Chicago AMA, Feb. 2004

James L. Dettore, President and CEO of Brand Institute, a pharmaceutical branding, biotechnology branding, and consumer branding consultancy firm.

To show how to build a foundation for the creative product naming process, Mr. Dettore will present the roadmap for gathering information and market research intelligence. He will demonstrate how consumer companies and pharmaceutical companies make decisions on brand line extension vs. a new brand name.

Are your product name brands and service names capturing attention, gaining recognition, and harnessing brand potency? On Wednesday, February 18, 2004, Chicago AMA will focus on the latest techniques, trends and science to help you create successful consumer and pharmaceutical brand names for your products and services.

Develop Brand Names

In today’s fragmented, competitive markets, a strong, cleverly chosen name brand can make a measurable difference in profit margins and even the success or failure of a product/service.
Consumer brand names and pharmaceutical brand names must be memorable, consistent with the offering, and culturally acceptable. In the changing demographic make-up of the U.S., cultural and language associations are no longer important just for international launches. Nicknames and slogan phrases also stimulate market reactions.

Experts will provide actionable methods to apply to your individual consumer product naming process or pharmaceutical naming process. An open Q&A session following the speaker presentations will allow you to discuss your issues with the speakers and to learn from other audience experiences.
Develop Brand Names

The details:
Date: Wednesday, February 18, 2004
Time: 7:15 - 10:30 AM
Location: Maggiano's, 111 W Grand Ave, Chicago