• Mktg SIG: Branding in the New Economy Monday, December 11, 2000 - 06:30PM
    Mitchell Park Community Center
    3800 Middlefield Road (between Meadow Drive and Charleston Road)
    Palo Alto, CA
    Marketing & Social Media

Mktg SIG: Branding in the New Economy



  • Panel Discussion


    Dan Ashbrook - The Peter Daniel Agency
    Theresa Lina - XOR
    Ross Halleck - Halleck


    Mitchell Park Community Center
    3800 Middlefield Road
    (between Meadow Drive and Charleston Road)
    Palo Alto, CA


    6:30-7:00pm registration/networking/refreshments
    7:00-7:20pm introductions and announcements
    7:20-8:30pm presentation


    $10 for Non-SDF Members, No charge for Members

    About the session

    Your company's idea is unique and your technology is cool, but in the wake of recent dot.com failures, you've realized that success is often driven more by a strong brand than by product superiority. Great -- if you only knew how to make sure that your brand was going to be the winner!

    Unfortunately, branding has never been easy, and the Internet economy has made it even more challenging. Developing and maintaining a strong brand in the face of market uncertainties, changes in strategy, and extreme time time pressures has become a daunting task.

    To help you learn ways to cope with the challenges, our panel of experts will give their views on successful brand management in the new economy. They will explain what branding is, discuss the basics of how to establish a brand, and offer suggestions on what to do with difficult issues like co-branding and re-branding. Throughout the session, they will provide specific examples from their own experiences. Audience participation will be encouraged.


    About the panelists

    Dan Ashbrook

    is CEO of the Peter Daniel agency, an advertising boutique that creates product demand and brand awareness for clients through innovative solutions, with careful regard to appropriate content. He has a long history of marketing, advertising, sales, promotions, A&R, and artist management, plus many years of experience in broadcasting and music.

    Theresa Lina

    has more than 16 years of technology and professional services experience, including 8 years as president of The Lina Group, a strategic marketing consulting firm. Her clients have included Andersen Consulting, IBM, and Sun Microsystems, as well as start-ups and small businesses seeking aggressive growth.

    Ross Halleck

    is the founder of Halleck, a premier marketing services agency that helps clients build better customer relationships through strategy, design, and intelligent use of technology. Strong identity and branding has been a significant factor in the business success formula.