From Corporate Brand to Personal Brand
Moderator: Michele Corbett
Learn how a corporate brand identity is created, the types of strategies companies employ to stay relevant, and how this impacts your own personal brand.
February 6, 2014
Activities and Recreation Center
5:00 p.m. Registration
5:30 p.m. Panel Presentation
6:30 p.m. Hors d'oeuvres and Networking Reception
Network with professionals from the following companies:
Denise Lee Yohn, Inc.
Denise Yohn, President, Consulting Partner, Brand Building Expert, Author
Blending a fresh perspective, twenty-five years of experience, and a talent for inspiring audiences, Denise Lee Yohn is a leading authority on building and positioning exceptional brands.
Ms. Yohn initially cultivated her brand-building approaches through several high-level positions in advertising and client-side marketing. She served as lead strategist at advertising agencies for Burger King and Land Rover and as the marketing leader and analyst for Jack in the Box restaurants and Spiegel catalogs. Ms. Yohn went on to head Sony Electronic Inc.’s first ever brand office, where she was the vice president/general manager of brand and strategy and garnered prestigious corporate awards.
Today, Ms. Yohn inspires and teaches companies how to build great brands. Clients including Frito-Lay, Oakley, Dunkin’ Donuts, and Road Runner Sports call on Ms. Yohn to put “science into the art of brand building” and value her “unique combination of smart analysis, category expertise, and an energizing work style.” With her expertise and personal approach, Ms. Yohn delivers inspirational workshops, presentations, and keynote addresses to business leaders in all industries. Her talks are praised for being “brilliant and entertaining” and “inspiring and informative – worth every penny!"
An influential writer, Ms. Yohn enjoys challenging business leaders to think differently about brand-building. She contributes the monthly column Brand New Perspectives to QSR Magazine and has published work in numerous outlets, including Harvard Business Review, Smartbrief on Leadership, Advertising Age, and OPEN Forum. The New York Times, Wall Street Journal, Businessweek, and USA Today have featured perspectives from Ms. Yohn, and in 2008 she launched her blog which has been named one of the top 20 marketing blogs. Ms. Yohn also penned the book WHAT GREAT BRANDS DO: THE SEVEN BRAND-BUILDING PRINCIPLES THAT SEPARATE THE BEST FROM THE REST (Jossey-Bass).
Red Fire Branding
Liz Goodgold, Branding and Marketing Expert, Author, Coach, and Motivational Speaker
Liz Goodgold is a "branding guru" who works with corporations and entrepreneurs on how to brand out to stand out! This fiery redhead has created pharmaceutical brand names, repositioned big companies such as Galavision, created internal branding strategies for Sharp HealthCare, and coached over 200 entrepreneurs to sizzling results.
Ms. Goodgold takes her marketing expertise honed at Quaker Oats, ARCO Oil, and Macmillan Publishing and serves up a mash-up of delicious R&D – ripping off and duplicating big ideas and translating them to practical ideas for different audiences. As a media expert, she has been quoted over 500 times from the Superbowl to the success of Duck Dynasty to the Kardashians to the evolving Tiger Woods brand. Ms. Goodgold is noted for her quick quips and soundbites for TV, print, and digital publications.
Ms. Goodgold is a top-rated speaker at conferences and conventions delivering over-the-top strategies that work - really! She's a savvy businesswoman who tells it like it is - all while laughing and using examples ripped from the day's headlines. Pfizer, Qualcomm, HP, Warner Bros, Jones Day, and Abbott Labs are a few of her top-drawer clients. Her talks, like her 3 books, are pure "edutainment." DUH! Marketing, Red Fire Branding, and Red Fire Speaking: How to Speak Gooder (2014 publication) deliver stellar advice for stepping out of the shadows and into the spotlight.
Scott Schimmel, President, Professional Trainer and Coach
Scott is a master at helping people grow. As President & Chief Guide of YouSchool, Scott is responsible for leading the charge, ensuring that everything we do delivers on our mission and vision. After spending over ten years with a non-profit helping college students become world changers, Scott is deeply aware of the challenges students face when stepping into the professional world. This is why he’s invested his time guiding young people. Outside of YouSchool, Scott is an avid reader, speaker, writer, and golf fiend—and his latest challenge is learning how to coach Little League baseball. His wife and three children keep him anchored.
Microsoft, Siemens, Dell, Bosch-Siemens Home Appliances
Simon Vetter, Executive Coaching, Leadership Development, Managing Director Alexcel Group
Simon Vetter is an executive coach, management trainer and leadership development consultant. He works with senior leaders who want to achieve a positive, lasting change in behaviors and improve performance for themselves, their teams and organization. He specializes in executive presence, influence and impact, leadership branding, team productivity, and organizational growth. His clients include: Agilent Technologies, Bosch Siemens Home Appliances, Callaway Golf, CalPERS, Daimler, Dell, GKN Aerospace, Johnson&Johnson, Microsoft, NFL, Nomura Bank, Qualcomm, Siemens, UBS and others.
Over the last 20 years, Mr. Vetter has coached and trained hundreds of managers in the United States and Europe (mainly Germany, Austria, Switzerland, and Sweden). Vetter’s teaching approach is practical, hands-on and focused on developing effective leadership behaviors that result in measurable improvements. He is the author of Stand Out! Branding Strategies for Business Professionals, which aims to instruct professionals how to develop an authentic leadership brand and influential reputation.
Mr. Vetter coaches and trains in English and German. Originally from Berne, Switzerland, he moved to the United States in 1997. He currently resides in San Diego, California, and travels frequently to Europe.
Terry Hogelucht, Designer, Creative Director, Brand Consultant and Principal
Terry Hogelucht brings twenty years of extensive principal experience in graphic design for print and electronic media, specializing in brand identity design and encompassing creative/art direction, advertising, marketing, photography, illustration, copywriting, typography and production.
With an extensive virtual support network, Hogelucht Creative builds the appropriate meta-team of professional talent for your project scope and budget. They strive to be deeply and personally involved in their client relationships and are passionate about the quality of work they produce and the success it generates on their behalf.
Hogelucht Creative excel at building iconic branding platforms from business and product naming solutions to complete brand identity design and brand architecture. Their specialty is helping startups and pre-IPO companies strategically position their products/services in the marketplace and win through superior design, messaging and execution.
Based in San Diego, Hogelucht Creative works with clients across the nation and on projects world-wide. They have the ability to provide you with the resources necessary to bring a myriad of creative jobs to completion.