(Photo: Branding by EdgeThreeSixty TM)
The Start-Up Guide to Branding
by Marius Luedicke
No matter if you do it deliberately or accidentally, you are starting up a brand when are starting up a business. In this unruly session, we will discuss the most useful tools for getting a grip on your “brand”. You will see how a brand is more than just a cute name and a brilliant logo and why it matters to consumers. If properly done, your branding strategy will help you to make great product and communication decisions, and to develop your brand into an incredibly valuable asset.
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Dr Marius Luedicke is a Reader in Marketing at Cass Business School, City University London, and a brand strategist at Cass Consulting. His academic research focuses on brand management, consumer conflicts, and cultural innovation, has been published in leading academic journals, and has been cited in the New York Times, Time Magazine, Huffington Post, and Wired.
