Build Brands That Endure in a Digital World
Brand strategy is being challenged like never before. AI, platforms, performance media and creator economies have changed how brands are built, experienced and scaled. Yet the fundamentals still matter.
This practical, thought-provoking webinar reframes brand strategy for the modern era, helping marketers understand which principles remain timeless, which must evolve, and how to apply brand thinking in a world dominated by data, digital channels and AI-driven decision making.
Many organisations are investing heavily in digital, AI and performance marketing — but without a clear brand strategy, these efforts often fail to compound long-term value.
In this session, you’ll revisit the origins and foundations of branding, then explore how brand strategy must adapt to today’s fragmented, algorithm-led and experience-driven environment. Drawing on real-world examples and contemporary frameworks, this webinar equips marketers with practical tools to build relevance, differentiation and commercial impact in a post-digital world.
Whether you work in brand, digital, growth or leadership roles, this session will help you reconnect strategy to execution with real world brand to business outcomes.
Topics covered
- The origins of branding and why they still matter
- The core foundations of effective brand strategy
- How digital transformation has reshaped brand building
- The shift from brand control to brand experience
- Modern brand strategy approaches for a new world
- The role of AI, platforms and data in shaping brands today
What you will learn
- Which brand fundamentals are timeless — and which are outdated
- How to adapt classic brand strategy frameworks for the digital age
- How strong brands drive performance, not compete with it
- How to align brand strategy with digital, AI and growth initiatives
- Practical ways to future-proof your brand in a fast-changing market
About the presenter:
Tara Lordsmith
CEO & Co-Founder, The Accelerants
Chair, Marketing Advisory Board – Deakin University
Tara Lordsmith is a highly regarded marketing leader, advisor and former CMO, with deep experience building and transforming brands across FMCG, services, technology and complex organisations. As CEO and Co-Founder of The Accelerants, Tara partners with CMOs and CEOs to drive commercial growth through brand, strategy and digital acceleration. She is a frequent keynote speaker, former AMI Marketer of the Year, and Chair of the Marketing Advisory Board at Deakin University. Tara brings a rare blend of strategic rigour, real-world execution and future-focused thinking — helping marketers navigate the intersection of brand, digital and AI with confidence.
