BrandFinance® NY Banking Forum

Tuesday 19 March 2013, 17:00 - 20:00

Event overview

The Brand Finance Global Banking Forums - New York 2013

The banking industry has experienced a tumultuous period over the last four years. The vilification and continued criticism directed at western banks may mean that those brands which understand the new rules for the banking industry will be best placed to emerge more strongly from this difficult period.

It has been a successful year for the US banking industry with Wells Fargo replacing HSBC as the world’s most valuable banking brand. Wells Fargo’s achievement demonstrates the improved standing of US banks as they recover from the financial crisis and forge ahead.

However, Chinese banks also continue to improve their collective results and with the global financial meltdown arguably still far from over, the ways in which bank brands can reposition themselves to focus on new customer expectations will be critical.

In achieving these changes, strong leadership for banking brands has never been more important. Join us at the The Banker / BrandFinance® Banking Forum 2013 where we will consider how leadership can be valued and measured and what role leadership plays in driving brand value.



Who should attend?

CEOs, CMOs, CFOs and senior managers of corporate brands who are interested in understanding the value of their brands.

This is a free event and is part of the Brand Finance Banking Forum. Places are limited. To book your guest place(s) please contact Tom Connell, Events Manager, on +44 (0) 207 389 9400 or email Please feel free to forward this invitation to your colleagues who may be interested.

Related reports from BrandFinance®


Brand Finance® Banking 500 2012
The Brand Finance ® Banking 500 is the most comprehensive ranking of the world’s most valuable banking brands. At these unstable and challenging times for the global financial industry, the... Read more


5:00pm - 5:30pm

Registration - drinks and canapes      


5:30pm - 5:40pm

Welcome & Introduction to session 1:

Executive summary of results from The Banker / Brand Finance Banking 500 study  

Elise Neils

Managing Director

Brand Finance USA

5:40pm - 5:50pm

Video presentation of banks that made Brand Finance North America Banks on the Global 500         

Elise Neils

Managing Director

Brand Finance USA

5:50pm - 6:20pm

Perspectives on the value of leadership to achieve alignment in the banking sector :

Individual leadership through storytelling as a key success factor in business

Steve Denning 

Author and former Director, The World Bank

6:20pm - 6:40pm

Brand is as a brand does :

Shifting perception through action

Mich Bergesen
Global Director, Financial Services
Landor Associates

6:40pm - 6:50pm

Refreshment Break 


6:50pm - 6:55pm

Introduction to session 2 :

Brand leadership in the banking industry - something needs to change 

Edgar Baum

Managing Director

Brand Finance Canada

6:55pm - 7:15pm


Dermot Boden

Chief Brand Officer


7:20pm - 7:55pm

Panel Session :

Brand leadership in the banking industry -

Innovating to drive brand value 

Steven Denning
Keynote Speaker

Ken Dabbs 
Brand Education Lead
Wells Fargo

Dermot Boden

Moderated by :
Edgar Baum
Brand Finance Canada

7:55pm - 7:55pm

The Future of bank brands & strategies for maximising value 

Elise Neils

Managing Director

Brand Finance USA

7:55pm - 8:00pm

Awards Presentation 

Elise Neils

Managing Director

Brand Finance USA

8:00pm - 9:00pm

Drinks and canapes



Edgar Baum

Edgar Baum

Managing Director, Brand Finance North America

Edgar Baum has an extensive background over 15 years in entrepreneurial and consulting environments with extensive experience in developing adaptable financial forecasting programs.

Previously Edgar ran his own data analytics and financial consulting practice and has previously been a Partner and Vice President for a Toronto based financing consultancy firm.  Edgar has worked with companies ranging from start-ups to multinationals across a range of industries including manufacturing, logistics, education, food, and security. Edgar was also the founding partner for a software company that developed a risk and valuation model for domestic and global businesses.

Prior to these roles Edgar has worked at Procter & Gamble, Merrill Lynch and Nesbitt Burns. 

Edgar is a graduate of the University of Toronto. He has been a guest at Seneca’s Graduate School delivering a lecture on confidentiality protocols in M&A transactions. Edgar is the Managing Director of Brand Finance North America. 

Dermot Boden

Dermot Boden

Chief Brand Officer, Citigroup

Dermot Boden joined Citigroup in March 2011, as the company’s first Chief Brand Officer. In this position, Dermot is the steward of Citi's brand; leading brand strategy and ensuring that branding and marketing are effective and consistent across the range of Citi's businesses. Dermot chairs Citi's Brand Council and oversees the Global Branding and Sponsorship groups.

For more than 25 years, Dermot has led businesses, built brands and driven creative marketing initiatives. Prior to joining Citi, he served as Executive Vice President & Global Chief Marketing Officer at LG Electronics since 2007 in Seoul, Korea.  He created, defined and built a clear brand positioning, connecting emotionally with consumers, that drove sales for the range of the LG portfolio, including mobile communication devices, home entertainment and household appliances. 

Before that, he spent 10 years at Pfizer, including three years in Tokyo as Vice President and General Manager where he increased total consumer healthcare sales by 50% over two years and profitability by 10%.  He was also tasked with unifying three disparate Japanese organizations and cultures into one organization.

Dermot has also held management positions at Johnson & Johnson, where he worked for 12 years, in five business units and in three continents.   

He earned a Bachelor of Humanities degree in Psychology and Economics from London University.

Visit website

Steve Denning

Steve Denning

Author and former Director, The World Bank,

Born and educated in Sydney, Australia Steve studied law and psychology at Sydney University and worked as a lawyer in Sydney for several years. He did a postgraduate degree in law at Oxford University in the U.K. Steve then joined the World Bank where he worked for several decades in many capacities and held various management positions, including Director of the Southern Africa Department from 1990 to 1994 and Director of the Africa Region from 1994 to 1996. From 1996 to 2000, Steve was the Program Director, Knowledge Management. He now works with organizations in the U.S., Europe, Asia and Australia on leadership, innovation, radical management and organizational storytelling.

Steve Denning is the author of several books, including The Leader’s Guide to Storytelling: Mastering the Art and Discipline of Business Narrative, (Jossey-Bass, 2nd Edition 2011) and The Leader’s Guide to Radical Management (Jossey-Bass, 2010).

Elise Neils

Elise Neils

Managing Director, Brand Finance USA

Elise Neils specialises in the valuation and monetization of tangible and intangible assets, including businesses, brands, securities, trademarks, patents and patent applications, naming rights, copyrights and other intellectual property for companies, non-profits, governmental entities, and attorneys. Elise has supervised and participated in hundreds of complex international valuation assignments involving brand creation, merger and acquisition transactions, strategic planning, GAAP and IFRS compliance, SEC reporting, tax reporting, litigation, and estate planning.

Elise has experience valuing intellectual property within a wide range of industries, with a particular focus on the Sports & Entertainment Industries. She has valued many world-famous, important brands in a variety of business sectors, including: Malibu®, Realtor®, Budweiser®, Woolmark®, and Maker’s Mark®. She has also spoken extensively on valuation and related issues to many associations, legal groups, and corporate groups.



Tuesday 19 March 2013, 17:00 - 20:00


New York Athletic Club

180 Central Park South

New York


United States