A panel comprised of two seasoned business owners, presenting aspects of product and service branding from a right-brain/left-brain perspective; the founder and President of an award-winning branding agency and the other an attorney and small business consultant who has worked with start-up businesses in senior management positions and as outside legal counsel throughout his career. Panel members will define what a brand is and discuss the process and considerations to be made when building a successful brand for your organization, utilization of the brand in marketing and advertising, and how to maximize its effectiveness. The panel will discuss the value of a brand to an organization and what actions can and should be taken to protect the brand’s value and insure its effectiveness, as well as the steps a business owner can take to discourage and defend against infringement of the brand by other parties, including processes involved in seeking to stop infringers and recover da