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:

1. The crucial levers to effective brand building
2. Acquiring new customers vs building valuable relationships
3. The effectiveness of increasing brand loyalty or increasing penetration
4. The power of ‘emotional messaging’ vs rational messaging