Marcus Childs, a director at Amplify, and Brook Calverley and Doug Hewett, founders of People-Made, formed the panel in Vue Westfield London in Shepherd's Bush.
Hewett started off the session by showing the audience a video about fandom and the importance of brand experiences to build a brand from the inside, starting with its employees.
Calverley went on to explain that the consumer feels a diminished sense of trust towards some large consumer brands when they hit the headlines for the wrong reasons.
He added: "The brand is what the brand does – we are seeing the need for brands to build on a sense of purpose."
All three experts spoke about the work their companies had done with different brands to build their values from the inside out, and the importance of creating a brand culture with employees as much as with the consumer.
Rachel Bull, associate editor of Event, said: "The venue lended itself perfectly to Amplify and People-Made’s insightful presentation – the cinema screen gave great impact to the film and case studies they displayed.
"Their presentation gave us a lot of food for thought and it set the mark for a high standard of content discussed throughout the day."
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