Much Shelist

Much Shelist is a full-service law firm serving start-up, small and mid-market businesses, and venture capital investors, private equity funds and family offices that invest in them and support their growth.  The firm advises early-stage technology and growth enterprises in start-up matters and venture capital transactions.  Much Shelist continues to support those enterprises as they grow by providing advice on the full spectrum of legal and business matters a start-up or growth-stage company is likely to encounter, including issues related to employees and other service providers, intellectual property rights and licensing, and negotiations with vendors and strategic partners.  The firm also represents clients in litigation, mergers and acquisitions and other extraordinary matters.  Much Shelist is headquartered in Chicago and has a branch office in California.

Naming and Branding

Fall 2011 Chicago 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:
2011-11-01, 12:00 AM

Mentors


8.12
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...

7.62
Peter Tapling
President & CEO, Authentify, Inc

Peter Tapling is currently President and CEO of Authentify, Inc., a leading provider of authentication and transaction verification services. Previously, he was VP Strategic Development for NetDox and President of its IDMetrix subsidiary. Peter holds a Bachelor of Sci...

7.25
Brett Holland
Partner, Old Willow Partners

Brett Holland is currently a Partner in Old Willow Partners and serves as the VP of Product Development and Operations for Rainbo Sports. Brett is an experienced entrepreneur, executive and product strategist who founded and ran Akoya, a purchasing analytics software com...

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