Brand: “a person’s perception of a product, person, experience or organization.” (The Dictionary of Brand)

Note the key word in that definition: perception. People form their perceptions from any number of contacts with you, be it your product or service, website, a news story, brochure, email, Facebook, viral video, your logo or tagline.

Your brand is your greatest asset. It’s more than just your logo or your name. It’s your story.

A good brand strategy builds a good identity, the perception people will form of you. It answers:

  • Who are you?
  • What do you do?
  • Why does it matter?
  • Who do you serve? Your key target audiences?
  • What is your promise to funders, clients, volunteers, partners and the community?

It gives a solid foundation for all of your communications, PR, marketing and fundraising efforts.

In this interactive discussion, we’ll consider all of the elements of a solid brand system that will help articulate your stories to the folks who matter in a way that resonates with them.

We’ll also discuss the legal considerations of creating a brand and obtaining national protection: a federally registered trade or service mark. Because you need to protect your most important asset.

$10 advance / $15 door
BEAHIVE members: free


Founder, Antidote Collective / BEAHIVE

Equal parts publicist, marketer, social entrepreneur, nonprofit leader, and writer Scott has nearly 20 years of experience and a broad perspective promoting ideas, products and services in various culture-shaping domains.

He’s done media for the Dalai Lama and publicity for Phil Donahue’s anti-war film Body of War, PR for healthcare “whistleblower” Wendell Potter and groups like Rainforest Action Network and the Business Alliance for Local Living Economies (BALLE), branding for Rippel Foundation, strategic communications for the Local Economies Project of the New World Foundation, and creative naming development for American Express and global visual rebranding support for Coca-Cola with Ogilvy & Mather’s Brand Integration Group (BIG).

He’s also the founder of BEAHIVE and the nonprofit Re>Think Local and continues to lead both, and was a producer of TEDxLongDock. These are just a few highlights.


Founding Partner, Beame & Mencher LLP

Brian handles legal matters in the entertainment industries, with particular focus in the music business – artist representation, intellectual property management, deal-making, and general business governance. With a background in music, Brian enrolled in the University of Florida’s College of Law to learn the business side of the industry. While in law school, he worked at the nationally-renown law firm of Greenberg Traurig and was the founder of Music Law Conference. He graduated number five in his law school class.

Brian’s clients include major label artists, producers, new media/tech upstarts, award-winning filmmakers, Broadway/film actors, and other professionals in the entertainment industries. He is licensed in New York, and has published numerous articles for some of the country’s most prestigious law journals.

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Thu, Dec 12, 2013

7:00 PM – 8:30 PM

291 Main Street, Beacon, NY

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