Branding: a commercial necessity or marketing perfection?

Wednesday 25 April 2018, Conference Aston, 18:00 - 21.00

To unlock latent commercial potential and deliver tangible business results branding must operate in the “real” world not a theoretical one. The imperative is to change as you, making simple branding changes that deliver a commercial difference, instead of configuring grand brand plans that, in practice, rarely leave the page they are written on.

Dr Keith Glanfield, based on his new book “Brand Transformation”, will explore the “art of the possible” rather than “the art of the perfect”, discussing how to accelerate a firm’s branding performance, to make a commercial difference, without derailing day-to-day business activity. Concentrating on what is commercially feasible instead of marketing perfection.  

This event is organised in conjunction with the Chartered Institute of Marketing (CIM).


keithDr. Keith Glanfield is Lecturer in Strategic Brand Management and Senior FME Fellow at Aston Business School. Keith, having spent over 20  years in senior marketing positions in industry, researches and teaches the transformation and optimisation of an organisation's brands to improve organisational performance, sustainability and stakeholder satisfaction. 

Working in partnership with organisations such as John Lewis, Waitrose and Harris Interactive, Keith's academic work is focussed on finding practical solutions to commercial problems. In bridging the academic and practice divide, Keith's work is not just published in academic journals and widely presented at academic conferences, but is also the subject of regular seminars, workshops and consultancy projects with practicing marketers and managers and their organisations. 

Keith is a Regional Vice-Chair of the Chartered Institute of Marketing, Chair of BAM's Marketing and Retail special interest group and a member of the British Academy of Management's governing council.



Timings of the event

18:00 - Registration
18:30 - Talk Keith Glanfield
19:30 - Networking with a buffet and drinks
20:30 - Finish

Please note this a free event, but registration is necessary.

Wednesday 6 June 2018 - Marketing Conference

09:00 - 18:00 - Conference Aston Meeting Suites

More details to follow.

The event will take place at:

Conference Aston Meeting Suites (CAMS)
Aston University
Aston Triangle
B4 7ET

CAMS is located on the upper ground floor of Aston University's Main Building. On arrival, please go the Main Entrance and follow the signs for 'CAMS'.

Car parking is available at car park 6 on Campus, which is accessible via Coleshill Street (off Woodcock Street). The postcode is B7 4BG. Please note this is a pay and display car park. There is a £1 charge to park at this car park, regardless of length of stay.  

Alternatively, car parking is available at the Millennium Point multi-storey car park, which is situated opposite the University Campus. The car park charges £2.90 for 3 hours and £3.60 for 4 hours. The car park can be accessed via Jennens Road. If using a sat nav please use the following post code: B4 7AP.