archer>malmo Submits Two Great Startup Branding Panels For SXSW

archer malmo, am ventures, sxsw, panel picker, startupsThis week we will preview some of the best startup panels that are up for consideration at SXSW Interactive in March.  SXSW gets thousands of possible panel, speakers, book reading and other content submissions for their “panel picker”. If you’re a startup founder, entrepreneur or influencer with a startup related panel please email us with a link to the panel information at

archer>malmo is a Memphis based PR and marketing firm that’s been around for 60 years. They have huge clients like Pfizer, Verizon and RJ Reynolds. But they also work with startups. Not only do they do work for startups but they have a a venture firm called a>m ventures that invests creative capital into new startups, for equity (*disclosure Nibletz Media Inc is an a>m ventures portfolio company).

With their vast experience in startups and working with all kinds of new and young companies, they’ve seen and learned some great (and not so great) things that are definitely worth sharing with other startup founders.

Last year, they held a well attended panel called “When Bad Names Happen To Good Startups”.  The panel discussed the importance of naming and how sometimes that name that goes with that cleve URL may not be the best decision ever. They also discussed the ins and out and why’s of choosing a name. For most companies you’re stuck on it, or some version of it for life.

This year they are hoping to expand on that theme with an equally as important topic, branding. “When Bad Brands Happen To Good Startups” ”  Gary Backaus, Chief Creative Officer/Director and Justin Dobbs Creative Director at archer>malmo, were the speakers for last years panel and will also be speaking on this panel as well (if selected).

We get it. Whether it’s an investor intro, an online listing, or your elevator pitch, there are times when capturing your startup concept in a few words is critical.
But talking to customers? It ain’t one of those times.
Yet for some reason many startups continue to court customers with the same robotic sound bites used in their pitch.
And while a digestible “My Unique Feature” formula is fine for accelerator applications, in the real world, you aren’t pitching a business model or market niche. You’re pitching a product. And even the simplest, fastest, shiniest, funnest product needs more than a value prop and a clever name.
It needs a personality.
We’ll examine brand personality types, marvel at great ones, laugh at bad ones, and share some tips for uncovering your brand voice—one that’s genuine, true, and that offers your customers something no positioning statement can.  (they said on their panel picker page)
am>ventures Director and Everywhere Else Cincinnati speaker, Patrick Woods, has also submitted a panel for this years SXSWi panelpicker. Woods just got back from being one of the “mentors” for the new SXSW V2V festival in Las Vegas earlier this month.
Woods has a long background in PR and marketing with the past few years spent exclusively with startups. As the director of am>ventures he’s tasked with finding the startups that the firm wants to invest it’s creative capital in.
Woods also mentors through local accelerators, does office hours via Skype and Google hangouts and both writes and speaks on startup branding and marketing.
“Branding From Day Zero: Startup Brand Strategy” is the discussion Woods has submitted.
Branding. All startups have to do it, but no one really knows how. Punch “startup branding” into google and you’ll find checklists and 10-step plans that’ll tell you to “have a logo” and “be consistent.”
Startups don’t need tips and tricks. They need an understanding of brand strategy—what it means and why it matters. And ultimately, how to do it from the beginning.
Name, logo, t-shirts, stickers—these are all parts of brand, but what undergirds the whole system? Brand strategy. Startups usually skip this crucial phase. And it shows. I’m a hybrid ad man/startup guy who’s built brands for everything from an event discovery app to an AI system. I’ve seen tons of branding tools, but none specifically those starting from scratch.
This talk will explore a way forward specifically for startups. We’ll move past the tips & tricks and focus on a few actually helpful questions for building a great brand that resonates with your audience and build long-term loyalty.” Woods wrote on his panelpicker page.

You can vote here for “When bad brands happen to good startups”

and here for “Branding from day zero: Startup Brand Strategy”



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