Building unforgettable brands | Rachel Fairley | HPE

Rachel Fairley is the Global Vice President of Brand Marketing at Hewlett Packard Enterprise (HPE).Rachel is leading the repositioning of the HPE brand to be the Edge-to-cloud leader, delivering a data-driven strategy to drive from brand to revenue.For over 20 years, Rachel has led marketing at several well-known B2B brands and agencies such as Landor, Sage, Oracle and now HPE.  Additionally, she was recently named a Top 100 B2B Marketing Leader in Technology Hot Topics.We discuss:The crucial levers to effective brand buildingAcquiring new customers vs building valuable relationshipsThe effectiveness of increasing brand loyalty or increasing penetrationThe power of ‘emotional messaging’ vs rational messaging