Lilly: An Overnight Success 150 Years in the Making

In December 2025, Lilly became the world's first trillion-dollar pharmaceutical company. A seemingly overnight success that was years in the making. Years of building awareness and trust. Of doing the right thing for patients. Time and time again.

Most brands don’t think beyond the next year, the next quarter, or even the next campaign. But Lilly isn’t most brands. It’s been around for 150 years.

In this session, attendees will learn how to build a brand to last. A brand that’s about integrity and trust. A brand that has a long-term North Star, an ownable voice and a timeless positioning. A brand that puts the health of the patient above all else.

• How can a business obstacle, such as a critical product shortage, be turned into an opportunity to advocate for consumers?
• How can a cultural threat, such as growing skepticism of modern medicine, be transformed into a strategic advantage?
• How can you get the C-suite to see the brand as a driver of the entire business, not just a marketing function?