In this talk, the Chief Brand Officer of ServiceNow offers three rules that B2B marketers can use to build a great brand, based on his B2C experiences. He will share tactics he is using to connect his brand with audiences and show up in unconventional places – Tribeca Film Fest, Aston Martin Aramco F1 cars, ads starring acclaimed actor Idris Elba – and how you can apply the lessons he’s learned to your own company, regardless of your budget. Discover why sounding like a human, personalizing your pitch, and using AI to fuel (not replace) your creativity are the keys to winning the brand wars.

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