Join us at the DaVinci Institute as we hear from five of the country’s leading branding experts as they take us on an inside look at the powerful new world of branding.

In a market where products are similar, branding can have a large effect on the price that customers will pay. Brands therefore add value to a basic product or service. Brand equity is used to describe both the value of the brand and the brand’s component values.

Brands encapsulate a whole range of communication, learning, history, feeling about a product or company within a simple name and logo. But although the name may be simple, the ideas underpinning brands and the different ways in which brands are used are both complex and multi-faceted.

EVENT: Branding Boot Camp

DATE: August 11, 2005

TIMES: 8:00 am – 4:00 pm


LOCATION: DeVry University, 1870 W. 122nd Avenue, Westminster, CO 80234


INSTRUCTORS: Terry Hackett, Jerry Sexton, Dr. Lindsey Moore, Dr. Tom Duncan, Diane Roggow, and Thomas Frey (see below)

COST: $199 – ($149 for DaVinci Institute Members) – Register here.

COMBO PACKAGE: Membership combined with Branding Boot Camp: $249 – Register here.

PHONE: 303-666-4133

The American Marketing Association defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors.”

Therefore it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.

The objectives that a good brand will achieve include:

Deliver the message clearly

Confirms your credibility

Connects your target prospects emotionally

Motivates the buyer

Concrete User Loyalty

To succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact.

Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot.

A strong brand is invaluable as the battle for customers intensifies day by day. Join us as we spend time researching, defining, and building your brand.

INSTRUCTOR – Terry Hackett


Terry Hackett is the Creative Director at PGM Integrated, Colorado’s premier marketing and advertising agency. Prior to joining PGM, Terry was President and Creative Director for one of the premier agencies in Colorado Springs. He offers more than 20 years experience as a senior creative director, writer and conceptual strategist in integrated marketing communications. He spent the majority of his career in Chicago helping to develop Fortune 500 Brands at such major advertising agencies as Bozell, J. Walter Thompson and Tatham Euro RSG.

His skill sets include writing and producing TV and radio spots, business films, b2c and b2b print ads, billboards, brochures, direct response, and Web development/design. His creative work is informed with relevant, in-depth strategic insights. As a result he has developed long-running integrated campaigns for such blue-chip brands as Brunswick, Four Seasons Hotels, Motorola, National Pork Producer’s Council, and Yamaha.

In his career, Terry has won over 100 international, national and regional awards including Addys, Obies, Clios, Mobius, Tellys, International Summits, and Golds from both the New York and Chicago International Film Festivals. He has a Bachelor of Journalism from the University of Missouri (Columbia) and a Masters in Communication from Webster University.

INSTRUCTOR – Jerry Sexton


Jerry Sexton is the Director of Interactive Strategy at PGM Integrated, Colorado’s premier marketing and advertising agency.
Jerry is the former owner and CEO of Digital Metropolis, a company he developed from conceptual idea into the premier interactive marketing agency for the Rocky Mountain region. Here he developed strategic plans and produced tactical CD-ROM, DVD, video (online and traditional), web and print products for sales, marketing and CRM applications. His clients ranged from small companies to Fortune 500 corporations worldwide.

With his extensive and broad-ranging expertise, Jerry manages all interactive strategy and production for our core services. He combines hands-on production experience and proven technology skills with the ability to visualize new media uses for marketing and training applications.

Jerry was on the implementation committee for the United States Air Force’s Electronic Imaging Center concept for transmission of imagery around the world. A sought-after speaker, he gives seminars around the country on new media technologies and their uses in marketing applications. He also teaches a Masters Degree Course at Denver University on multi-media production management. He has a B.S., Mass Communications, Florida State University and a M.S., Public Relations, from American University.

INSTRUCTOR – Dr. Lindsey Moore


Dr. Lindsay Moore is the founder and CEO of KLM, Inc., a management consultation firm located in Boulder, Colorado, U.S.A., that specializes in strategy, planning, branding, marketing, knowledge management, and the management of intellectual capital assets such as brands, intellectual property, and organizational capital.

Dr. Moore has worked in the fields of strategy, branding, and intellectual assets for over thirty years. She was one of the original founders, and later the General Manger of Strategy and Innovation, at Celestial Seasonings, Inc., an international specialty tea company, where she managed strategic planning, a vast portfolio of intellectual property, and developed a brand worth variously from $400 million to $800 million dollars (U.S.).

As well, Dr. Moore developed an innovative financial calculus for modeling and valuing “intangible assets,” such as brands, during the mid 1990s. This calculus is often used for benchmarking brands, measuring the contribution of brand plans and marketing strategies, valuations in merger and acquisition activities, calculating shareholder value, and for inclusion in corporate balance sheets.

Dr. Moore has served as a keynote speaker at numerous national and international conferences, speaking on strategy, branding, marketing strategy, intellectual capital, and the management of intellectual assets such as trademarks, patents, copyrights, and licensing arrangements.

INSTRUCTOR – Tom Duncan, Ph.D


Tom Duncan, Ph.D., is the author of the book “Driving Brand Value” and one of the nation’s foremost authorities on brands and brand building.

Dr. Duncan founded the Integrated Marketing Communication (IMC) graduate program at the University of Colorado in 1993. He now teaches at the Daniels College of Business (University of Denver) where he is director of the first MBA in IMC program in the U.S. Before becoming a college professor, Duncan spent 15 years in industry, working on both the agency and client sides of marketing communication. He began at Leo Burnett worldwide headquarters in account management where he worked for clients such as Procter & Gamble, KFC, and Union Carbide.

On the client side, Duncan was manager of marketing services for Peter Eckrich & Sons (a manufacturer of processed meats) and was vice president of marketing for Jeno’s, Inc. (frozen Italian foods). He has written numerous papers and made presentations on integrated marketing, branding, and IMC and is the co-author of several books including “Driving Brand Value.” The second edition of his newest book, “Principles of Advertising and IMC,” was published in 2004. His writings and research have been appeared in Direct Marketing, Advertising Age, Journal of Advertising Research, Journal of Marketing and Journal of Advertising.

Duncan has given seminars and workshops on integrated marketing and IMC in Asia, Europe, Africa, North and South America for academics, professional associations and companies such as McCann-Erickson, Porter/Novelli, Hitachi, Dentsu, BBDO and Sun Microsystems. His bachelor’s and master’s degrees in advertising are from Medill and his Ph.D. from the University of Iowa.

INSTRUCTOR – Diane Roggow


Diane Roggow is the Founder and CEO of Market Illumination, a firm specializing in the use of color and color psychology in strategic marketing and branding. Diane has specific expertise in the telecommunications and retail energy industries, with extensive experience in both the start-up and mature business environments.

Her key areas of expertise include brand strategies, brand implementation and management, B2C and B2B color trends and forecast, color design, identity architectures and guides, market management, product and/or entity naming, product marketing, and the psychological impact of product or environmental colors on consumers

Ms. Roggow has over 25 years of in-depth diverse management, marketing and servicing experience. She has led the efforts of multi-disciplinary personnel to achieve effective development, implementation and performance of long distance voice and video communications products and energy products and programs. Ms. Roggow has been responsible for product positioning, pricing strategy, distribution strategy, and functionality and packaging—all the classic marketing elements, with an added focus on identity, color psychology and branding strategies.

Diane’s been managing branding, color design, identity and strategy projects for over ten years. She was certified as a color psychologist by the Eiseman Color Institute and is a member of the Color Marketing Group Association.


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MEMBERSHIP in the DaVinci Institute is only $125 per year for individual memberships. Student memberships are just $99. If you’d like to join as a member, please go to

Seating is limited, so don’t delay. We hope to see you there.

Thomas J. Frey
Executive Director
The DaVinci Institute
PO Box 270315
Louisville, CO 80027
(303) 666-4133