Naming and Branding

Seattle Autumn 2012 Semester

What is a brand? Is it you? Is it your vision? How do you determine what you stand for, and then how do you come up with a good company name? What are the characteristics of a good company name? What do you need to do to protect your name?

Goal:
Name and brand your business.

Date:
2012-10-23, 06:30 PM

Mentors


8.77
Stephan Roche
SVP & Chief Marketing Officer, Memory Lane, Inc.

Stephan Roche serves as the SVP and CMO at Memory Lane, Inc., a Seattle company that owns Classmates.com, the premier online, social, and mobile destination for reconnecting with the people and events from your high school years. Prior to this role, Stephan served as an e...

9.42
Joe Bezdek
Co-Founder and Former Brand Director, DivX, Inc.

Joe Bezdek is a co-founder of DivX, Inc., the creator of the popular DivX video format and technology. While there, he filled a variety of roles in product management, marketing, and brand management, most recently as brand director. He left DivX in late 2007 to spend tim...

8.00
David Aronchick
Founder

In addition to being the CEO of Hark, David has founded three companies. He most recently worked at Microsoft on a variety of teams including Windows Client, Internet Explorer, Microsoft Exchange and IP Ventures. His passions are new markets and digital media, and Heaven ...

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