

Workshop participants will learn how to: – Formulate the task for corporate brand development depending on vision, strategic objectives of business and the stage of business’ life cycle – Plan the architecture of the brands’ system of company and define the role of corporate brand in the system – Choose the optimum brands’ system strengthening strategy

The competitive business landscape has rarely been more difficult as it is today. Fast moving markets, rapidly changing consumer involvement, globalization and fierce competitors at every turn all serve to raise the stakes regarding the important of crafting an effective brand strategy.This participatory workshop will cover proven techniques for developing an effective brand strategy. Workshop participants will learn: – How to structure an effective brand strategy – Thorough understanding of components of brand positioning and how they can be deployed to create an impact brand image – Applied techniques for enabling colleagues, especially those outside of marketing, to use, embrace and support brand marketing and positioning

HiBrand 2008 Corporate Branding | 10:00-18.00, 25 october 2008

Workshop D2 Designing the space of an exhibition stand Lars Uwe Bleher will present a in-depth case study of an dynamic environments project and introduce 12 principles of exhibition design.

Bleher has developed the principles as part of his research at the University of Oregon, USA. The Technische Universitat Darmstadt has also adopted the principles for their teaching.The subsequent design charrette will feature group work and examplary problems to deepen the knowledge and apply the principles from the first part of the session.

Brand implementation and maintenance Brands are living things. They grow and need to adapt constantly. Therefore brand design can never be static but need to allow a level of flexibility. To quote a high ranking US brand manager: “A brand should be consistent, but not uniform.” In this workshop we will highlight the importance of brand maintenance and how this is best done in practice, in order to keep brands looking fresh and alive. With so much talk and pseudo-science about brands, many brand managers are confused about what to do. They no longer trust their own gut feelings but ask brand-specialists for help and end up in expensive, long-wound, process-driven brand development projects which make them even more insecure but make their consultants rich. And in the end the visible result, the actual brand design, is often bland and interchangeable.

Lars Uwe Bleher (Germany), Managing and Creative Director of Atelier Markgraph Lars Uwe Bleher, Dipl.Ing./M.Arch, Registered Architect has studied at the University of Stuttgart and in the US. Since 2002 he teaches Design and Digital Design Media at the University of Oregon, Eugene. Since 1996 Bleher has collaborated with Atelier Markgraph, Frankfurt as Lead Architect, Exhibition Designer and Creative Director.

Justus Oehler (Germany), Partner of Pentagram In 2002, Justus opened the Pentagram office in Berlin. Justus Oehler produces corporate identities, publications, environmental design and visual communication programmes for a diverse array of clients worldwide. Projects have included award-winning work for clients such as the National Grid Company (UK), the National Portrait Gallery (London, UK), the World Economic Forum (Geneva, Switzerland).

HiBrand 2008 Corporate Branding | 10:00-18.00, 25 october 2008

Workshop M2 How to Turn Brand Management from Strategy into Practice Focusing on brand management aspects in the life of a brand, the workshop focuses on teaching participants how to approach several critical processes, giving them valuable insight and tools. You will learn how to optimize the architecture of your brand portfolio, how to evaluate creative work (from naming, logo design to package design and advertising) in a less-subjective way, how to create and maintain a brand management plan for your organization and how to prioritize brand applications during a rebranding or brand revitalization process, based on cost and duration of implementation.

Brand Driven Business Transformation: How brand vision translates into products, processes and people Landor Associates invites registered participants to this workshop on how a brand can transform both your business and the experience provided to customers. The interactive work session will clarify how important it is to think about the brand experience from an end consumer standpoint in our ever increasingly competitive consumer brand world, then to develop a unique insight into how consumers interact with brands at various stages of the experience. Successful brands understand key moments within their overall customer relationship and leverage them in a way which allows their brand to build a closer rapport with their clientele.

Stefan Liute (Romania), Strategy Director of Grapefruit Stefan is co-founder of Grapefruit and, for more than ten years, has created verbal identities and strategies for corporate, consumer and online brands in Romania, Europe, Middle East and the Americas, and has good knowledge of cross-cultural issues.

Marius Ursache (Romania), Chief Creative Officer of Grapefruit Marius founded Grapefruit in 1999, after working as a graphic artist and designer in mass-media and design companies in Romania, UK and US. Lori Rosenwasser (UK), Global Director, Brand Engagement of Landor Associates Lori is the worldwide leader of Landor’s Brand Engagement practice, working with clients to build engagement programs that align their internal organizations and employees to deliver on their brand promise.

Andrew Welch (UK), Executive Director Corporate Brands, Europe of Landor Associates Currently leading Landor’s Corporate Brands team across Europe, Andrew Welch has spent over 10 years in the consultancy’s London, Paris and Madrid offices.

HiBrand 2008 Corporate Branding | 10:00-18.00, 26 october 2008

Workshop D1 Vanja Cuculic (Croatia), Founder and Creative Director of Studio Cuculic In 2002 he becomes a co-founder of the design studio Clinica, and in 2004 he forms Studio Cuculic. From 2004 to 2007 works as an assistant professor for Visual Communications at School for Design in Zagreb.

Zeljka Pencinger (Croatia), Art Director of Studio Cuculic After finishing High School for Applied Arts and Design, in 1998. continues her education in Zagreb, at School for Design, Faculty of architecture. At the end of 2004 she begins to work in Studio Cuculic.

Leonid Feigin (Russia), Co-founder and Creative Director of Direct Design Then he received an offer of appointment in “Solo-design” as an art director, and in 1993 Leonid organized together with Dmitri Perishkov their own atelier “Direct design”, and continued to be the co-owner and one of art directors of this company. This studio is among the leaders on the market of graphical design. Author and curator of his own course in British Higher School of Art and Design.

3 methods of creating visually strong logos Dividing logos into 3 main groups (imaginative, figurative, monograms) – by using several well-known examples, the participants will get to know the difference, adequacy and semantics of each of these three approaches. By exploring the possibilities of re-branding selected logos through other two manners, they will learn of advantages and disadvantages of a certain example, and get to know how to create their own visually strong solution for particular project by choosing the right approach.

How the Booklets Give Away the Show: An Analysis of Corporate Literature Corporate literature is a unique communication vehicle. Four dimension of influence (4 D): narrative, stylistic, tempo-rhythmic and physical.

– Increasing the possibility to “give away the show” in corporate literature in comparison with other vehicles – 2D or 3D. – The system of coordination between dimensions and values. Main types of dispatch. Variation.

– Wonderful effects of combination of dimensions. How could one dimension enhance or destroy another?

– Boundless world of creativity in 4D dimension. Examples in each dimension.

HiBrand 2008 Corporate Branding | 10:00-18.00, 26 october 2008

Workshop С3 Roman Pavlenko (Russia), Creative Director of DEFA Interaktiv Roman Pavlenko has worked in DEFA for 6 years, starting as a designer and moving on to art direction. He participated in the development of the most successful and well-known projects in DEFA, receiving awards from international and Russian festivals. He has also worked in Arc Interactive, participating in the launch of Malboro website and responsible for the interactive part of integrated advertising campaign for McDonalds, Wrigley. Cllients include Diageo, General Motors.

Analysis of Typical Mistakes of Brand Communications Online Adaptation

Andrey Fedorov (Ukraine), CEO of Sahar In 2004 together with partners he founded UNITED COMMUNICATIONS GROUP. Since 2005 Andrey lectures Marketing and Creativity in one of the best Ukrainian business schools ’KMBS’. Andrey is a prize-winner ’Advertising Trace Prize’ (’Sled vReklame’) for personal contribution to the development of Ukrainian Advertising Market.

Alexandr Rodionov (Ukraine), Creative Director of Sahar

Creative Practices

Participants of the workshop are divided into 4 groups, one group represents the customers, and three groups – the contractors. Customers write brief and contractors make a proposal on the basis of this brief.

Then the results are summed up, and the group that coped with the task best is determined. The workshop participants will learn to understand the specific features of Internet advertisement and obtain a new experience (changing of roles: contractors become customers).

The workshop will be devoted to creativity in business – both in marketing and business development strategies. It will unfold the topic of how to develop and fulfill creative marketing strategies in highly competitive tensive environment. Also – how to incorporate creative and innovation approach into business as itself.The basis for conversation in auditorium will be in mix of theses and case studies. The list of cases comprises Ukrainian, Russian and international experiences (of SAHAR which is successful both un Ukraine and Russia, as well as other strong creative agencies). Auditorium will be interactively involved into creative process both in the presentational and practical parts of the workshop.

Reviews of the International Conference on Branding HiBrand 2007 Non-Standard Brand Strategies The conference HiBrand 2007 “Non-Standard Brand Strategies” was named “Best conference of 2007 in Russia” as one of the most important results achieved in the field of marketing and management that year. According to Vasily Bogdanov, Editor-in-Chief of the “Marketing Management” magazine, the best conference was chosen by many characteristics out of more than 60 conferences on marketing, branding and management that took place in Russia in 2007.

Michael Peters, CEO of Michael Peters and Partners “I think you did a brilliant organisational job with the conference and I was so pleased to be part of the event. I hope that I will have the chance to collaborate with you again in the future.”

Arne Brekenfeld, Chief Client Officer of Metadesign “I was highly impressed by the professionalism and positive attitude of the organisation commitee and hope that HiBrand will be an sustainable institution for branding in Russia in the future.”

Dominique Specht, Senior Consultant of Interbrand Zintzmeyer & Lux AG “I’d like to say thank you to all of your team for the great work. I think this was a great and successful conference and we would be pleased to take part in events to come.”

Tatyana Sharaeva, Managing Director of Marketing, Advertising and PR department of “Bank of Moscow" “For the first time in Moscow one could see and listen to so many branding gurus. Each of the speakers deserved an attendance for his report or workshop. Especially welcome were many contemporary examples of branding strategies and rebranding, with a detailed discussion of each example” Nikolay Zhavoronkov, Marketing Director of the Moscow office of Jadran Galenski Laboratorij (Croatia) “HiBrand 2007 was a great pleasure for me.

The highest level of speakers – world-class stars of branding and design – is an unprecented occurence in Russia. Nothing like this happened before. From my own experience as well as my conversations with conference participants and speakers, I may assume that HiBrand will become event #1 in Russia in the field of branding and will receive worldwide recognition. I take this opportunity to express my gratitude to the conference organizers, who are not only solving professional problems, but also give a chance to hundreds of Russian experts to see and listen to living branding legends дают, and facilitate Russia’s integration into the international branding community”

Advertising portal AdMe.ru “The HiBrand 2007 Conference is literally a grand event – considering both its scale and its importance” Ken Cato, Co-Founder of Cato Purnell Partners “At the conference HiBrand 2007 representatives of agencies, which are best of the best in their markets, have delivered their speeches.

Exchange of information has been very interesting, open and honest – this spirit highly encourages the development of our industry. I think that in the future HiBrand will become even better.”

Andrey Litvinov, Senior Vice President of “Probusinessbank”, Life banking group “I think the conference was a definite success – you don’t always have to spoil before you spin! Moreover, I feel that it was the most informative and helpful conference I have visited during the last couple of years. Of course, there were some shortcomings in the organization of the event, but I’m sure that in the future those problems will be dealt with, when the next conference is organized. A great thank you for the organizers, they have actually managed to gather the world branding elite in Moscow and set a very high standard for everyone else – keep it up and I’m very much looking forward to the next conference!”

Edwin Schmidheiny, Creative Director of Interbrand Zintzmeyer & Lux Moscow “I was very glad to see the variety of presentations from the major brand consultancies, and the personalities who presented. For me personally, to be connected again to the international community was rewarding. Refreshing was also that, beside the big three, there were some other agencies of international scope. As the presentation format was open, it was a good mix of presentations, some more in-depth then others. We all have very similar tools and approaches, and the same recommendation to the Russian market: branding is not about some quick fix design, but about a serious strategy development as a basis in order to create a sustainable brand.

Beside some potential branding clients, there seem to be a lot of small local agencies, eager to learn from the big ones. The food was very good, the party venue excellent. I am looking forward to next years conference.”

Sergey Minyuk, Director of Vivadesign! studio “I feel this is indeed a landmark event – gathering such legends of world design as Michael Peters, Ken Cato, James Sommerville and many other outstanding speakers at the same place and at the same time sounds almost unbelievable. “Almost” is the key word. Great that the organizers of HiBrand had enough courage and professionalism to make it real.

Thank you very much!”

Address to the Participants Many Russian companies make highquality products and provide excellent services, but cannot establish themselves on the market because they don't have a clear identity, image and reputation. Corporate branding, a complicated mix of strategies, brand management, design, communications and corporate culture, is still a barely explored field in Russia and is present on the market with only a few successful projects. In October 2008 the Identity magazine will hold a unique three-day conference HiBrand 2008 Corporate Branding, the participants of which are world leaders of branding, leading Russian agencies, as well as owners, marketing directors and top managers of the biggest and most interesting brands. HiBrand 2007 was named the best conference of the year in Russia, but the sky is the limit. See you at HiBrand 2008!

Andrew Pourtov Editor-in-Chief of Identity producer of HiBrand 2008

Format of the event:

Organizers of conference:

Three days and three evenings of professional communication and sharing of experiences between 400 specialists in the spheres of branding, marketing, design, advertisement and communication. The conference agenda includes 9 sessions, 18 reports, 6 round tables and panel discussions, one press conference, 12 workshops, two cocktail parties and the HiBrand Party.

"Identity” is the first Russian magazine about branding and commercial design. The mission of “Identity” is the formation of open and civilized branding and commercial design market in Russia. The editorial staff of “Identity” collaborates directly with the worldwide leaders in the sphere of branding, marketing, design and communication and receives information from them. After the first publication of the magazine (at the end of 2004) the “Identity” magazine was named “debut of the year in Russia” in the sphere of advertisement and marketing. In 2005 “Identity” was nominated for the competition “Brand of the year/ EFFIE” in the category “Mass media”. In 2006 “Identity” joined the international ICOGRADA Design Media Network and since the beginning of 2007 it is published in two languages: Russian and English.

Speakers: All 40+ speakers of HiBrand 2008 are professionals of the highest level, representing the leading world and Russian brand, consulting, advertising, communications agencies, as well as top managers, marketing, PR, and brand directors of the leading world-famous companies.

Leadership: Our previous conference, HiBrand 2007 Nonstrategic Branding Strategies, was named “Best conference in Russia of 2007”. This choice was done by editorial board of the magazine “Marketing. Management” among 60 branding, marketing and management conferences, which took place in Russia in the year 2007. Among other conferences, HiBrand 2007 was ahead of such events as Marketing Director Summit, Top Marketing Management and “Marketing in Russia”.

Participants of the conference: CEO and owners of the companies, marketing directors, experts in corporate communications, strategists, art directors, creative directors, advertisers, business and industrial mass media.

Tariff HiBrand includes:

hotel Renaissance Moscow

Registration: +7 (495) 987-3807, +7 (495) 761-6272, info@artgraphics.ru, www.hibrand.ru, Nataly Egorova

– attending any reports during three days – conference materials on DVD - film about the conference – infopartner materials – four meals daily – participation in HiBrand Party – simultaneous translation of all reports (English/Russian) – WiFi Internet connection in the conference halls Payment till 30.09.2008 – 1400 euro Payment till 24.10.2008 – 1650 euro

Tariff HiBrand VIP includes: – attending any reports during three days – attending any two four-hour workshops – the most comfortable seats in conference halls – conference materials on DVD – exclusive infopartner materials – film about the conference – four meals daily - participation in HiBrand Party – simultaneous translation of all reports (English/Russian) – WiFi Internet connection in the conference halls Payment till 30.09.2008 – 2100 euro Payment till 24.10.2008 – 2500 euro

Contact information: "ArtGraphics.ru” LLC, tel +7 (495) 987-3807, 761-6272, fax: (495) 987-3807 Post address: 125475, Moscow, p.o. box 3 Producer of HiBrand 2008 Corporate Branding Andrew Pourtov Deals with: sponsorship, information sponsorship, speaking at the conference, conference programme and workshops.

Coordinator of HiBrand 2008 Corporate Branding Nataly Egorova Deals with: sponsorship, information sponsorship, participating in the conference as a volunteer, accommodation for non-resident guests in Moscow.

Tariffs Workshop D1, D2, D3, M1, M2, С3 include: – attending two four-hour workshops on the same day – consecutive translation of all workshops (English/Russian) – four meals on that day NB: Tariffs D1, D2 and D3 include two design and visual branding workshops, tariffs M1 and M2 – two strategic and brand management workshops, and tariff C3 – two advertising and marketing communications workshops.

Payment till 30.09.2008 – 500 euro Payment till 20.10.2008 – 600 euro DISCOUNTS: – 2 participants from one company – 5% - 3 to 5 participants from one company – 10% – 6 to 9 participants from one company – 15% – 10 and more participants from one company – 20% – subscriber of Identity magazine (at least 8 issues)– 5% – participant of HiBrand 2007 conference – 10% All discounts could be summarized.