School of Business Gazette

School of Business to Cosponsor Seminar on Building the UW-Madison Brand

The second in a series of programs examining branding principles and their application to the University of Wisconsin-Madison, its schools and colleges will be cosponsored by the School of Business on Feb. 2.

 “Building the UW-Madison Brand-The Next Step” will be held Thursday, Feb. 2 from 1 to 2:30 p.m. at the Fluno Center and Dean Michael Knetter is scheduled to welcome attendees to the program. The discussion is open to all faculty, staff and students with an interest in building the UW-Madison brand. The program is sponsored by the School of Business, University Communications and the Wisconsin Alumni Association. Individuals with responsibility for the marketing and communication of their units are particularly encouraged to attend. There is no cost and no reservations are needed.
Speakers are:

• UW-Madison alumnus David F. Florin, president and partner of Hiebing, an integrated marketing and brand development firm, who will speak on “Unlocking the Brand Potential Within."  His speech will include a look at ongoing challenges the university faces in realizing its brand potential.  He also will cover ways of applying marketing principles in higher education.
• Alisa Robertson, alumni director at the School of Business, will present an example of how the business school is working to leverage the Wisconsin brand to build awareness of its alumni organization, Wisconsin Business Alumni.

For more information, contact Lari Fanlund, lfanlund@bus.wisc.edu, 262-2401 in the Office of Marketing and Communications.