{"id":35191,"date":"2025-08-15T16:03:09","date_gmt":"2025-08-15T15:03:09","guid":{"rendered":"https:\/\/brandfinance.com\/?post_type=event&#038;p=35191"},"modified":"2025-09-02T12:17:52","modified_gmt":"2025-09-02T11:17:52","slug":"iaa-global-b2b-brand-summit-2025-the-future-of-brand-in-b2b","status":"publish","type":"event","link":"https:\/\/brandfinance.com\/events\/iaa-global-b2b-brand-summit-2025-the-future-of-brand-in-b2b","title":{"rendered":"IAA Global B2B Brand Summit 2025: The Future of Brand in B2B"},"content":{"rendered":"\n<p><strong>09.30 - 17.30 EST<\/strong><\/p>\n\n\n\n<p>Now in year four, the IAA Global B2B Brand Summit has been at the heart of a movement in B2B to leverage and up-level the role of brand as a driver of business impact and value. The momentum is palpable, just as the challenges to achieve this end are stubborn. The 2025 Summit leans into both: why the momentum is present, why the challenges persist, and how to take the next step forward. Join leaders from across the B2B for an electrifying dive into the future of brand in B2B, replete with new research, fresh insights and the growing community of brilliant brand marketers only the Summit convenes.<\/p>\n\n\n\n<p>Hugo Hensley, Valuation Director at Brand Finance, joins the programme to discuss B2B\u2019s New Brand Manifesto: <\/p>\n\n\n\n<p>Is the role of brand in B2B fundamentally changing? From corporate positioning, visual identity, websites and, yes, our beloved brand manifestos, is brand now being re-framed as a full-funnel driver of distinction, commercial impact and growth? The clear answer is yes. With brands well known to buying groups at the start of a process 20X more likely to prevail, brand\u2019s role now is to drive mental availability, category fame, buying group consideration and buyability. From brand through demand, from greater brand valuation to higher enterprise valuation, now is the time for a new brand manifesto in B2B \u2013 a manifesto about the multidimensional effects of a strong brand.<\/p>\n\n\n\n<p><a href=\"https:\/\/b2bsummitnyc.iaaglobal.org\/\" target=\"_blank\" rel=\"noopener\"><strong>Click here to view the full programme and to register.<\/strong><\/a><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>09.30 - 17.30 EST Now in year four, the IAA Global B2B Brand Summit has been at the heart of a movement in B2B to leverage and up-level the role of brand as a driver of business impact and value. The momentum is palpable, just as the challenges to achieve this end are stubborn. The [&hellip;]<\/p>\n","protected":false},"featured_media":29492,"comment_status":"closed","ping_status":"closed","template":"","tags":[],"class_list":["post-35191","event","type-event","status-publish","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/event\/35191","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/event"}],"about":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/types\/event"}],"replies":[{"embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/comments?post=35191"}],"version-history":[{"count":4,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/event\/35191\/revisions"}],"predecessor-version":[{"id":35312,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/event\/35191\/revisions\/35312"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/media\/29492"}],"wp:attachment":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/media?parent=35191"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/tags?post=35191"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}