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Keynotes


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Conference Programme

The Marketing Forum offers an innovative programme of conference options, each designed to address a key strategic concern facing marketing professionals today. The programme is pitched at a high level and we endeavour to present new case studies and new thinkers on the programme.

The conference topics and speakers have been selected as a result of in-depth industry research to ensure that the agenda is both relevant and stimulating.

Over the coming months, we will be adding detail to the programme through further research and recruitment of speakers.

To give your feedback, suggest additional sessions, or to recommend a speaker please contact Steve McCuaig, Conference Manager on 020 8487 2206 or email smccuaig@richmondevents.com

Conference Programme
2009 Keynote speaker
Entrepreneur
BJ Cunningham
BJ Cunningham established the Enlightened Tobacco Company PLC, and then marketed a brand of cigarettes called ‘DEATH’ as ‘the honest smoke’. This act of heresy, though enormously successful with consumers, didn’t go down at all well with the tobacco industry. It eventually landed him in the European Court of Justice fighting against not only every member state in Europe but also the might of the established tobacco industry. 

BJ uses this experience to illustrate his straightforward brand thinking. Be sure of who you are and what you mean before you try to say anything. This demands answering two key questions: what’s your point and why should I care? The answers express the intention or promise of the company, the company’s brand. But the answers alone are not enough, they have to be communicated with clarity both internally within the organisation and then externally to customers.

So this presentation uses BJ’s Death cigarettes as a case study to illustrate not only how he achieved this in his own company but also the out-of-the-box thinking a strong concept can drive.




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