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Building a Brand from the Ground Up, 36:29 mins
February 21, 2004
Hilary Billings, Brand Strategist, Red Envelope
Paul Levitan, President & CEO, Galaxy Desserts
Peter Sealey, Founder & CEO, Los Altos Group
Pete Slosberg, Founder of Cocoa Pete's Chocolate Adventures
Jim Lattin, Stanford GSB (Moderator)
This panel from the 2004 E-conference provides a broad survey of issues you can expect to face when building a new brand. The panel starts off discussing the challenges of start-up branding, but points out that you can learn lessons from big companies in your space as well. You'll get a reminder on making sure to cover all the aspects of a brand from the trademark, to the logo, symbol, and sound, and learn whether brands have attitudes and whether there is such thing as too much advertising. A gratuitous refresher on why New Coke failed is included, just in case you skipped that session in Marketing-101. Should you use PR? Will TV advertising disappear? No matter what the panelists have to say on these controversial subjects, all agree on one thing: If you are in a start-up situation, "Communicate the hell out of everyone."
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