Entrepreneurship via Branding
Focusing on a very important subject for entrepreneurs, this panel talked about how companies need to understand that they must focus on the product, but also on their branding. That means choosing the right name and setting the right communications strategy with the customers. To talk about it, Larry Gulko, Brand Strategist & Executive Coach, Founder of BRAND: NEW DAY, talked with Jake Karls, Co-Founder of Mid-Day Squares, Jovana Mullins, Co-Founder & CCO at Alivia, John Matthews, Founder, Avrio Footwear; and Andrew Straitman & Sydney Maisel-Straitman, Directors of Commonwealth Packaging. As Gulko said, companies must have in mind how they are selling their products, what is the story behind them, because it must be strong and cohesive in order to make the business grow.
Larry is a brand architect and strategist, executive coach, keynote speaker, and more. He created BRAND: NEW DAY, a brand-building and thought leadership retreat designed exclusively for companies looking to take a fresh look at their brand and determined to take it to the next level.
John Matthews believes the future of sustainable fashion will depend upon cooperation and collaboration and education. John is the founder and CEO of AVRIO, a brand created to showcase the entrepreneurs of our world who have a vision and a passion to help Make Tomorrow Beautiful. After spending ten years in the manufacturing side of footwear, John left a position as the Chief Operating Officer of an international company to start AVRIO.
I am the co-founder of Mid-Day Squares and resident Social-Personality. In other words, I build relationships, activate community and make noise. Think of me as the energizer bunny or mr hype. My mandate is to humanize brands as much as possible.
Sydney’s grandparents started Commonwealth Packaging Company and her Dad and Uncle took the reins in the 90’s when she was a little girl. The sentences “high and low-density plastic” and “kraft paper bag with twisted handle” are part of her daily routine in the company.
Jovana Mullins is the co-founder of Alivia, a social-impact womenswear brand inspired by the artistic expressions of people with developmental disabilities. Although her career to date has centered around fashion, her true passion is volunteering—using art as a vehicle for empowering individuals with disabilities. In 2019, she founded Alivia with the mission of providing purpose and voice to the previously unheard, showcasing the many talents and abilities of people with disabilities, and pushing the fashion industry further towards inclusivity.
Graduated in Finance and Management and with M.B.A in Business Administration, Andre Stratman is, since 2017, the Director of Strategy & e-Commerce at Commonwealth Packaging Company.
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