Brand growth, protection discussed at PBN summit

WARWICK – Growing a company’s brand and growing its business are two different things that need to be approached differently, according to panelists at Thursday’s Providence Business News Summit, “Growing and Protecting Your Brand.”
“Your company’s mission, its values, its promise to the world and your employees, it’s raison d’etre, its reason for being, that’s your brand,” Chris Ciunci, founder and managing partner at TribalVision LLC, an outsourced marketing department for hire with offices in Providence and Boston, said. “If someone sees it, your name or product on a billboard, what emotional reaction do they have? A brand goes far beyond logo or tagline, it goes to your culture and that’s how you differentiate yourself in the marketplace.”
Making a brand personal with the consumer is essential, said panelist Jane Ritson-Parsons, group executive in the global marketing organization of one of Rhode Island’s and the world’s best-known brands: Hasbro Inc. in Pawtucket.
“Does your brand have a purpose, a relationship, what part of the consumer world is that brand going to be touching?” she says. “What journey is the consumer going on with you as they touch that brand?”
Also on the panel were Daniel Holmander, chair of the Intellectual Property Services Group at Adler, Pollock & Sheehan P.C. in Providence, and Tim Hebert, CEO and president of Atrion Inc. in Warwick.
Holmander told the 200 attendees that protecting a brand – whether through trademarks, copyrights or patents – required a purposeful evaluation of a company’s assets, and that the process should start as soon as the enterprise has started.
Hebert spoke to one of a company’s most important brand managers – its employees. They need to be both participants and believers in a company’s culture, reinforcing it both inside and outside its office walls.

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