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Cartis Group President and Chief Creative Officer, Shannon Carter, hosted and spoke at the Austin chapter of the American Institute of Graphic Arts “Small Talk Series,” addressing the significance of branding. The audience was diverse, consisting of about 50 designers, paper reps, students and seasoned professionals, all of whom were in attendance to learn about what exactly branding is and how to successfully create and sustain a powerful brand.
Beginning by defining branding as “the process of instilling the core business culture, philosophy and strategy into every communication touch-point,” Carter explained branding from the perspective of how Cartis Group approaches every brand it creates. Anyone can design a great logo and claim it represents a company’s brand, but a truly great brand is the result of a great strategy, developed from intense consideration of the company’s needs and its core business strategy, producing a clear, solid reflection of the company’s essence. Carter fielded a diverse set of questions, answering how to approach branding from the perspective of a design agency, how to sell branding and what Cartis Group looks for in designers.
Carter, a frequent speaker on branding and advertising, and the Austin Ad Fed’s Ad Man of the Year for 2005, is also set to address the 7th District of the American Ad Fed in Baton Rouge, Louisiana this spring.
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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