Developing a Brand: a "Work in Progress"

| Tuesday, May 20 | 10:45 a.m - 12 p.m. | Room: Ambassador Salon I | Session Track: MC

When branding, downtowns often hire specialists, come up with taglines, and call it a day. But creating a strategic brand identity and developing that brand in a way that gains internal and external audience adoption must be a dedicated work in progress. It's really a pretty simple formula: Strategic Brand Identity + Brand Development = Brand Value. This session will clarify the terms Strategic Brand Identity, Brand Development, and Brand Value. Participants will find out why a "Brand" is much more than a logo, and discuss long-term brand development strategies.


Vivian Carmody, Carmody Consulting
With eight years of non-profit leadership experience in the downtown development and tourism worlds, Vivian Carmody is in the unique position of knowing first-hand the challenges that many downtowns grapple with.  She has participated in the brand development process for clients such as Chicago's Yorktown Center, the Fort Wayne Allen County Airport Authority, Olinger Distributing, and Historic Franklin, MI. Her agency experience also includes working with blue chip accounts such as Tyson Foods, Inc. and Zimmer Orthopedics. Vivian is currently in the process of becoming a certified brand strategist with graduate-level coursework through the Brand Establishment, North America's recognized brand authority and knowledge resource.

Marilyn TrentTrent Design 
Marilyn Trent started with little more than her creative talent, her tenacity and her commitment to satisfy the design needs of her clients when she first started Trent Design. Over the past two decades she has turned that business into a successful, full-service design and marketing agency while simultaneously raising two daughters and acting as a catalyst for positive social and ecological change in her community. A long-time advocate for downtown revitalization; she has offices in both downtown Rochester, MI a 2013 Great American Main Street Award winner and in one of Detroit's most proactive neighborhoods, Midtown. In addition, she is on the Board of Directors of the Downtown Development Authority of Rochester, and also founded the Green City Committee of Rochester as an addition to the Main Street Four Point Approach to address sustainability practices in downtown.