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Protect Your Name and Brand Online: Lessons from a Cross Vertical Naming and Branding Leader

Wednesday, February 22, 2012
Speaker: Laurel Sutton, Principal, Catchword Branding

For any business, large or small, its brand's reputation is the most valuable asset. Global access to the internet means that more people can experience brands than was ever possible before. In this presentation, we will look at ways in which you can establish and protect your brand, from choosing the right name, to monitoring what's said about your company online, to basic trademark protection.

You'll find out why it's important to make name and brand protection a priority, how you can use your online presence to increase visibility, aid SEO, and win clients. Most importantly, you will find out how to do most of this yourself.

Laurel Sutton is Principal and Co-Founder of Catchword, a naming firm that develops product and company names for companies ranging from Fortune 100 to VC-backed Silicon Valley start-ups. Headquartered in Oakland, California, Catchword creates brand names, corporate names, and slogans for industries including technology, consumer products, financial services, and healthcare. As cofounder of Catchword, Laurel steers innovative brands like Cisco, Allstate, Wells Fargo, HP and Corning through the challenges of brand naming and naming architechture. Laurel's fascination with naming began while she was in the PhD Linguistics program at UC Berkeley - a time that also market the beginning of her ongoing love affair with gadgetry and all things high-tech. She also has served as an expert witness on naming and branding issues.

Past Events

1/25/12: Lessons From EMC: Supercharging Channel Partners
Speaker: Helene Barnekow, SVP WW Field and Channel Marketing, EMC Corporation

12/14/11: Selling & Marketing SaaS To The Enterprise
Speaker: Chuck DeVita, Principal, Growth Process Group

11/30/11: How Winning B2B Companies Achieve Profitable Growth
Speaker: Sean Geehan, CEO & Founder, The Geehan Group

10/26/11: Sorting Through The Hype: Google+ For Your Business
Speaker: Gopi Kallayil, Google+ Marketing Lead

9/28/11: Emerging and Surging: Doing Business in Emerging Markets Successfully
Speaker: Lucie Newcomb, President & CEO, The NewComm Global Group, Inc.



8/23/11: Accelerate Your Marketing Career: Mastering Leadership as You Rise
Speaker: Pam Fox Rollin, Principal and Executive Coach


6/28/11: Research from Wharton: The Three Most Important Variables in Internet Retailing
Speaker: David Bell, Professor, The Wharton School of Business


5/25/11: Lessons From NetApp: Transforming Marketing to Drive Growth
Speaker: Christine Heckart, CMO, NetAPP


4/27/11: Cisco: Crossing the Chasm from Vendor to Trusted Advisor
Speaker: Karyn Scott, Program Director, Cisco CIO Summit, Cisco Systems


3/22/11: SAP: Building an Ideal Reseller Ecosystem
Speaker: Karthik Manimozhi, Executive Director, Ecosystem, SAP


2/23/11: Keys to Successful Career Transition: Observations and Experiences of an Industry Executive
Speaker: Phil Bourekas, EVP Marketing, Symmetricom