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Brand Finance Institute Webinar: How to Really Drive Brand Value featuring Total Brand Value

19 November 2020, 14:00–15:00

The way to manage and grow a business is changing. Leaders are being challenged to create long term sustainable growth in a world that is uncertain, chaotic and ambiguous. This requires new ways of thinking and doing. In this world there is one key asset that leaders need to think differently about, their BRAND.

This webinar outlines how you can achieve new growth opportunities through managing your brand differently and moving to a Total Brand Value (TBV) approach to drive growth and become a fit for purpose organisation for the future. The TBV Approach is a framework for thinking and doing and will enable you to evolve your business with clarity and confidence.

The hour long virtual event was led by the Co- founders Brian Crean and Andy Gibson and Snr partner Damian Devaney who are all leading advisors on strategic business growth and have driven growth strategies for organisations such as Diageo, Smurfit Kappa, Walgreens Boots Alliance, SABMiller, Coca-Cola, O2, and Bacardi . The webinar included a presentation and was followed by a Q&A.

The full webinar recording is available to view here:

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In association with
Total Brand Value

TBV taps into your brand's potential to deliver the strongest business value and enduring performance. 

TBV has a simple end-to-end business process supported by practical tools & frameworks. This delivers business alignment by driving teams to make cross functional decisions in real time planning. From this, your organization can ensure they make the right decisions quickly from STRATEGY through to EXECUTION.

Total Brand Value Website


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).

Andy Gibson
Co-Founder and COO, Los Angeles
Total Brand Value

Andy Gibson is co-founder and Chief Operating Officer at TBVGlobal and helps companies transform their business by elevating customer focus, evolving brand strategy, building team capabilities and creating a ‘possibility’ mindset.

Having lived and worked in Australia, Brazil, Germany, Mexico, the UK, US and Singapore, Andy has 25+ years of experience in the beauty, drinks, FMCG, healthcare, quick service dining and retail industries where he help Chief Marketing Officer roles in Walgreens Boots Alliance, Bacardi Global Brands, SABMiller/Carlton Foster as well as Global Marketing, Innovation and General Management roles in Diago.

Andy is a trustee of the Marketing Science Institute and has been working with leading business schools globally for 8 years.

Brian Creen
Co-Founder and CEO, Boston
Total Brand Value

Brian Creen co-founded TBVGlobal and as CEO is based in Boston. With 25+ years of global marketing experience, Brian has held roles as Senior Vice President of Global Marketing at Diageo PLC, Global Head of Innovation at Guinness PL as well as numerous global, regional and local marketing roles in leading international food and drinks businesses.

Brian has lived and worked in Europe and the US and has implemented and developed work on a continents.

He is a trustee of the Marketing Science Institute and has worked with leading business schools globally for 8 years.

Brian’s client and agency-side experience spans a broad range of industries from FMCG, pharmaceuticals, drinks, food and insurance to quick service, healthcare, B2B, beauty, luxury goods, banking and retail.

Damian Devaney
Senior Partner, Ireland
Total Brand Value

Damian Devaney is a leading strategic marketing practitioner, successfully championing marketing to transform companies and cultures from Fast Moving Consumer Goods, telecommunication, manufacturing, packaging and sport. 

Currently Senior Partner and Regional President with TBVGlobal, Damian was VP of Marketing and Communications at Smurfit Kappa, leading a differentiation strategy and organisation change initiative in 34 countries across 3 continents. The highly successful initiative delivered a significant, sustainable increase in the company’s  commercial and equity performance.

Prior to that he was Marketing Director at O2 Ireland where he was responsible for all consumer & business products and services, marketing and communications. Damian also reversed category declines in a number of fast moving consumer goods markets, having previously been marketing director at Coca-Cola Ireland where he had responsibility for the full Coca-Cola portfolio as well as at Diageo working on Guinness and Baileys.

Damian is a fellow of the Marketing Institute of Ireland and a past Chairman, and he currently is Chairman of the Commercial and Marketing Committee for the Irish Rugby Football Union.


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