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Scott Rockwood, CEO
Richter 7

The Role of Market Research in Creating a Branding Strategy The Role of Creativity and Aesthetics in Advertising

Scott is an entrepreneur. He co-founded Richter 7, and has actively participated in its management for the past 17 years. Over the years, he has worked with a multitude of clients in various industries including American Express, Beneficial Life, Schreiber Foods, Mrs. Fields, CBS, National Public Radio, Disney, Intermountain Health Care, Novel, and the Utah Transit Authority.

Scott’s work has received recognition in the most prestigious national and international creative competitions, including The One Show, Communication Arts, Art Directors International, the CLIO awards, and the Gold Lions. Print magazine described him as one of two recently “discovered” art directors in America, and Adweek featured his agency in their article, “Twenty Agencies to Watch.” Feature articles have also been written about Richter 7 in Communication Arts and Creativity magazine.

Scott earned a bachelor’s degree in fine arts from Utah State University.

The Role of Market Research in Creating a Branding Strategy (Morning Session)
During his first presentation, Scott will cover the key issues you should focus on when using market research to develop a branding strategy. He will discuss the emotional issues that motivate behavior, and he will define the sources of brand equity as well as how to measure them. Scott will use case histories to illustrate market research tactics, and explain how you can use them to grow brand equity.

The Role of Creativity and Aesthetics in Advertising (Afternoon Session)
During his second presentation, Scott will explain why creativity and aesthetics should matter to marketers. He will talk about the power of “art” in building brand equity. He will also display examples of creative advertising for both large and small companies, and analyze what has made these creative campaigns strategically smart.
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