Igniting Brands: Brand Summit in St. Moritz

Ogilvy PR launches and organizes a top-class brand summit in St. Moritz. "We recently saw at Nestlé how important brand management is at CEO level," says Thomas Hermann. The Managing Director at Ogilvy Public Relations in Zurich launched the idea for a new summit together with Transport Director Hanspeter Danuser at last year's St. Moritz Design Summit, which is also organized by Ogilvy PR. Under the title "Brands - A Powerful CEO Tool", company bosses and managers of global brands will meet for the first time at the St. Moritz Brand Summit in January 2007. Current topics such as political risks and social competence in the globalization process will be discussed. It is no coincidence that the summit takes place immediately after the WEF and can "seamlessly serve its guests with the same shuttle service". Ogilvy has secured the services of John A. Myrne, Editor-in-Chief of Business Week, to moderate the Summit.
The invitation to the St. Moritz Brand Summit is based on the current Top 100 Brands, in line with the renowned St. Moritz brand, "Top of the World". This ranking is calculated annually by the brand consulting agencies Interbrand and Millward Brown and is not only a benchmark, but also a barometer of success for CEOs.
To be included in the ranking, a brand must be valued at a minimum of 2.7 billion US$. "The appreciation of brand value is soaring," says Thomas Hermann. This is also appreciated on the stock market. At The Coca-Cola Company, for example, the brand values of Coca, Fanta and Sprite already account for 67 percent of the stock market value of around 100 billion dollars. The St. Moritz Brand Summit is supported by UBS and Novartis as Swiss sponsors. The Brand Summit website is provisionally online and will be available with further information from Thursday, November 2.
 
Andreas Panzeri