In markets where credibility is non-negotiable and product complexity is high, branding becomes more than positioning. It becomes a strategic imperative. In this session, Wayne Simmons will explore how science and research-led organizations can use brand strategy to accelerate trust, commercial adoption, and long-term market relevance. With deep experience at the intersection of customer excellence, GTM strategy, and innovation, Wayne will unpack what it takes to move from technical validation to brand belief. Key Takeaways: - How branding can de-risk scientific and technical innovation in go-to-market efforts - The anatomy of trust: aligning product truth with brand narrative and customer experience - Bridging internal silos to unify marketing, R&D, and field teams under one credible message - Frameworks for translating technical language into market-ready storytelling - Case examples of science-based branding that drove traction, trust, and transformation