Left Brain/Right Brain: Connecting strategy, creativity and business results

Left Brain/Right Brain: Connecting strategy, creativity and business results

This session will look at the typical branding conundrum. A beautiful creative solution that does not meet the business objectives or a great strategic idea that cannot be implemented generally result in business failures – so how do you prevent it? SALT Branding will discuss some industry best practices and ways in which divided thinking can be overcome. We look forward to sharing our thoughts and hearing your point of view.

Bring your own lunch, brown bag event.

Speakers:

David Neugebauer, Founding Partner, SALT Branding

David is well versed in brand strategy, brand architecture, creative / descriptive naming and trademark law. His work has encompassed a range of companies and industries, including pharmaceuticals, banking, software services and hardware manufacturers. He has created sound brand strategies and strategic architectures for some of the world’s leading companies, and brings a unique perspective to every branding project.

David’s most recent brand strategy and architecture credentials include Microsoft, R.H. Donnelley, Autodesk, CoreLogic and Milliken.
After graduating from San Diego State University with a Bachelor of Sciences in Marketing, David moved to Tokyo and worked for Bilingual Communications, one of Japan’s pre-eminent communication firms. Prior to founding SALT Branding with Paul Parkin and Rick Herrick, David was a member of the management team at Interbrand’s San Francisco office, and later a founder of MightyWords.

Cesar Chin, Founding Partner, SALT Branding

Cesar Chin joined creative forces with Paul Parkin back in the mid-1990’s, when Cesar left Landor to help run Interbrand’s San Francisco office. Since then he has become a Partner at SALT, taking the creative lead on some of SALT’s most important projects, including Microsoft, Coca-Cola, Sempra Energy and EMBARQ. His breadth of experience ranges from packaging to print, identity to online, and has helped SALT build the highest quality of design standards. Cesar is motivated by scale—big projects with complex systems that involve effective design solutions. This approach has helped him solve problems forclients in industries including air travel, health care, information technology, retail, food and beverage, utility, financial, telecom and education.

A graduate of one of the nation’s top design programs at Arizona State University, Cesar’s skills in strategic thinking and visual execution have helped to create corporate identity programs for Varig Airlines, Xerox, Philips, Sony, Hewlett Packard, Kodak, Cricket, Disney, EMBARQ, and a personal favorite…fatbrain {*}.