What makes a brand iconic? And what makes it valuable? In this session, Manfredi Ricca, Global Chief Strategy Officer at Interbrand will share insights from their Best Global Brands study. The study which has been running for 25 years examines the role of brand in driving revenue and creating market value. The session will focus on three key areas and challenges facing marketers - short-term and long-term effectiveness and its impact on share value, the changing world of creativity and how to prove the monetary value of brand in boardroom conversations.