on Brand Authenticity

21 June 2013, Clouds – Prime Tower – Zurich

ExEcutivE confErEncE

on Brand authEnticity

Kalaidos University

of Applied Sciences

Switzerland

The University for Professionals.

21 June 2013, Clouds – Prime Tower – Zurich

ExEcutivE confErEncE

on Brand authEnticity

Executive Conference on

Brand authEnticity

the one-day Executive conference presents

authen-ticity as an essential competitive characteristic and

advantage for 21st-century brands.

two well-known

researchers and two experienced practitioners

high-light to what extent authenticity is a significant driving

force in their activities. the senior executives explain

how they built the brands of their high-quality ser-

vices and goods in a convincing manner, and how authen-

ticity is relevant to their success. they share experien-

ces and shed some light on their future plans. the two

researchers set the theoretical groundwork for authen-

ticity and illuminate how authenticity contributes to the

overall competitiveness of brands today.

Target Audience

The conference is aimed at senior execu-tives who are responsible for the branding strategy of a company as well as at com-munication experts. Participants share a special interest in how companies define their value propositions and brand prom-ise in a convincing and authentic way, or bear overall marketing responsibilities. The workshop is conducted in English, the presentation of Jorge Lozano in French.

Registration Fees

- Regular attendees: CHF 400 - Participants or alumni of Kalaidos

University: CHF 200

The fees include lunch and break refreshments

For reservations please get in touch with Veronica Farkas:

[email protected] or+41 44 200 1963

Venue

The executive conference is conducted at Clouds, Prime Tower, Maagplatz 5, Zurich

10.00 – 10.15 Introduction to the program

Dr Peter Stapfer, Kalaidos University of Applied Sciences 10.15 – 11.00 Brand authenticity – a time-related issue

Prof Andrea Semprini, Université Lumière Lyon 2

11.00 – 12.30 Repositioning of our brand to conquer the emerging markets Mr Raymond J. Baer, Honorary Chairman of Julius Baer Group Ltd., Zurich 12.30 – 14.00 Networking lunch

14.00 – 14.50 La Prairie – an authentic brand

Mr Pascal Hyafil, Vice-President La Prairie, Zurich 15.00 – 15.45 Authenticity as nostalgia for uniqueness

Prof Jorge Lozano, Universidad Complutense de Madrid 15.45 – 16.15 Wrap-up and conclusions

Dr Gérald Mazzalovo, Aravis Luxury, Zurich

Program

RAymond J. BAeR has been honorary chairman of Julius Baer Group Ltd. since

2012. From 2003 to 2012, he was chairman of the board of directors of Julius Baer Group Ltd. and previously held various executive positions within the company: He served amongst others, as head of private banking and member of the group executive board. Before that, Raymond worked for Salomon Brothers Inc. with the New York Swap Group and in London as head of marketing for hedge fund products. Raymond holds a Degree in Law from the University of St. Gallen and a Master’s Degree in Law (LL.M.) from the Columbia Law School in New York.

JoRge LozAno HeRnÁndez is the chair of journalism at the Faculty of Infor-mation Sciences at Complutense University of Madrid. He has published “The Historical Discourse”, to which Umberto Eco wrote the preface, and several other books on history, cultural semiotics, fashion and communication. For six years, Jorge served as the director of the Spanish Academy in Rome and is a member of the editing board of the “Revista de Occidente”. He is also the director of GESC (Group of Cultural Semiotics Study) in Madrid and member of numerous scientific committees.

AndReA SempRini is a brand specialist whose expertise is built on both sociology and semiotics. He is professor of business communication at Lyon 2 University, and director of the master’s degree “Communication and Brand Strategies”. He has written three books on brand management. He is the founder and CEO of the market research company Arkema, which pro-vides consultancy on brand-related issues for companies such as L’Oréal, Lancôme, Yves Saint Laurent, Bang & Olufsen, Barilla and Kraft.

pAScAL HyAFiL joined La Prairie Group in November 2011 as regional

vice-president responsible for Europe, Middle East and Africa, and is a member of its board of directors. He has previously worked for Chanel for 17 years in various significant roles of the company. Notably, he was in charge of setting up Chanel’s business in Russia, Ukraine, Caucasia and Central Asia. Pascal holds a Master’s Degree in Food Processing & Economics from IGIA ESSEC in France.

géRALd mAzzALoVo is managing partner at Aravis SA, a private equity firm

globally investing into luxury companies among other fields. Before joining Aravis, Gérald was CEO of Bally, Loewe, Clergerie and Ferragamo North America. Gerald holds a doctorate from the University of Paris-Dauphine and an MBA from Columbia University, New York. Gerald is a visiting professor at Universities in Spain, France and China and is the academic director of the CAS in Luxury Management at Kalaidos University of Applied Sciences. He has published three books on brand management.

Contributors

friday

21 JunE

2013

clouds – PrimE towEr

Zurich

In our consumer society, value is increasingly based on images and virtual signs that do not necessarily relate to any material reference. Since the beginning of the 90s, the postmodern brand has been promoting meanings and pos-sible worlds, which went way beyond the tangi-ble products or services offered.

As a result, the benefits that brands promise often fall short of customers’ expectations. Brands started to react to consumers’ increas-ing awareness that invalid, intangible benefits were being promised through inappropriate brand communication.

The issues identified through the rising demand for brand authenticity have far-reaching conse-quences. The stakes are high for brands to tackle a new customer attitude, requesting more tangible, easily accessible benefits that do not necessitate overwhelming or irrelevant imaginative efforts. The fundamental issues of truth, origin, traceability and transparency are being raised, which in turn lead to a new kind of realism in consumption – a kind of new compet-itive frontier and the opportunity for brands to gain strategic advantages in a quickly evolving civilization.

Event sponsored by:

Kalaidos University of Applied Sciences Jungholzstrasse 43, CH-8050 Zurich Phone +41 44 200 19 19

Fax +41 44 200 19 15 [email protected] www.kalaidos-fh.ch

© Kalaidos University of Applied Sciences May 2013

Kalaidos University

of Applied Sciences

Switzerland

The University for Professionals.

Kalaidos University of Applied Sciences is the market leader for Executive MBA

pro-grammes in Switzerland. More than 2,000 executives and special ists have already

benefited from our large expertise of fostering and devel oping professional careers.

Kalaidos University of Applied Sciences is a pri-vate university and is approved by the Swiss Fed-eral Council. Kalaidos University of Applied Sciences has three departments: Business and Management, Health and Music.

Our education model offers you the opportunity to build a strong theoretical foundation, and link these skills and knowledge to everyday practice. Expe rienced lecturers teach you the relevant business models and concepts, but also share their own business expertise. We offer a profes-sional and customer-oriented approach to learn-ing. The focus is on flexible study models and interactive learning in small classes which gives you a personal contact with the lecturers and the ability to learn from each other’s experiences. As a university for profession als, we are closely con-nected with industry and everyday practice. At the Kalaidos University of Applied Sciences we encourage participants to be independent in their thinking and in the ability to offer innovative solutions.

international partnerships

University of Gloucestershire Business School, Cheltenham, United Kingdom

IBR Institute of International Business Relations at Steinbeis University, Berlin, Germany Hochschule Furtwangen University, Furtwangen, Germany

Indian School of Business (ISB), Hyderabad, India

Nanyang Business School (NBS), Singapore