How names go from bland to brand

TAKE that business name from bland to brand – at least that’s the intention of a forthcoming seminar for Greater Dandenong businesses.
South East Networks (SEN) is hosting its annual Christmas breakfast next Wednesday featuring guest speakers from one of the world’s leading advertising agencies M&C Saatchi, and Krispy Kreme doughnut guru Mark Gilbert.
The theme of the breakfast will be branding – an essential part of becoming a household or industry name.
Naseema Sparks will represent M&C Saatchi and has a long line of credentials in the advertising world.
Ms Sparks, who has been with M&C Saatchi since 1997, was managing director of its Sydney office from 2000 to 2004, when she left to run the Melbourne office.
Ms Sparks has also worked for major companies including DDB, McCann Erickson and Fleishman Hilliard in Australia and the UK.
She holds a bachelor of pharmacy and master of pharmacology degree, as well as an MBA from Melbourne Business School.
M&C Saatchi’s portfolio of clients includes Optus, Woolworths, ANZ, TRUenergy, RSPCA Victoria, Australia Post, Qantas, Audi, George Weston Foods, Spirit of Tasmania and Tourism Australia.
Mr Gilbert from Krispy Kreme will speak in detail about the role branding has played in its Australian success, particularly its launch in Victoria this year.
Mr Gilbert will also explain the company’s intention for building a manufacturing plant in Dandenong – which is a 15 minute drive from its flagship Fountain Gate store.