Branding guru visits CBS

Af Matilde Hørmand-Pallesen

He has given countries like Portugal and Poland a new identity. He has created the Orange brand and worked for Volkswagen and Renault. He is one of the leading branding experts in the world and has more than 50 years of experience. Wally Olins visits Copenhagen Business School next week.

Majken Schultz, CBS’ own branding specialist calls Wally Olins “the godfather of branding”. She is co-organiser of ”Branding Between Origin and Globalisation” – a conference about international branding of companies.
- Today, more and more companies have to compete on the global market. But in the attempt of becoming global, they risk becoming more and more similar to their competitors. Wally Olins is a master of focusing on a company’s original traits and make them relevant in a global context, says Majken Schultz, Professor at CBS.

Chef Meyer and Wally Olins
Besides Olins, the audience will meet Danish chef and entrepreneur Claus Meyer who is an example of a brand gone global. With the concept of Restaurant Meyers and NOMA, Meyer has added great value to Nordic food throughout the world.

- Meyer has a degree from CBS and he began his career in our canteen. Now he is one of the leading entrepreneurs in Denmark, and this is because he managed to find the spirit of new Nordic cuisine and create a brand that extends across the world, says Majken Schultz.

Meyer’s presentation skills appeal to your taste buds, says Majken Schultz, who is looking forward to seeing Meyer and Olins in each other’s company.

Follow the conference live 

The 180 seats at the conference were gone after a few days, and we have more than 100 people on the waiting list, says Lise Balslev, Programme Director.

However, no one is going to miss Olins and Meyer. CBS is streaming the conference live on Tuesday 29 October – on cbs.dk and Facebook.
The streaming link will be posted on cbs.dk and Facebook before the conference.

For more information, please contact Lise Balslev, Programme Director of the Master of Management Development (MMD), tel: +45 3815 2998, email: lba.master@cbs.dk

The conference ”Branding Between Origin and Globalisation” takes place on Tuesday 29 October from 16:00 to 18:00 at Solbjerg Plads, SOL. 201 and is organised by the diploma, executive and MBA programmes at CBS