The first speaker in this session is Icelandair’s Guðmundur A. Guðmundsson who begins with defining what a brand actually is. It is far more than a logo — and extends to staff attitude, telephone hold music and even what people are saying about you online.

From Icelandair’s point of view, what customers want is a brand with a clear promise which can also come through on their promises. Through social media, companies like Icelandair can broadcast their story like never before. Also due to social media, your brand is going to be defined and gain reputation online — whether or not it is led by you. That is why brands should take their online presence so seriously. Read more »