STORY AND PHOTO BY KAREN BOSSICK
Branding has been an important business tool since the cowboys branded their longhorn cattle.
But branding your company and products can be intimidating and confusing.
Brad Mathews will attempt to demystify the process during a free workshop titled “What’s in a Name? Power & Practice of Branding & Identity” from 5:15 to 6:30 p.m. Tuesday, Nov. 5, at the Ketchum Innovation Center, 180 6th St. W.
Mathews has served as a professor of business and sales who has run sales teams and departments for global brands like O’Brien and Weyerhaeuser.
He will discuss the purpose of a brand, brand versus identity, how to create and establish a brand, how to brand in a competitive marketplace and how to brand in a newer marketplace. He also will discuss what brand equity is, how to create logs, tag lines and trade dress and legal aspects of branding.
Beer and non-alcoholic refreshments will be provided.
RSVP at www.facebook.com/KetchumInnovationCenter/