Build and Protect Your Brand for SMEs
To be successful, all businesses need to establish a presence in the consumer’s mind to attract and keep customers. In a connected world, multi-billion dollar brands can go from darlings to dregs overnight. Our SME session will offer learnings that will benefit both small and medium businesses while providing insight from case studies such as Volkswagen, Tim Hortons and others. Come and hear from three branding experts to learn about the life cycle of brand acquisition, protection and crisis management.
Greg Berube: Brand acquisition
Andrew Currier: Brand protection
Dean Peroff: Crisis management
Greg Berube is a strategically-focused branding and communications executive within the marketing/ branding industry with a proven track record of driving organizational change and in diverse industry sectors. International clients include Johnson & Johnson, Tim Horton’s, Parmalat, Bank of Bermuda, Vincor, McCain’s, Safeway and TD Bank. Greg has a deep background in business management including: Sales, Operations, Financial Overview, Budgeting/Budget Management and Human Resources. He is able to articulate a brand vision and build a cohesive team to achieve preset goals and objectives, in a timely and profitable manner.
Andrew is a recognized leader in intellectual property, combining experience in industry, law and academia before co-founding PCK. Andrew’s industry experience includes General Counsel for a publicly-traded flat-panel display company, IP counsel for a Silicon Valley start-up, and engineer for the automotive industry. In law, Andrew practiced for several years with three of Canada’s national firms. In academia, Andrew held a teaching appointment as Adjunct Professor at Western University in London Ontario, teaching patent law from 2000-2007. Cited by the Supreme Court of Canada, he is also co-author (with Stephen Perry) of Canadian Patent Law (2nd ed. Butterworths, 2014) the first text on Canadian patent law by practitioners in over thirty years.
Dean Peroff began his pioneering cross-border work in 1980 when he co-founded his own international law firm. At that time, globalization was in its infancy. Multinational expansion has evolved at an extraordinary pace since then. Dean has worked to meet the rapidly changing needs of the international business community at every stage of this development. In the process, he has gained a wealth of practical insight into global business affairs. He has practiced crisis management throughout his career and provided guidance to others.