Leaner Branding - Why should lean startups even care about branding?

What is a brand and how do you manage and protect it?

In this talk we will explore why a brand is so valuable and why it is not about advertising or spending money, even in a very technical marketplace. See how a good brand is so much more than a name, a logo, a tagline or a corporate identity. A consistent brand can give you a great sustainable competitive advantage. But good branding takes great leadership across the whole company. Discover your brand touch points and see what your brand personality traits are so you work smarter rather than harder.

Athol Foden is a former computer science propeller head who became a high tech sales and marketing executive and lecturer. Along the way his fascination with marketing, branding and naming turned into a new career as a branding consultant. Today he is even more specialized as the president of Brighter Naming, a virtual version of Silicon Valley's original full service professional naming agency.