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

Petri Lauronen is a creative visionary, storyteller and co-founder of BrainyDay Oy, a media production company where narrative meets innovation. With a background in storytelling and brand marketing, Petri and his team identify the emotional core of stories and translates it into impactful, emotion-driven brand videos. His purpose is to bring ideas to life in ways that feel authentic, human, and truly memorable.

At SOHJO 2026, Petri brings his deep understanding of visual storytelling to the panel Hype vs. Purpose: What Makes a Brand Truly Shine? to explore what elevates a brand from visible to vibrant. Working at the intersection of creativity, culture, and real-time media, he bridges the gap between who we appear to be and why we exist - a core tension at the heart of every distinctive brand, whether personal or corporate.

Beyond the panel room, BrainyDay is also powering SOHJO’s real-time aftermovie production, capturing the spirit of the event and presenting it to the audience immediately at the close of the day on March 27. BrainyDay’s work amplifies not only the memory of the moment, but its cinematic storytelling power — evoking real emotion. 

For Petri and BrainyDay, a brand isn’t just seen. It’s felt. And that feeling is its true shine.

We’re thrilled to welcome Petri to SOHJO Business Event as part of the BrainyDay x SOHJO partnership!