In the early days of branding, little attention was paid to Return on Investment (ROI). For decades, communication agencies skillfully avoiding asking the most critical question when it came to their branding initiatives: What return can be expected on branding investments? But the world has changed and ROI is now a mandatory component in any brand-building strategy. Martin Lindstrom’s presentation provides audiences numerous insights on ROI branding, including:

• The practical steps required in building a brand from an ROI point of view
• The requirements necessary to survive tomorrow's fight for market share
• What lifesavers to draw on when your brand suddenly loses market share