Brand Real is designed as a handbook for startup entrepreneurs. It covers a variety of topics startup entrepreneurs need to know about in order to achieve success. The guiding idea of Brand Real is that successful brands must be built on reality: products and services that deliver real value to your customers, and ways of doing business that reflect your personal values as an entrepreneur and the values of your enterprise and its people. Brand Real gives an in-depth account of branding, which is a crucial factor in the success of any startup. Skillful branding is needed to establish your identity in the marketplace and to demonstrate the value of your products and services to your potential customers. A major part of Brand Real investigates the strategy and tactics of successful branding, explaining what works and why, based on the deep expertise of long-time experts in the field.
Vasken Kalayjian CEO / Brand Architect at GK Brand, Tribe Global. Award winning global branding expert, Vasken Kalayjian has worked extensively with Fortune 500 companies, as well as start-ups, not-for-profit organizations, and governments. His thirty years of experience has been applied to corporate identity, product portfolio, place and country branding systems, as well to integrated multi-media marketing campaigns and new product launches. Some of Vasken's diverse blue-chip clients have included A&E, ABC, Abbott, American Airlines, BP, Canon, CBS, Chase Bank, CNBC, Coca-Cola, College Board, Eppendorf, GE, Hanshin, Hanwha, HBO, IBM, Kia Automobiles, NBC, Neuberger Berman, NFL, Olympics, Panasonic, Pfizer, Pepsi, Pizza Hut, P&G, Radio Liberty, Roche, Siemens, Sony, Shell, Suzuki, The History Channel, Time, Tropicana, UJA Federation, Unilever, Visa and many others. Vasken began his professional career at NBC Universal, and quickly rose through the ranks as a designer and art director to creative director, on-air promotions director, and the head of the network's marketing and promotion department, at which time he rebranded NBC. He initiated and shaped new businesses and program launches as part of the portfolio for Network Television: NBC Sports, NBC Radio, World Series, Olympics, Super Bowl, Pro Bowl, Rose Bowl, College Bowl, Wimbledon Tennis, Boxing, Formula 1, NBC News, NBC Corporate, NBC Day Time, NBC Late Night, NBC News, NBC Olympics, and SNL-Saturday Night Live. He launched and promoted major hit features and series such as Saint Elsewhere, Hill Street Blues, LA Law, Live from Studio 8H, Shogun, Cheers, The A Team, and many other shows. Earlier in his career, Vasken was a designer for a prestigious New York City package design company, and during this time he won numerous awards for his designs for Bloomingdales, Pottery Barn and many other retail brands. He later held a position as an art director at Environetics, a leading environmental architecture company in New York City. During this time, he branded the corporate headquarters for Swiss Bank, Blue Cross Blue Shield, and other major global entities. On a parallel track with his distinguished career in Communications Design, Vasken is also an accomplished artist with many group exhibits and one-man shows to his credit in the U.S. and abroad. He received his degree in Communications from Pratt Institute in New York. Company website: www.gkbrand.com