1 December, 2020

The pandemic has without a doubt accelerated the decentralization and digitalization that could be seen the last few years. Traditional industries are being disrupted, while new digital business models can scale without being weighed down by assets and large numbers of employees. In this session we will discuss the impact on brands. It is not enough to make operational improvements, the story you tell and the promises you make must also change.

Join global branding experts Sergei Mitrofánov and Cristián Saracco as we discuss:

  • How AI will reshape the brand landscape
  • The brand impact of the pandemic
  • Hot new brands, struggling old brands
  • How to transform old brands
  • What old brands are still doing well
  • Decentralization and self-made brands
  • Just-in-time brands for new ventures
  • Contingency, ready-to-go brands
  • How to kill a brand
  • How to set a brand on FIRE

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Speakers

Frode L. Odegard is the CEO and Founder of the Post-Lean Institute and the Founder of the Post-Industrial Forum. His focus is on developing a new post-industrial management science. Frode studies how corporates, investors and policymakers can best navigate humanity’s transition to a post-industrial civilization and economy.

Frode is the author of a forthcoming book on the post-industrial transition and speaks to international corporate and investor audiences. His last keynote before the pandemic was in front of a PE audience with a total AUM of $4.3 trillion. The Post-Lean Institute provides educational, advisory, and strategic services to corporates and investors to help them turn disruption into opportunity.

A serial entrepreneur since his high school years, Frode’s multi-disciplinary background stretches from theoretical computer science to the boardroom. He has a deep background in organizational design and a passion for history, linguistics, disruptive technologies, and philosophy. When not at work, he is usually in the dojo practicing traditional Iwama style Aikido.

Sergei E. Mitrofánov
Partner and senior brand strategist at Brandflight AB

Sergei is an expert on branding as part of strategy, and on how disruptive technologies influence brand value. In addition to external-facing brands, Sergei also helps corporations with their internal (HR) brand. Sergei was an advisor to the Post-Lean Institute in the creation and positioning of the Post-Industrial Forum. He is an active member of the Medinge Group branding think tank, and serves as an advisor to Pulsar Venture Capital.

Brandflight’s portfolio includes Virgin, Spotify, Johnson & Johnson, Scandinavian Airlines (SAS), Deutsche Bank, Scania, Net Jets, Nokia, Nestlé, Airbus, Nordea , Skype, Microsoft, Airbus, BMW, Proctor & Gamble, Unilever, Volvo, and Breitling. In Russia Sergei has also worked with the Skolkovo Startup Academy and industry giants such as Gazpromneft and Rostelecom. He also developed the brand for the City of St. Petersburg. Sergei’s international experience includes Russia, Ukraine, India, Latvia, Kazakhstan, Azerbaijan, the United States, and Georgia.

Sergei has an engineering background, and in addition to his work with corporate clients is also heavily involved with mentoring technology startups and helping them develop their marketing capabilities, do customer development, and develop strategies to accelerate growth.

Sergei is a visiting lecturer at the Advanced Management Institute (St. Petersburg campus) of the Stockholm School of Economics and at the Masters Program at the Moscow Institute of Physics & Technology. He holds an MEng from the Marine Polytechnic Institute, and an Executive MBA from the Stockholm School of Economics, where he also served as director of corporate programs. In addition to English and his native Russian, Sergei speaks Swedish and Portuguese.

Dr. Cristián Saracco, Founding Partner, Allegro 234

Cristián is an expert on branding, marketing and co-creation, considering brands as strategic business platforms. He is Founding Partner of Allegro 234, a crafted branding company and a Medinge Group member. Medinge Group is a think tank of brand experts from around the world whose purpose is to influence business to become more humane and conscious.

With more than 30 years of international experience, Cristián helps companies grow, transform themselves and confront disruption while creating sustainable long-lasting value through brands, people and experiences.

Since he began his professional journey, Cristián has worked with creative people and leading brands in more than 20 countries. He has led projects with companies like Citibank, Coca-Cola, Codorníu, Cosentino, Deutsche Bank, Green Building Council, Impact Hub, Mercedes-Benz, Repsol, Stella Artois, Telefónica, Verizon, Zenziya Neobank and Zurich Financial Services, among others.

Formerly, Cristián was Partner of Arthur D. Little, leading the strategy and FMCG practices, and Executive Director of FutureBrand (IPG) in New York, the Southern Cone of the Americas and Spain. He was also President of the Branding Jury of the Sol Festival, Member of the Advisory Board of the Brand World Congress – Mumbai, India, Jury of the Transform Awards – London, UK, and President of AEBrand, the Branding Association of Spain.

Cristián has an extensive academic background as Associate Professor for Loyola University, ESCP Europe, ESADE and Buenos Aires University, among others. His articles, papers, and book chapters have been published by Kogan Page and HBR. Cristián regularly participates as lecturer in conferences in Europe and the Americas. Cristián has a PhD in Corporate Communication and Strategic Knowledge Management as well as an MBA. He is also an Industrial Engineer.

About the Post-Industrial Forum

Brought to you by the Post-Lean Institute in collaboration with industry partners, the Post-Industrial Forum is a unique global community with the purpose of developing and promoting a better understanding of the post-industrial transition and how to navigate it. Members include corporate executives, board members, investors, entrepreneurs, policymakers, and experts in various fields.