What happens when you need to rebrand thousands of physical products across global markets? For companies like Logitech and ResMed, changing a logo isn't just about updating a website - it's about retooling manufacturing lines, redesigning packaging for millions of units, and navigating complex regulatory requirements.

Join brand leaders Paige Lutter from Logitech and John Barger from ResMed as they share their experiences leading brand strategy for physical product companies. Learn how Logitech solved their global naming challenges with the "Logi" mark, how ResMed approaches branding medical devices, and why both companies treat AI as a utility rather than a branded feature.

Key insights include:

• Managing brand architecture across hardware, software, and digital touchpoints
• Strategies for implementing brand changes across global product lines
• The critical role of executive support in brand transformation
• Building authentic customer connections through physical brand touchpoints
• Balancing innovation with brand consistency in regulated industries

Whether you're working with physical products or digital experiences, this conversation offers valuable lessons on brand strategy, change management, and the power of patience in building lasting brand value.

What happens when companies chase metrics instead of meaning? Former Nike marketing leader Lisel Welden shares powerful insights from her decade-long journey shaping iconic brands like Nike, Lyft, and Stitch Fix.

Drawing from her experience leading Nike's first unified Black History Month campaign across all business units, Welden reveals how authentic leadership and cross-functional collaboration can drive both business results and social impact. She breaks down why Nike's recent shift toward becoming a "tech company" created unexpected challenges, and shares practical wisdom on balancing data with human insight.

Key takeaways:

• Understanding what truly drives your business
• The difference between being data-supported versus data-driven, and why blindly following metrics can lead organizations astray
• How to build diverse, high-performing teams by matching people's natural strengths to their roles
• Creating success for others as the foundation for meaningful cross-functional collaboration

Whether you're a marketing leader looking to drive brand growth or a manager aiming to build stronger teams, this conversation offers practical frameworks for leading with purpose while delivering results.

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How does a tech company turn a simple sound into one of the world's most recognizable audio marks - second only to a baby crying? Former Intel Global Brand Director Merlin Kister reveals the strategic thinking behind Intel's most iconic brand elements during his nearly two-decade tenure.

From simplifying product naming with the Core i3/i5/i7 system to creating Intel Gamer Days - an experiential event that expanded globally - Kister shares practical insights on aligning brand decisions with business objectives. He unpacks how Intel maintained its brand leadership even as competitors emerged, through initiatives like the Intel Inside program and strategic partnerships with PC manufacturers.

Key topics covered:

• How Intel simplified its product architecture to help consumers make better purchasing decisions
• The business strategy behind the famous Intel sonic brand and Intel Inside program
• Creating meaningful brand experiences through partnerships with the Olympics, NFL and gaming community
• Building trust with technical audiences while maintaining broad consumer appeal
• Balancing short-term sales goals with long-term brand equity

Kister provides a masterclass in connecting brand initiatives to revenue and profitability while never losing sight of the end user experience.

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