Jonathan Mildenhall

As one of the most respected practitioners in transformative branding, Jonathan Mildenhall brings a level of expertise and success that few others can match to help drive significant growth and financial value. Having helped build some of the world’s biggest brands including Airbnb, Coca-Cola and Audi, Mildenhall is an expert at identifying what companies need to change in their marketing strategy to build community-driven brand loyalty. His goal is simple: build the most influential brands of our time through driving growth of financial, consumer, cultural, and employee value.

In this talk, Mildenhall presents the 4 Pillars of 21st Century Branding – a bespoke framework that clients can implement immediately. During this energizing session Mildenhall illustrates how applying these four pillars to Airbnb helped create the most influential travel brand on the planet, now valued at over $35 billion. He will also showcase the very best and the very worst application of this model from several different categories. He’ll answer questions like: What is the value of an influential brand? What makes an influential brand? And eventually, how can a company like Starbucks raise its prices, yet still have loyal customers after 40 years?

Attendees will see real life examples through Mildenhall’s riveting case study on brand activity in each of his 4 pillars:

• Purpose-led, ensuring the purpose transcends, but is not disconnected from, the business plan
• Community-driven with aligned incentives across customers, investors & employees
• Technology-enabled by a world-class, data driven product
• Narrative-based to unify all stakeholders with one shared and compelling story across all touchpoints