San Jose, CA

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Event Details

This interactive seminar provides guidance and inspiration on how to distill and communicate the center of your unique brand in order to build business, boost sales and increase your market share.

Brands are about the marriage of fact and narrative. It's important to convey what makes you different — your special capabilities and traits — so that potential customers can easily understand what sets you and your business, product or offering apart from the competition. Brand definition sits at the core of all marketing activities, providing the guide for allocation of your precious financial and personnel resources, and can translate into real increases in sales and market share. 

Whether you're expanding, starting out, or looking to reposition and refine your products or business, this seminar will…

 - show you how to define your brand

 - provide analysis of how other global brands successfully communicate and manage their brands

 - teach you how to go beyond your company's basic capabilities and thrive using your brand as the center of all you do and communicate for greater impact, happiness and success

You will come away thinking like a brand strategist, and with some practical tools to use in looking at your own brand, no matter what business you are in.

Everyone can put branding to real-world use, whether you are in business, a service industry, organization, non-profit, or in a creative field. Good for businesses of all sizes.


Beth Taubner of Mercurylab has been a Creative Director and Brand Strategist working with creative communications for the past twenty years. She is nationally known for her expertise in creating branding programs and distinctive concepts, visuals and communications for businesses large and small, for publishing, retailers, educators and creative professionals in the United States, the UK, and worldwide. Her clients have ranged from well-known American brands such as A&E, Kodak, Chase, Stop & Shop and Miramax Films to the College of Human Sciences at Auburn University, Conde Nast BridesInternational Newsweek, and retailers such as Sears and regionally celebrated Rug & Kilim. She also works closely on brand identification and visual development for clients with national and global reach.

Her work has appeared in many award annuals, including GraphisPrint and Communications Arts, and has been nominated twice for the National Magazine Awards. She has taught at prestigious schools such as Art Center College of Design and Otis College of Art and Design in Los Angeles, and offers one-on-one consulting, public speaking and group seminars on brand development and implementation.