Brand Finance logo

Brand Finance Global Forum 2020 - The Value of Design to Businesses

10 December 2020, 14:00–15:00

For the first time, in response to the governmental restrictions regarding social distancing to help combat COVID-19, Brand Finance hosted the Global Forum online. In a series of live webinars, we unwrapped the issues which affect brands as they aim to leverage design for commercial success, featuring a programme of high-profile speakers, stimulating discussions and thought-provoking insights

The 17th annual Brand Finance Global Forum, sponsored by Tata Consultancy Services, focused on Understanding the Value of Design.

Design is one of the primary elements of brand identity. Given that the interpretation of a design depends on an individual’s perceptions of the brand, it is important for brands to make effective use of visual tools to strategically position themselves with stakeholders.

However, design is not solely about aesthetics and brand positioning; it is also key to how a product works and how it can be useful to the customer. In an evolving marketplace and during these particularly challenging times of COVID 19, for a brand to stay consistent, yet at the same time current and competitive, it must remain in touch with the relevance of its design to stakeholders, both in terms of perception and practicality.

The online conference consisted of three one-hour-long webinars on Thursdays in October, November, and December 2020, featuring guest speaker presentations and interactive Q&A discussions.

This webinar focused on The Value of Design to Businesses.

Design within a business is an important factor for all stakeholders, and provides the foundations for how a strong brand is built. A business model needs to take into full consideration not only the aesthetic and practical design of their product or service, but also its brand image among customers, how the business operates internally, and the reputation it has within the general public.

With increasing competition and the business environment constantly changing, particularly in recent months, organisations can face unprecedented challenges. This webinar explored how businesses can leverage design successfully to adapt and respond to disruptive market events.

The full webinar is available to view online below:

Click the links below to view our other webinars in the series:

15th October 2020 - The Value of Design to Society

5th November 2020 - The Value of Design to Customers

to be notified of future events
In association with
Tata Consultancy Services
Tata Consultancy Services (TCS) is a global leader in IT services, digital and business solutions that partners with its clients to simplify, strengthen and transform their businesses. We ensure the highest levels of certainty and satisfaction through a deep-set commitment to our clients, comprehensive industry expertise and a global network of innovation and delivery centers.
Tata Consultancy Services Website
Foreign Press Association

The FPA is a not-for-profit Friendly Society. As a member of the UK Press Card Authority, it provides official journalistic accreditation to more than 1,800 international correspondents every year. All media are represented: from print and news agencies to broadcast and digital. Freelancers are welcome in all categories. ​

The FPA is the only association that can provide foreign journalist with access to Parliament. Throughout the year, the FPA holds a wide-ranging programme of briefings, facilitating access to Government Ministers, Whitehall, the City's financial district and Royal events. We also organise book presentations, Brexit briefings, events with key politicians etc.

Foreign Press Association Website
Museum of Brands

The Museum of Brands in London examines the history of consumer culture from Victorian times to the present day.

Museum of Brands Website
World Trademark Review
World Trademark Review Website


Deborah Dawton
Chief Executive
Design Business Association

Deborah began her career with the RSA working on their Student Design Awards and she set up her own business delivering design events, competitions and conferences all over Europe for leading organisations.

In 2003 Deborah joined the Design Business Association as CEO. Funded entirely by the design industry with a remit to drive up their professionalism and the profile of design’s value in business, the DBA’s membership has more than doubled along with the association’s turnover to nearly £1million.

She was President of the Bureau of European Design Associations (BEDA) for two years until March 2013. Deborah is a member the European Design Leadership Board, an expert group of design advisors to the Commission and in this capacity is often asked to address policy makers on the role of design in policy.

Her experience of the design sector in the UK, this European-level insight and her work with BEDA, has resulted in her being consulted on the potential structure and strategy for design support in various countries.

Adam Newall
Founder and Managing Director

Adam Newall is Founder and Managing Director of VI360, Brand Finance’s specialist visual identity management unit, which was established in 2003.

Adam has spent the last twenty years supporting global brands through all parts of the visual identity process, from conception through to implementation and evaluation.

He has led global visual identity management projects in more than 30 countries for clients including 3M, Ashurst, Caterpillar, LNG Canada, Ordnance Survey, Nordea, Shell, Tata and Vodafone.

Adam has published a series of reports on Brand Identity Management Best Practice which examines the developments made by business in all sectors over the past 15 years.

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).

Fabien Birgfeld
W12 Studios

Fabian Birgfeld is MD and co-founder of W12, a TCS Interactive Design Studio. He is a trusted partner in product strategy and service design for global brands. Previously Birgfeld headed up the design team at the BBC where he helped launch the iPlayer and oversaw the 2012 London Olympics.

During his career he has worked for Intel, Frog Design, Method and Bertelsmann among others. He was awarded the D&AD Yellow Pencil, F1 Innovation Prize and TV of Tomorrow’s Individual Leadership Prize. Birgfeld is a frequent speaker at IBC, Web Summit, Collision, APOS, MWC and TVOT and an Intel Capital Mentor.

He graduated magna cum laude in Economics from Harvard University and holds a graduate degree in Architecture from Princeton.

Deniz Keskin
Director of Brand Management
Porsche AG

Deniz Keskin has been the Director of Brand Management at Porsche AG since 2018.

After studying Economics in Reutlingen and Paris, Deniz’s career at Porsche AG started at 2004 as an Online Specialist. In 2007, he progressed to because Manager Digital and Dialogue Marketing. Subsequently in 2015, he became Manager Communication Strategy and Retail Marketing at Porsche before he commenced his current role.

Rosa Tous
Vice President

Rosa is a Graduate Gemmologist by the Gemological Institute of America in Los Angeles and undertook the PADE program at IESE. She is currently second Vice President of JORGC, the official association of jewelers, goldsmiths, watchmakers, and gemologists of Catalonia. Rosa Tous has been the corporate vice president of TOUS since 2013, a board member of the nonprofit Círculo Fortuny since 2016, as well as from the Foro de Marcas Renombradas of Spain since 2019. She is the Chair of the ANDEMA Association for the Defense of Brands since March 2017. Member of the TOUS board since 1998.

Rosa joined the family firm when the brand was beginning to expand globally in the 1990s and created the marketing and communications area. Her core function today is to work on the different corporate areas of the firm, representing the brand as spokesperson at inhouse and external events and establishing relations and bonds that power TOUS in its growth andconsolidation.

Rosa was the key driver for the organization of the first training courses for inhouse staff at head office and in the stores. She actively engages in forums and presentations on strategies and family businesses and has given seminars on marketing and communications at universities throughout her career.

As corporate vice president of TOUS, Rosa has received distinctions on behalf of the company and family, noticeably the EY World Entrepreneur of the Year 2017 award, together with her sisters, which allowed her to participate in the world final in Monaco as Country Winners of Spain.



Job Title


Open in new window

Get in Touch