Naming is widely thought to be a purely creative process where people drink coffee and brainstorm. Anyone who has tried this methodology to develop a brand name has probably found it to be rather ineffective. During this webinar, you'll learn how to name your product/company - the right way. Hint: it doesn't start with naming.
Equally as important as establishing a name, is protecting its trademark. Many small businesses overlook these important steps in creating and securing their brand. This webinar is intended to demystify the name development and trademark process for small businesses and entrepreneurs.
Presenters: Laurie Marshall, Founder and Attorney at Marshall Law Group - Trademarks the Spot & Nina Beckhardt, President and Founder of The Naming Group
Duration: 1.5 Hour
Host: SCORE Association
Laurie Marshall is a trademark attorney and President and Founder of Marshall Law Group - Trademarks The Spot, which helps small businesses and entrepreneurs with the legal aspects of branding their company. She has been practicing for over 17 years and for a large part of her career handled the trademarks for Major League Baseball. Laurie currently represents many MLB clubs as well as hundreds of small businesses and entrepreneurs in a variety of industries. Additionally, she handles many clients for Daymond John's Success Academy. She also speaks regularly on the Legal Aspects of Branding a Small Business at events and conferences throughout the US.
Nina Beckhardt founded The Naming Group upon the belief that naming is an all-too-often neglected opportunity to advance a brand vision. She channels the entrepreneurial spirit that built this agency into every partnership, challenging clients to think of the naming industry in innovative ways.
She is obsessed with words, brands and people. A self-described creative solutionist, Nina infuses every strategic relationship with her passion for creative branding and helping corporations make smarter choices. Her extensive knowledge of Latin, Spanish, and sound symbolism helps brands translate big-picture vision into savvy articulations.
Nina has led naming projects for Procter & Gamble, GM, Target, PUMA, Capital One, EPSON, and Dow Jones and ConAgra. A recognized authority on brand naming, Nina has been published nationally, appeared on the Emmy Award-winning television show, Autoline Detroit, and has presented on naming innovation in corporate boardrooms & at the FutureTrends conference.