Lessons from Lotus on building a world leading brand

Andreas Schlegel
Andreas Schlegel, Global Marketing Director for Lotus

23 March 2011

Business leaders and executives will get a chance to learn about effective brand management when Andreas Schlegel, Global Marketing Director for Lotus delivers an exclusive talk at Aston Business School next month. 

Mr Schlegel, who was previously General Manager for Marketing and Network Development at Aston Martin, will tell the story of the dramatic re-birth of Lotus, the iconic British car manufacturer.

In September, Lotus made headlines after attending the Auto Show 2010 in Paris when it unveiled five brand new models, thus hailing the renaissance of its brand. 

This event will offer a rare opportunity to hear from Mr Schlegel as he describes how Lotus, which once almost lost its profile, has re-emerged as a serious player in the marketplace. Mr Schlegel will explain how he, with the support of his senior colleagues, has helped transform Lotus, demonstrating the value of effective brand management during difficult times.

The event, entitled Leading Thinkers, Leading Visions, is part of a series being hosted by Aston Business School in association with leading national and global firms, on this occasion with experts from international advertising giant McCann Erickson’s Birmingham office.

This joint event aims to provoke thought and stimulate creativity and innovation, which is central to the ethos at both Aston Business School and McCann Erickson.  This shared ethos aims to raise aspirations and give a major boost to the confidence, particularly of existing and emerging executives.

In addition, the event will offer ways in which businesses in the region can align with global organisations, and provide valuable networking opportunities too.

Professor John Edwards, Acting Dean of Aston Business School said:
“We are delighted that Andreas Schlegel will be joining us and sharing his personal story on how he led the transformation of the Lotus brand. His wealth of knowledge and experience are an asset to Lotus, and we are grateful that he is taking the time to share this with colleagues from across the region at such a crucial time.”

The event will take place on Friday 8 April 2011 from 12 noon until 2.30pm at Aston Business School, Aston Triangle, Birmingham, B4 7ET and will include lunch and networking.

If you wish to attend, please contact Patricia Bradshaw, Events and Communications Officer, on 0121 204 3297 or email p.bradshaw@aston.ac.uk

Find out more about this event.  

For all media enquiries, please contact Dhiren Katwa, Press Officer at Aston Business School, on 0121 204 4954 or email d.katwa1@aston.ac.uk



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