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Carter Connects with Emotional Branding to Austin Marketers
Cartis Group President and Chief Creative Officer, Shannon Carter, spoke as part of a panel of branding experts addressing topics ranging from how to measure the value of branding to making an emotional connection with your audience at the Austin chapter of the American Marketing Association's High Tech Breakfast. Carter joined Tina Hanzlik, director of corporate communications for Motion Computing, Randolph Houston, Jr., principal, Fortkort & Houston P.C., and moderator John Gillis, Jr. of First Order Consulting in a panel discussion on "Living Your Brand" before an enthusiastic crowd of marketers at the quarterly event.
Carter spoke of the idea that trust is a key part of good branding. He said, "Trust should begin with an internal focus-a company's employees. You must live your brand inside your organization before you can take it to any external media."
Hanzlik concurred, noting that a good brand is relevant, credible, believable and motivating. She spoke of her experiences during the rebranding and renaming of the Motorola spinout Freescale Semiconductor prior to joining Motion Computing. "A brand is what your company stands for," she said, pointing out that a brand is composed of both tangible and intangible elements.
Houston, an attorney with extensive experience in trademark and copyright law, addressed issues related to legal protection of a brand. Among the topics he addressed were the differences between a brand and the elements of a brand that can be legally protected, such as trademarks.
"Branding is consistently among the topics our members most want to hear about," says AMA Chapter President and Cartis Group Senior Account Executive, Kate Lacey. "A panel like this, with representatives from the agency, corporate and legal domains, is just what our members needed to get a balanced and broad perspective."
Carter, a frequent speaker on branding, advertising and the Austin Ad Fed's Ad Man of the Year for 2005, is also set to address the San Antonio Ad Federation February 16, 2006 and the 7th District of the American Ad Fed in Baton Rouge, Louisiana in spring of 2006.
Founded in 1992, Cartis Group is a branding-driven advertising and design agency specializing in visual communications for print, Web and broadcast media. Its clients are leading companies in consumer, technology and financial services markets, including USAA, Whole Foods Market, SigmaTel and Silicon Laboratories Inc. Cartis Group is focused on providing integrated communications solutions that drive revenue, build loyalty and inspire emotion. For more information, visit www.cartisgroup.com.
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