Service Network: Distinctive Delivery

15 September 2010

15/09/10 Distinctive Delivery: Brand Perfect

Cost: £35.00

Location: BHP Law, Kingfisher House, 2 Kingfisher Way, Preston Farm, Stockton-on-Tees, TS18 3EX

For any business in any sector, regardless of ambition or maturity, brand is crucial. 

You may not buy into the idea of brand equity, but brand values define you nonetheless.  Brand is how the people you do business with see you.  So selecting your brand identity will be one of the most important decisions you take in the lifecycle of your venture.  Maintaining that brand identity thereafter is one of the cornerstones of any successful business.

But branding is a minefield.  A highly distinctive brand may provide you with a strong identity, but the more remote it is from your product or service, the more you'll need to invest to train the marketplace to associate your brand with your products and services.  On the other hand, a more generic brand can be clearly linked with particular products but your customers may struggle to pick you out from the crowd.  So in this field, nuance and subtlety are all-important.  It pays to have top notch advice.

Service Network is able to bring you two of the region's leading experts in the field who will guide you through the branding minefield. 

Steve Blanks, Managing Director of Fat Frog, is one of the region's leading experts in the art of brand.  You may not be familiar with him, but you will be familiar with his work, which features in the identities of many of the region's most well known companies.  Steve is a straight talking critic and an eloquent presenter whose advice is an asset to any business.

Steve will be joined by Matthew Rippon, leader of the Innovation Team at BHP Law.  His background is in intellectual property law, which includes brand protection, but he is now best known for his work in commercialisation - the process of taking an idea from the drawing board to the marketplace - whether for established companies or fast growing innovation-based early stage businesses.  His experience is broad and cross-sector and his advice is unerringly commercial.

In the first half of the event, Steve and Matthew will give you an insight into the branding process and how brands are protected.  Then in the second half, governed by Chatham House Rules, they will look at your brand individually from the perspective of both the distinctiveness of the identity and the ease with which it can be protected.  Having been through the process yourself, you'll also be encouraged to contribute your thoughts about the brands of your fellow delegates.

We do hope you can join us for this engaging and highly practical event. 

Cost: Free to Service Network members, £35 + VAT to non members.

Time: 09:00 - 11:00

To avoid a cancellation fee of £35 + VAT please inform the Service Network team in writing at least 48 hours before the event if you register but can no longer attend.

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