Brand De-Positioning and the Art of Competitive Advantage

Teresa Barreira, Chief Marketing and Communications Officer at Publicis Sapient on the role of human values in the AI integrated business. The former Chief Marketing Officer of Deloitte Consulting, with senior leadership roles at Accenture and IBM argues that the shift from human-first AI strategies to AI-first approaches is redefining human roles and enhancing productivity in the workplace. But she says it’s the opportunity to build a culture of exploration and learning that AI can offer, by automating up to 90% of tasks and freeing humans to focus on high-value activities. A hybrid work environment is one which places value on human failure and reflection and where humans and AI can collaborate seamlessly.#Business #AI #FutureOfWork

Todd Irwin, founder and Chief Strategy Officer at Fazer on de-positioning, a strategic approach to outperform competitors by solving hero customer pain points better than anyone else. The musician and artist turned brand strategist who has advised Fortune 500 companies, SMEs and startups for three decades, argues for a shift in thinking from differentiation to problem solving, and simply being better. An expert in delivering competitive brand strategies to visionary leaders seeking growth, he argues that creativity is downstream of positioning, and solving problems reminds us that when people grow, brands grow, and when companies grow, we all grow. 

Veronika Kryuchkova, Global Head of Capability Building for the Reckitt Marketing Academy, joins Rishad to explore how we can thrive in a world that’s becoming more human and more machine.She reveals why high-agency professionals, those who combine belief, action, and ownership, will dominate the future of work. Veronika reframes career growth for the new era: it’s no longer about climbing the ladder but designing your own Capability Stack, the intentional blend of core, human, and future capabilities that compounds like an investment portfolio. And she makes a bold case for continuous micro-reinventions as the growth engines of fulfilling careers. Her message is clear and timely: in a human-machine age, those who thrive will treat their careers as investments to grow, not contracts to protect.#FutureOfWork #Advertising #Business

Christian Godden, Head of Strategy at Malmo FF on the role of community in driving international partnerships and long-term development for Sweden's most successful football club. The former strategic Director and Partner at BBDO in the Nordics, advising global brands on marketing and communications, explains Malmo FF’s unique model of competing in human currency rather than financial resources. Owned by its 14,110 members, it puts community engagement at the heart of its business, with initiatives like educational programs and job placement services. It is community and relationships, he argues, that work harder for the club than data-driven strategies in brand building and societal development.#Sports #Business #Communications

Dr Katie Best, leadership coach and consultant on how to solve 10 of the toughest leadership problems. Her titular book addresses common leadership challenges, clustered into three main areas: managing oneself (avoiding burnout, making good decisions, increasing influence), managing teams (cultural issues, employee performance, staff engagement), and leading change (strategy implementation, hybrid working). With an academic background at The LSE and King's College London Business School, she explains how making good decisions, handling burnout, managing cultures in teams, is ultimately all about good communication and listening, especially in a hybrid workplace. Finally, she argues the case for her own model of SOLVE: State your problem, Open the box, Lay out your solution, Venture forth! and Elevate your learning. #Leadership #FutureOfWork

Ross Benes, Senior Analyst at EMarketer on the impact of media deregulation on entertainment quality. Deregulation, he argues, has led to an increase in trashy content like infomercials and reality TV, but marketeers should recognize its value which millions find meaningful. The author of 1999: The Year Low Culture Conquered America who has been quoted by publications such as Marketplace, Bloomberg and LA Times, explains how despite the rise in sports fees, the increase in sports programming has led to more exposure for lesser-known sports. We also discuss trend of media personalities moving from online platforms to traditional media, exemplified by Bari Weiss's acquisition by Paramount.#FutureOfMedia #Entertainment #FutureOfBusiness

Omar Imtiaz, Distinguished Enterprise Architect at Salesforce on the transformative impact of AI on human work. With a background in computer science and IT, Omar argues the importance of the shift from technology-driven to human-centered transformation with AI enhancing human capabilities rather than replacing them. Advocating for a collaborative approach where AI and humans work together, he reminds us that meaning, purpose and emotional engagement is the future of the workplace, unleashing a completely new generation of creativity.Omer joins us in his personal capacity. The opinions shared are his own and do not necessarily reflect those of Salesforce. Nothing here is confidential, proprietary, or advice; it’s a general discussion of industry topics.#AI #Creativity #Futureofwork

Joe Marchese, co-founder of Human Ventures and Casa Komos Brands Group on the importance of The Attention Economy. The founder of TrueX and former president of advertising revenue for Fox Networks Group who oversaw billions in annual revenue across Fox Broadcast, FX, National Geographic and Fox Sports, including the Super Bowl and World Series, lays out a more effective advertising strategy as the industry shifts from impression-based metrics to real engagement. The value of human relationships and trust in a business world increasingly influenced by AI, he says, must place cultural adjacency and experiential marketing at its core. It is integrity through a human lens, he argues, which will become critical in the marketing of the future.#Business #Human #Marketing

Dr. Mohan Gundeti, pioneer in pediatric robotic and laparoscopic surgery on his innovations in digital surgery, AI, and telerobotics. The first surgeon to perform reconstructive bladder surgery in a child argues for the future of robotic surgery in minimally invasive surgeries, including pediatric patients as young as four months. The use of AI and machine learning to diagnose health conditions and enable remote surgeries, he says, could potentially reduce kidney failure in children and increase global health equity. As a student at the Leadership in Society Initiative at the University of Chicago Graham School, he also argues the case for personal enhancement by training himself for marathons and practicing gratitude.#Medicine #Robotic

Nick Restrepo, Vice President of Sales at World Emblem, on his journey into heat applied decorations in the garment industry.  Today creativity and personalization driven by AI is spreading everywhere. Using the evolution from traditional sewing to heat-applied dimensional branding as an example, Nick argues the impact of technology, particularly AI, in personalization and streamlining the process. His insights in leadership stress humility, transparency, and client relationship-building, but time, he concludes, is the ultimate currency.