Branding at Illinois Technology Association with VSA’s Hugh Allspaugh

Hugh Allspaugh, associate partner and marketing strategy lead at VSA, will moderate the Illinois Technology Association’s panel “Reinvent & Reinvigorate: Building a Powerful Tech Brand” on March 26 at the Chicago headquarters of Trading Technologies.

With more than 25 years of integrated marketing and advertising experience, Allspaugh has worked with clients including American Express, CDW, BP Fuels, Grant Thornton, HSBC, Kimberly Clark, SJ Johnson, Sears, Valspar, Western Union and Zebra Technologies.

Allspaugh points out that branding is one step further than designing a logo – it’s about achieving business goals. “Brand and marketing strategy is about helping clients navigate the immense volume of choices available to solve any given business problem in today’s complex environment,” he says. “By starting with the organizational objectives and the brand, you can focus on strategies that influence profitable customer behaviors at every step of the relationship.”

During the panel discussion, Allspaugh will lead a conversation with other tech marketers, including Trading Technologies Marketing VP Elise Fleischaker, Cleverbridge Director of Marketing Stacy Hanley, Zebra Technologies Global Marketing VP Debbie Murphy and Maven Wave Marketing Director Jessica Wesley.

Allspaugh and the four panelists will explore many aspects of branding, including the importance of research, crafting a distinctive brand identity, the role of tone and voice and how to bring a brand to life in the marketplace.

To learn more the Illinois Technology Association (ITA) and the panel, click here.