11:00 hrs - 12:30 hrs

Session : 1

AI as Strategy – Reinventing Competitive Advantage (Orchestrating Value, Not Pilots

Artificial Intelligence is not just a technology shift—it is a strategic revolution. In this session, Dr Joachimsthaler explores how AI creates new sources of competitive advantage, helping businesses move from traditional value chains to dynamic, connected ecosystems. He argues you don’t just do “AI projects” — you orchestrate value creation across the business; AI must be embedded into strategy to shift how value is created and captured. The AI Value/Deployment model is a starting point for thinking systematically about AI as a strategic lever.

Topics of Deliberation :

• Reframe AI from technology play to a strategic capability that changes sources of competitive advantage
• Map where AI can change customer value (demand) vs. where it captures value for the firm (supply, pricing, bundling)
• Build a simple AI Value Map for your brand/business
• Rapid diagnostic: “Where would AI increase perceived value for customers?” vs “Where would AI shift cost structure or monetization?”
• Prioritization: impact × feasibility matrix (use existing data assets, ecosystem partners, regulatory constraints).

Toolkit :

• AI Strategy Canvas
• Intelligent Value Network Map
• Competitive Reinvention Framework

Brand or Industry Case Highlights: to be finalized don’t put now on website :

• Tesla uses AI to continuously optimize performance, supply chains, and customer experience.
• Amazon’s recommendation algorithms redefine personalization and value creation.
• Tata Group’s integration of AI in manufacturing is driving industry-wide transformation.

12:30 hrs - 14:00 hrs

Session : 2

Beyond the Brand – What’s Next for Branding in a Changing World (Designing Brand for Experience & Trust

Branding is no longer just about messaging — it’s about measurable impact and dynamic engagement. Dr Joachimsthaler explains how brands must evolve into intelligent systems that deliver value through AI, data, and trust. Joachimsthaler’s Holistic Brand Model reframes brand as identity + resonance + actual value inside the business — branding must now align experience, product/offer, and business model. AI changes the mechanics of resonance and value delivery, so branding becomes a design problem across products, service and platform interactions. Explore how branding must evolve in the face of shifting consumer behaviours, new cultural expectations, and disruptive competition

Topics of Deliberation:

• Holistic Brand Model + how AI shifts the interaction field between brand and customer (personalization, recommendation, conversational interfaces)
• Move from “brand communications” to “brand as business design.”
• Understand how AI augments brand resonance (personalization at scale) while changing the promise the brand must keep (service reliability, privacy, explainability).
• Define brand guardrails that work in an AI world (ethics, transparency, measurement).
• Trust as the new currency of digital branding

Toolkit:

• AI Brand Equity Builder
• Brand Value Engine
• Systemic Brand Impact Map

Brand or Industry Case Highlights: to be finalized don’t put now on website

• Airbnb leverages AI to match experiences to unique user preferences.
• Apple creates emotional resonance through seamless ecosystem integration.
• Reliance Jio’s data-led strategy redefined customer engagement in India.

15:00 hrs - 16:30 hrs

Session : 3

Growth by Design – Reinventing Portfolio Strategy for the Future

In the future, growth will come from ecosystem design, not just market expansion. This session explores how design-led portfolio strategy helps organizations orchestrate products, services, and technologies for sustainable growth. Joachimsthaler’s “Hidden in Plain Sight” and subsequent writing emphasize demand-first growth and identifying latent opportunities in customer behavior; coupled with his more recent thinking about brand architecture and AI, portfolio strategy must be redesigned to capture new forms of demand and platform-driven ecosystems. It covers the principles behind demand-led portfolio design, how to uncover future growth opportunities, and how to align innovation to profitability and firm value

Topics of Deliberation :

• Design thinking in AI-era portfolio creation
• Mapping growth adjacencies and opportunity spaces
• Scaling innovation through networked collaboration
• Use a demand-first lens to spot portfolio expansion or pruning opportunities enhanced by AI signals (usage data, cohort analytics).
• Learn how AI can simulate portfolio scenarios and forecast cannibalization vs. incremental demand
• Create an AI-informed portfolio roadmap that aligns brand architecture and monetization.
• Demand signal mining: which customer behaviors indicate underserved needs? (e.g., frequency, context, co-usage patterns).

Toolkit :

• Portfolio Growth Blueprint
• Ecosystem Design Toolkit
• Future-Fit Diagnostic Grid

Brand or Industry Case Highlights: to be finalized don’t put now on website

• Unilever uses AI-driven insights for faster product innovation.
• Samsung applies ecosystem strategy to interconnect hardware and AI services.
• Infosys leverages design thinking to scale its business transformation capabilities.

16:30 hrs - 18:00 hrs

Session : 4

Business Reinvention – When Brand, Demand, and Technology Converge

The future belongs to organizations that merge brand meaning, technological innovation, and customer value. In this final session, Dr Joachimsthaler explains how AI-driven reinvention the new engine of business transformation is. Joachimsthaler’s central argument: brands must lead company reinvention by aligning identity with new demand and technology. AI is the conversation engine — it connects demand signals to product, pricing, and distribution decisions — making brand strategy and business strategy inseparable. How firms can use changes in demand and waves of technology to transform their businesses and brands. This talk offers a clear framework for continuous reinvention that goes beyond surface-level change.

Topics of Deliberation :

• Convergence of brand, demand, and data
• Learn a blueprint for orchestrating brand, demand and technology (AI) into a single business reinvention program
• Define governance, KPIs, and cross-functional roles required to scale AI-backed brand initiatives.
• Build a 90-day pilot plan that connects brand promise to an AI-driven operational change.
• Org design: who owns the AI-driven brand initiative (CMO, CPO, CTO, a cross-functional “brand+AI” unit)?
• Building intelligent organizations for continuous transformation.
• Creating new demand through experience innovation

Toolkit :

• Business Reinvention Map
• AI-Demand Growth Compass
• Transformation Action Canvas

Brand or Industry Case Highlights: to be finalized don’t put now on website

• Google leverages AI to continuously reinvent its product ecosystem.
• Mercedes-Benz integrates AI and design to personalize luxury experiences.
• Netflix’s recommendation system exemplifies demand creation through intelligence.