Tuesday, October 5, 2010

More Speakers Lined Up for ‘Family Name’ Forum

Wake Forest University’s Family Business Center has announced several companies that will join Yuengling executive Wendy Yuengling Baker at the upcoming forum on family owned businesses.

Brad Bennett of Wildfire Ideas will moderate a panel that will include executives from Cheerwine, Neese Country Sausage, TW Garner, Carswell Distributing Co., and The Monaghan Group. Panelists will share the strategies behind their marketing communications.

Baker, a member of the sixth generation of the Yuengling Brewery business, will share with her family's history and what has contributed to the company's success in becoming America’s oldest brewery. Founded in 1829, this family owned company has been in continuous operation for more than 180 years.

Finally, Wake Forest professor Roger Beahm will discuss the pros and cons of using the family name in developing a brand. From the Bush's Best baked beans to the Ford Motor Co. and SC Johnson:  A Family Co., branding the family name comes with it's own unique set of challenges.  Join us as we learn about the distinct differences in the psychology behind utilizing (or not) one's "family-ness" in advertising and marketing.

The event will be held Tuesday, Nov. 2, at the Graylyn Conference Center at 1900 Reynolda Road in Winston-Salem. A meet and greet breakfast will begin at 8 am with presentations running from 8:30 am to 1 pm. Register by Tuesday, Oct. 19, at http://business.wfu.edu/fbc, "FBC Events." For more information, contact Kristen Solis at kristen.solis@mba.wfu.edu.

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