Brand Development

March 18, 2009
6:00 pmto9:00 pm

John Lonczak2John Lonczak is managing director of Phi-d – Product/Brand Development and a brand builder, strategist, industrial designer, engineer and marketer. As a brand development consultant, John has spent over 30 years helping Fortune 500 and “start-up”, companies, which have exposed him to a variety of industries, corporate cultures, processes and worldwide programs.

According to Lonczak, “The process of Branding is the foundation to communications, marketing and sales. Individual brand communication elements such as logo, colors, forms, images and copy are merely a manifestation of brand essence. Defining the brand essence, character and personality and their relevancy to the target market is key”. This presentation:

  • explored common branding misconceptions
  • reframed the understanding of branding
  • considered all brand ingredients
  • addressed brand essence and market targets
  • revealed the secrets of branding
  • reviewed branding theorems

John’s comprehensive cross discipline viewpoint helps address ‘big picture’ issues effectively and efficiently. He firmly believes that “good design solves problems, but great design expands opportunities.” He is the recipient of more than 30 patents and trademarks, Two Industrial Designers Society of America/Business Week Gold Awards, the Package Design Council Gold Awards and the London Advertising Award. His work has been recognized in the Wall Street Journal, The New York Times, Time magazine and many other international magazines and newspapers. It is also represented in the permanent collection of the Museum of Modern Art (New York), The Design Museum (London), and the Staaliches Museum for Angewandt Kunst (Munich, West Germany). A graduate of Syracuse University, John obtained a BID in 1977. Originally enrolled as an architecture and civil engineering dual major he discovered the world of design, materials, manufacturing and marketing. John’s interests in business, communications, design, art, craft, science, intellectual property, and physical and emotional ergonomics is now the basis for his holistic approach to marketing and branding.

Our sponsor for this event was Quade Consulting and Quade Education Dynamics, LLC. Susan Quade, Proprietor of these two organizations is an Industrial/Organizational Psychologist. Quade Consulting is a Sole Proprietorship, devoted to business solutions especially as they relate to Human Resource related opportunities, and Quade Education Dynamics, LLC (QED), focuses on education and networking opportunities for businesses. Quade Consulting is currently the vendor for Orange-Ulster BOCES for completion of the Entrepreneurial Assistance Program, which supports new business owners or those considering becoming business owners, through an extensive training program that takes students through the process of writing a Business Plan. Joe Hoffman actively manages this program on behalf of Quade Consulting, working with students and instructors to achieve the desired business acumen that allows for completion of the business plan. QC also works with small to medium sized businesses providing solutions that affect the bottom line through better hiring practices and better management training in general. QED, sponsors an annual conference, Hudson Valley Business Edge (HVBE), presents the skills of Hudson Valley consultants to small to medium sized businesses, with the opportunity to increase their knowledge in areas such as sales, marketing, web development, networking, and product development.

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