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Top Ten Naming Lessons: A B2B branding and legal guide

Facilitated by Alex Valderrama, Principal of Cranium Studio, and David Schachter, I.P. attorney for Sherman & Howard.

Cranium Studio and Sherman and Howard

What exactly goes into choosing the right name for your business, product or service? You may be toying with the idea of a name change, so, when is it the right time? How can you protect your current name?

A successful name can help differentiate your company, increase brand equity, and create a strong brand preference. In today's mobile and technological environments, we have to take into account many more factors than in the past when choosing a new name. These are several of the topics that will be discussed:

  • How to create a strong name
  • How to protect your investment
  • How to research potential names
  • Key identifiers of when to consider a name change
  • Brand techniques to develop a strong name

Join Alex and David for this interactive roundtable as we discuss the top 10 naming lessons and best practices. Walk away with straight-forward naming strategies and easy to follow guidelines for developing and maintaining a strong name and brand presence.

Roundtable attendees will receive the "What's In a Name" best practices white paper.


Alex Valderrama
Principal/Branding Director, Cranium Studio

Alex is an entrepreneur and executive with over 22 years experience in branding, marketing and strategic thinking. Alex and his team have worked with some of Nation’s most well known companies such as Principal Financial, Massey Ferguson, Norwest Banks, Microsoft, FRx Software, Wells Fargo, Gates Rubber, National CineMedia, Utopia, and he has also led the growth of many start-up product and service businesses. Alex and his firm have received over 80 national and international awards. Alex has also served as a judge on several national branding and marketing competitions. He lectures regularly on topics such as branding and marketing throughout the design community, universities and the business sector. In addition, he has served as an instructor in brand and visual communications related courses in several major colleges and universities while mentoring students and peers.

David N. Schachter
Intellectual Property Attorney, Sherman & Howard LLC

David Schachter leads the Firm’s Intellectual Property Practice Group and has 30 years of experience in the legal industry. He represents clients in both the public and private sector in all areas of intellectual property including all forms of licensing, sale, protection and commercialization of intellectual property and technology development; registration, maintenance and enforcement of trademarks, and copyrights. David received his Juris Doctor from the University of Santa Clara School of Law in 1981 and his Bachelor of Arts, cum laude, in 1977 from the University of Colorado. He is listed in Best Lawyers in America for Intellectual Property.

Thursday, April 25, 2013 7:30 - 9:00 a.m.


Sherman & Howard office, 633 Seventeenth Street, Suite 3000, Denver, CO 80202

Lot and metered street parking

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  • BMA Members: $15
  • Not-yet Members: $30


Deadline: 4/24/2013
Maximum Attendees: 30