Brand expert Rita was President of the Market Research Society, Vice Chairman and Strategy Director at Saatchi & Saatchi, and CEO and Chair of Interbrand, the company behind the Best Global Brands list. She defines a brand as an organising idea, setting you apart from competition: “It’s about building values and ethics, communicating and living up to them – especially in the digital space where mistakes are never laid to rest. Without trust, you can’t have a brand.” Rita talks about reputation, internal brand management and digital branding.
Rita Clifton is an international branding expert, dubbed a ‘brand guru’ by the Financial Times. She is the former President of the Market Research Society and the former CEO and Chair of Interbrand, the leading brand consultancy which also compiles the highly respected ‘Best Global Brands’ list.
Prior to Interbrand, Rita was Vice Chairman and Strategy Director at Saatchi & Saatchi during one its most prosperous and creative periods. She has since pioneered work on internal brand management, digital branding and ‘brand futures’ for clients including eBay, BMW, McDonalds and Samsung.
In a nutshell, Rita defines a brand as an ‘organising idea to set you apart from the competition.’ The brand is the most important and sustainable asset any organisation has, and it influences everything the organisation does. It’s about having strong values and ethics, communicating and living up to them – especially in a digital world where mistakes are never forgotten. Above all, if you don’t have trust, you can’t have a brand.
Rita is author of The Future of Brands and The Economist book Brands and Branding. She is a regular media commentator on brands and marketing, including on Radio 4, Sky, Channel 4 and BBC TV and in the pages of the Financial Times and Marketing Week.
Amongst many chairing and non-executive roles, Rita has served on the boards of ASOS, Nationwide, Dixon’s Group, Bupa and Emap. She was a member of the Government’s Sustainable Development Commission, and of the advisory board of BP’s ‘Target-Neutral’ carbon offset programme. She has also served on the Advisory Board of the Judge Business School at Cambridge University and as a Visiting Professor at Henley Management College.
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JLA Speakers Breakfast
JLA Speakers Breakfast