Most organisations still treat brand as a communications function: a matter of design, messaging and campaigns, owned by the CMO and reviewed at arm's length by the rest of the leadership team. Yet nothing erodes enterprise value as much as its hiring practices, customer experiences, or the decisions middle management makes when no one from marketing is in the room. These gaps carry a real cost to the bottom line – which makes this subject as relevant to CEOs as to marketing heads. 

In this session, Kiran Khalap will unpack why brand alignment, or the degree of fit between corporate beliefs and corporate practice, is a management discipline with a direct, measurable bearing on financial performance. Kiran will examine why the highest-return brand work often has nothing to do with advertising at all, and what it takes for CEOs and CMOs to together close this gap.