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Brand Finance Banking & Financial Services Forum 2017

02 February 2017, 12:00–16:30

Brand architecture: the foundation of shareholder value

Brand Finance research shows that active investment in the most heavily branded businesses (those with the highest ratio of brand value to enterprise value) can generate returns of almost double the market average. For shareholders seeking to optimise returns, analysts forecasting performance or managers developing strategy, an understanding of why this is the case is critical. At the Brand Finance Banking and Financial Services Forum 2017, we will hear both from those who assess brands and those tasked with managing them.

Join us as we examine the link between brand architecture, brand valuation and shareholder value, providing essential insight for all financial services professionals.


12:00 - 13:00 Registration & Lunch
13:00 - 13:15 David Haigh, CEO, Brand Finance plc
13:15 - 13:35 Brian Caplen, Editor, The Banker
13:35 - 13:55 Andy Moore, Insight Director, Brand Finance plc
13:55 - 14:15 Panel Session - Q&A
14:15 - 14:45 Coffee Break
14:45 - 15:05 Tracy Garrad, CEO, First Direct
15:05 - 15:25 Bill Gajda, VP, Innovation & Strategic Partnerships, Visa
15:25 - 15:45 Charles Wright, Global Principal, Wolff Olins
15:45 - 16:15 Panel Session - Q&A
16:15 - 16:25 Concluding Remarks
to be notified of future events
In association with
The Banker

The Banker is the world’s premier banking and finance magazine. Read in 150 countries around the world, The Banker is the key source of data and analysis for the industry. Its unique database of more than 4000 banks maps their financial strength and soundness via Tier 1 capital, their profitability, and their performance versus their peers. The Banker has been providing global financial intelligence since 1926 and has built a reputation for objective and incisive reporting on major events. The Banker’s senior editors travel the world to interview senior bankers and world leaders, giving the magazine a unique insight on global trends.

The Banker Website


Brian Caplen
The Banker

Brian Caplen has been editor of The Banker since 2003. He joined the Financial Times Group from Euromoney in 2000 where he had been executive editor of Euromoney magazine for five years. He also worked as a business editor and journalist in Hong Kong and the Middle East for 10 years. He has travelled extensively and done numerous high level interviews with prime ministers, finance ministers, central bank governors and senior executives. He has a first class honours degree In Development Studies from the University of East Anglia.

David Haigh
Chairman and CEO
Brand Finance

David is the Chairman and CEO of Brand Finance Plc – the world’s leading brand valuation consultancy. He has worked in the area of branded business, brand, and intangible asset valuation since 1991. He specialised entirely in the field after becoming the Director of Brand Valuation for Interbrand in 1995. He subsequently left Interbrand in 1996 to launch Brand Finance which is celebrating 25 years in business this year.

David represented the British Standards Institution in the working parties responsible for crafting international industry standards: ISO 10668 on Brand Valuation in 2010 and ISO 20671 on Brand Evaluation in 2019.

David is a passionate writer and has authored many articles on brand valuation, published in numerous marketing and finance newspapers and magazines, such as: Financial Times, Accountancy Age, and Marketing Week. He has also lectured on the topic of brand valuation for Harvard, Chicago, and London Business Schools.

David graduated from Bristol University with an English degree, qualified as a Chartered Accountant with Price Waterhouse in London, and obtained a postgraduate diploma in Marketing from the Chartered Institute of Marketing (CIM). He is a Fellow of The Royal Institution of Chartered Surveyors (RICS) and has a practising certificate with the Institute of Chartered Accountants in England and Wales (ICAEW).

Charles Wright
Global Principal
Wolff Olins

As Global Principal, Charles sets up and leads the teams that create and manage some of the world’s leading brands.  In twenty years he has advised more than fifty organisations, across utilities, healthcare and professional services. As one of our most senior practioners, Charles operates at board level and advises leadership teams of blue chip companies in EMEA, Asia and North America to transform at scale and at pace. One of his super power is to help executives deliver long term growth in uncertain times and challenging context. Charles is a provocative public speaker who challenges the status quo, his latest talk is about the patient-centricity mantra may kill you”.


Andy Moore
Insights Director
Brand Finance

Andy joined Brand Finance as Insight & Research Director in 2013. He has a wealth of experience in international research, with over 25 years in the field, many of which were spent in senior leadership positions at Mars, PepsiCo and Vodafone. Whilst Director of Customer Insight and Segment Strategy at Vodafone, Andy set up and developed the insight function, and was a key player in the creation of the Vodafone brand globally . During his time at Brand Finance, Andy has worked for many notable clients including Holcim, HSBC, Turkish Airlines, Vodafone and Shell. With his expertise in linking customer insight to brand and marketing implications, Andy has been able to advise clients about their brand and marketing strategy, enabling them to take important decisions about how to maximise their brand’s utility. This advice has covered a wide range of issues including; brand architecture, brand positioning, portfolio management, brand franchising and licencing agreements.  Andy originally graduated from St John’s College, Cambridge, with a degree in Natural Sciences

Bill Gajda
Former Senior Vice President, Innovation and Strategic Partnerships
Visa Inc.

Bill Gajda is an investor and advisor to companies in the Fintech, RetailTech, HealthTech and EnvironmentTech sectors, and is currently Chairman of CardGenY, Livitay and ActivateOnDemand

Previously, he was the Global Head of Innovation and Strategic Partnerships, responsible for Visa’s Innovation programs and activities in Europe and CEMEA. He was responsible for Visa’s global relationships with Mobile Operators and leads the ‘Visa Ready’ and Venture Capital programs. He began at Visa as the Global Head for Visa Mobile, responsible for Visa’s mobile product and commercial strategies and activities.

Prior to Visa, he was Chief Commercial Officer for the GSMA, in charge of business development and led the GSMA’s Mobile Money, Mobile Innovation, Mobile Advertising and Strategic Partner Programs. Bill was previously Chief Marketing Officer at the GSMA, and responsible for the Mobile World Congress, marketing, corporate communications and member services. His previous positions in the telecom sector were Vice President, Corporate and Marketing Communications for TELUS Corporation, Vice President, Communications for Bell Canada International and Global Brand Director for Ericsson in Stockholm. His first career was in the Canadian public service.  Bill serves as an Advisory Board Member at Apigee Corporation and Danal Inc.

Tracy Garrad
First Direct

Tracy Garrad is the CEO of first direct, the UK’s number one bank for customer satisfaction and recommendation.  Launched in 1989, it has 1.35m customers, annual revenue of £400m, PBT of £210m and employs c2500 people. The business tops countless customer experience polls across sectors achieving the coveted #1 spot in the Nunwood Customer Experience Excellence ratings for 2016. Tracy the first female to hold the position of CEO in the first direct history.

Tracy’s career prior to Financial Services includes Banco Santander and the Retail and Automotive sector with roles in Commercial Management, Marketing, Public Affairs and Technology Leadership.

Her executive education includes LBS and IESE. Tracy is a VP of the UK Institute of Customer Service, an Ambassador for HSBC with the Prince’s Trust, supports the Boards of Maggie’s Cancer Centres and a Leader in Residence at Leeds University Business School.

Tracy is married, with two children and divides her time between London and Leeds.


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