Irina Ermak

Business Director
Interbrand

What convention in your discipline are you disagreeing with at the moment?

The convention I most disagree with is: "Branding is for big, mature companies with big budgets". I believe that brands are interfaces between businesses and their audiences, and therefore every business, from startup to a global leader, should take branding very seriously. Doing this early on the journey will contribute to the growth in enterprise value. I will show how in my talk.