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We've heard it before, but is Branding still that important in today's
climate? We would answer with a resounding YES! In an economy that has been hit, but is on it's rise, it is more important than ever to deliver your message clearly and create brand loyalty from your
customer base.

We will answer all of your questions on where your marketing dollar should be spent whether you are a small, medium, or large company with our panel that services customers of all budgets. We will also cover the following topics:

1. What is a Brand?
2. How do you measure the value of a Brand?
3. How does a Brand affect your company, your competition, and your customers?
4. How do you successfully take your Brand from the inside... out?

Panelists:

Tony Crisp, CEO, Founder, Crisp Digital Branding
Chip Shafer, CEO, neoBrands
Ray Baird, President, Riechesbaird

Moderator: Carol Kurimsky, VP of Marketing at Best Software

Tony Crisp
Founder, CEO
Crisp Digital
www.crispdigital.com
Tony brings a fundamental understanding of business objectives, together with an acute visual intuition developed over a lifetime of graphic and fine art creation. An award-winning designer and featured speaker on entrepreneurship and branding. Tony provides strategic supervision on all client projects from initial conception to final production. A Biology graduate of University of California, Irvine, Tony has served as Brand manager for Stewart Surfboards and sits on the Marketing and Communications Committee of UC Irvine's Alumni Association.

Chip Shafer
CEO
neoBrands
www.neobrands.com
Over the course of his 25-year career, Chip has left an indelible mark on the technology industry. While Creative Director at Regis McKenna, Inc. during the late '70s, he was the driving force behind the introduction of Apple Computer and helped launch a new product category: the personal computer. His work for Intel Corporation is widely credited with helping establish that company's dominant position in the branded microprocessor marketplace.

As the technology landscape evolved, Chip applied his branding skills to assist a new generation of clients take advantage of the Internet. His insight led to a flat-rate pricing strategy for Netcom that drove the company's customer base from 45,000 to 400,000 in three months, and changed the ISP industry forever. He drove the strategy that took EarthLink through its successful IPO. And his involvement with Cox Communications helped
transform the cable giant from a residential video purveyor into a fast-growing commercial supplier of broadband communications.

Chip helped Oracle redesign its partner programs, and become the first enterprise software company to use its Website as a communications hub for its channel and technology partners. His enterprise software experience also includes branding work for State of the Art Software (now Sage) and Walker, who he helped re-launch two years ago.

Chip founded Shafer Advertising and Public Relations in 1983, and grew the company into one of the largest independently owned technology-marketing firms in the country. His latest endeavor, neoBrands, is focused on developing and delivering brand architecture for e-businesses and B2B enterprises who need to build or re-build powerful, sustainable brands.

Ray Baird
President
Rieches Baird
www.riechesbaird.com
Ray Baird is RiechesBaird's President and co-Founder, and one of the pioneers of Challenger Branding -- a strategic and aggressive approach to brand building that claims thought leadership and a defendable position against the competition. The agency offers integrated advertising, public relations and e-business services and has gained recognition as one of the 'Top 15 b2b Agencies in the U.S.' according to b2b Magazine. RiechesBaird is headquartered in Irvine and has 50 affiliate offices through their membership in MAGNET ( the Marketing and Advertising Global Network ).

Ray is one of the foremost experts in challenger branding strategies and techniques executed to market technology and B2B companies. His expertise covers building, launching and justifying brands by utilizing emerging technologies, and integrating between traditional and e-marketing methods. He developed this specialty during nearly 20 years of B2B experience on both sides of the client/agency equation, working with major international business-to-business and emerging tech brands.

Ray is a graduate of California State University, Fullerton (CSUF), has served on boards for The United Way, The Deacon Jones Foundation, Orange County Advertising Federation, OC Homeless Shelter, MAGNET (Marketing and Advertising Global Network), and actively participates in several other professional business and technology organizations. Some of his brand experience includes: Avery Dennison, Mag-Lite, Sony, Price Pfister, StarTrac, Pacific Life & Annuity, Epicor Software, Toyota, and many more.