Supply Chain and Operations’ Role in Brand Building

A brand is only as strong as its supply chain. No longer defined solely by products or marketing, today’s brands are judged on how well they deliver on their promises. Supply chain and operations now play a critical role - from traceability, transparency, and sustainability before purchase to communications, flawless fulfilment, and hassle-free returns after it. Together, these capabilities create a new loyalty battleground where customer trust is won or lost. In this session, leaders share how operations are becoming a defining pillar of brand building and long-term equity.