Panel:
Hype vs. Purpose: What Makes a Brand Truly Shine?

If a Abrand is a story, Anne-Maria Kankaisto knows how to make it resonate.

Anne-Maria has been part of the SOHJO journey since 2023, witnessing firsthand how bold ideas evolve into luminous movements. In autumn 2025, she stepped into a new role at Photonics Finland — continuing her mission at the intersection of science, business and storytelling.

With a strong background in communications and marketing, Anne-Maria understands that visibility without purpose is noise, and that the most powerful brands are built on both clarity and credibility as well as emotional connection and community.

Known locally as a passionate advocate for the creative industries, Anne-Maria brings deep networks and sharp insight into how authentic identity, consistent narrative and client-centric strategy shape both personal and organisational brands. She has seen brands grow from grassroots initiatives into nationally recognised platforms — and knows that behind every strong brand must stand a clear purpose.

As the host of panel discussion: Hype vs. Purpose: What Makes a Brand Truly Shine?, Anne-Maria will guide the conversation with both strategic sharpness and human warmth — ensuring the dialogue doesn’t just sparkle on the surface, but illuminates what truly makes a brand shine.

Because in the end, the brightest brands are built with intention.

We’re thrilled to welcome Anne-Maria to SOHJO Business Event as part of Photonics Finland x SOHJO Partnership.