It can take years to build a successful brand and only an instant to damage it. As business continues to become more competitive the importance of a company's brand and what it stands for increases. When your brand suffers from negative reviews or press it is easy to get sidetracked from what is important, your business and its reputation.

David Gallop, CEO of the National Rugby League has ensured Rugby League has continued to grow market share in the face of challenges from business rivals and off-field issues. He will discuss ways in which companies can maintain their objectives and direction in an increasingly competitive marketplace.

He will also provide valuable knowledge and insight on how to successfully evolve and manage a company's brand while meeting the challenges of a volatile business world.

The NRL's most senior executive since 2002, David Gallop has been involved in Rugby League since 1995 and has in that time been at the forefront of some of the most significant decisions in the history of professional sport in this country.

He has been witness to Rugby League enjoying increased financial stability, strong commercial growth and record crowd figures. He has also lead the NRL through major off-field challenges while introducing structural change in terms of a new team on the Gold Coast, a new competition in the Toyota Cup, new events such as the historic All Stars Game, the establishment of One Community programmes and a fundamental shift in the culture of club membership.

David has dealt with challenges from other football codes, competing for brand recognition and loyalty in the minds of consumers, particularly in the Western Sydney region.