Reserve Your Place Now

October 5-6 | Georgetown

9 Speakers 3 Workshops 5 Networking Opportunities

Branding is playing an ever-more important role in B2B. The “consumerization” of the buying process, the immense impact of digital, and an increasingly global landscape makes your brand an essential differentiator. Have you maximized your brand’s potential?

Join us October 5/6 in Georgetown for our Big Talk on “Branding in B2B.” You’ll hear from branding experts, and B2B practitioners who leverage their true organizational values to create new brands, deliver engaged customer experiences, and inspire growth in mature markets.

Plus you’ll:

  • Learn brand fundamentals from the best in the business
  • Build the vocabulary to talk brand with your CFO
  • Leverage powerful tools to uncover your organization’s core brand values
  • Understand how many, and which brands, to keep in your portfolio
  • Develop the behaviors to get your employee base to live the brand
  • Improve the customer experience through consistent, engaging brand delivery


Fran Gormley

Hear from keynote speaker Fran Gormley, highly successful serial entrepreneur in branding and innovation. In this provocative talk, Fran will demonstrate why branding is critically important in all arenas and industries, including B2B.

Erik Hollander

Hear from keynote speaker Erik Hollander, Vice President and Chief Marketing Officer, Phillips Sleep and Respiratory Care. Erik will share how they targeted the end-user consumer to drive real B2B revenue growth.

Case Studies &
Executive Insights

You’ll hear loads of real-world branding case studies from heavyweight marketers.


This is the most intimate conference in the world with a three-friend minimum—so you are sure to make connections that stick.


You asked for it, and we are delivering. You’ll choose from one of three practical, case-oriented case studies on topics including brand portfolio management, reputation management, and living the brand.

Event at a glance

Tuesday October 4th


Welcome Reception at the Georgetown Conference Center

Wednesday October 5th
















Break Select



Networking Reception

Thursday October 6th





Choose from 3 workshop tracks





Meeting Close

Event Details


“Every Institute meeting – and I've only missed three in ten years – has yielded an idea that has resulted in incremental revenues or profits for my company.”

“After each meeting, I write a summary to share within my firm. And what's remarkable is that I have never written a summary that didn't include at least one action item that came out of the meeting.”

“There is clearly value in reading articles in the business journals and magazines, but there is nothing like being able to talk about the ideas with the expert in a one-on-one setting.”

“When I first saw the slide on the 'three friend minimum', I thought it was kind of hokey. But I've made a lot of friends through The Institute, and they have come through for me a couple of times when I really needed some help.”

“The secret sauce of The Institute is that it's all b-to-b. At these meetings, I feel like I'm with 'my people”

“What is great is meeting someone from a totally different industry and finding out that we have a lot in common, but also a lot that's different and worth sharing.”

A Rich History

We are the world’s only B2B think tank. Our mission is to advance the state of B2B organizations by pairing renowned academic researchers and educators with world-class marketing practitioners.

Our events are at the heart of our mission and we take them very seriously. They are intimate, action packed and filled with tools, templates and applicable methods.

We’ve run events for over 30 years and have introduced our Members to an incredible group of world-class B2B experts, practitioners, and academics. Our speakers share road-tested insights and real-life cases that can help you become a better marketer.

Mohan Sawhney

McCormick Tribune Professor of Technology Kellogg School of Management Northwestern University

Phil Kotler

Leading expert on strategic marketing practice and Professor of Marketing, Northwestern University

Neil Rackham

Worlds' Leading Authority on Consultative Selling and Best-selling Author

Heather Sheehan

Former VP, Danaher Corporation

Abbie Griffin

Leading expert in New Product Development and Presidential Professor of Marketing, University of Utah

Amir Hartman

Author, Speaker, Advisor

Bill Midgette

Chief Executive Officer, Porex Corporation

Bob Cooper

Leading expert in Innovation Management and Creator of Stage-Gate®

G. Sandy Diehl

Vice President, United Technologies Corporation

Brian Sharp

Global VP Pricing & Value Management, Sealed Air Corporation

Charlie Peters

Senior Executive Vice President, Emerson Process Management

Sandy Jap

Professor of Marketing, Emory University