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Thursday, February 22, 2007
From Names to Power Brands
The Role of Strategic Planning in Product Naming
Presenter: Kate Bristow, EVP & Director of Planning at M&C Saatchi
The name of a product or service can be more instrumental in its success than any other factor. And while it might seem to the uninitiated that product naming is a haphazard, random process, in reality the most powerful brands grow from a simple, logical naming process that has included the creation of a relevant brand positioning.
This presentation focused on the need for strong strategic planning throughout the naming process. Nobody wants to end up with just a name. The goal is to come up with a name that has the potential to become a Brand, or better still, a PowerBrand. The audience left with specific tools they can use to adapt this process to their own needs.
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This special event was co-hosted by PDMA Los Angeles and the American Marketing Association and sponsored by Quantum Method.
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About the Presenter
KATE BRISTOW, M&C SAATCHI
Having graduated from Oxford University with a MA in Philosophy Politics and Economics, Kate started her career in London, working at Saatchi and Saatchi. From 1987 until 1991, she worked for two highly acclaimed London creative agencies, before being lured back to Saatchi and Saatchi at the beginning of 1992 as Regional Business Director for Asia, and subsequently Director of Strategic Planning in the Singapore office. When the founders Maurice and Charles Saatchi left the agency in 1995, Kate followed them to their new start-up M&C Saatchi, becoming Director of Strategic Planning at M&C Saatchi Singapore.
M&C Saatchi went on to become the fastest growing agency in the history of advertising. Kate moved to M&C Saatchi Los Angeles in September 2003. The agency has a number of clients, including PETCO, the US Department of Commerce (US Tourism), Crystal Cruises, Ketel One, City National Bank, Qantas, the Getty and the San Diego Zoo
EVENT SPONSOR: QuantumMethod develops dynamic business and marketing strategies coupled with integrated branding and communications programs for companies serving consumer and business markets. QuantumMethod is a strategic marketing and communications company with a mind for business. QuantumMethod specializes in leveraging their deep expertise in business strategy, online and offline media, branding and marketing "know how" to deliver complete solutions. For more information, go to www.quantummethod.com.
