Branding for Techies

Building a strong brand today is more important than ever. How do you set yourself apart from the competition in a unique way so that your brand is differentiated in the customer's mind? While you are investing in a trusted brand, how can you protect your position? Come hear experts in the branding and legal areas talk about real client situations and what to watch out for so that you can protect your most precious asset, your reputation in the market.

Our branding experts will use Ekaru, a company that focuses on connecting businesses with the technology they need, as a case study. The team will provide advice on how to create a strong brand for Ekaru and expand its market, both from a traditional marketing perspective and a legal perspective.

Featured Speaker(s)

Moderator:

Karen Faulds Copenhaver is a partner in the Patent and Intellectual Property Group at Testa, Hurwitz & Thibeault LLP practicing in the area of technology licensing. Copenhaver was formerly a partner of Brown & Bain in Phoenix, Arizona. Prior to joining Brown & Bain in 1992, Copenhaver held various counsel positions at IBM including counsel for the semiconductor labs and manufacturing facilities in Burlington, Vermont.

Speakers:

Paige Arnof-Fenn is the founder and CEO of Mavens & Moguls, a marketing strategy consulting firm. She was formerly vice president of Zipcar heading all marketing and sales activity for the company. Previously, she was vice president of marketing at Inc.com, responsible for promoting the company in the business and media worlds, and also for driving E-Commerce sales before the company was sold to a division of Bertelsmann. Prior to that she held the title of senior vice president of marketing and was a key member of the IPO team at Launch Media, an Internet start-up that went public in early 1999 and was later sold to Yahoo. She built the marketing organization from the ground up, overseeing all marketing, advertising, corporate communications, market research and promotion as well as the in-house ad agency/art department.

Michelle Chambers is President and founder of New Tilt, a web design company, where she is responsible for sales and marketing, as well as the strategic direction of the company. Chambers brings her strong business experience and her passion for interactive solutions to every client relationship. She believes in the power of an interactive solution and how it is successfully transforming today's successful business and education endeavors.

Deborah J. Peckham is a partner in the Patent and Intellectual Property Practice Group at Testa, Hurwitz & Thibeault, LLP. Peckham's practice focuses on intellectual property counseling and enforcement, with a concentration on trademark, copyight, privacy and information law issues. Her practice emphasizes strategic procurement, maintenance and enforcement of intellectual property rights both domestically and globally. Peckham's litigation experience includes patent, copyright, trademark, counterfeiting and general commercial disputes.

Ann Westerheim, PhD helps set the strategic direction of Ekaru, a company that focuses on connecting businesses with the technology they need, and also runs the marketing and sales efforts, and runs the day-to-day operations of the company. Westerheim holds a B.S., M.S., and PhD in engineering from MIT, and has extensive research and manufacturing experience combined with strong entrepreneurial, executive management, and operational experience. Prior to Ekaru, she served as co-founder and Vice President of Marketing & Product Development at an Internet software development company.

Schedule of Events

Networking will take place from 6:00 p.m. to 6:45, with the panel discussion following from 7:00 p.m. to 8:00 p.m. The last 30 minutes will be reserved for questions.