27 October 2011

Essex expert promotes storytelling to businesses

Cecilia Cassinger

Management lecturer Dr Cecilia Cassinger gave two popular workshops at a special “Going for Growth” event for businesses in the region.

Dr Cassinger from Essex Business School outlined her research on branding and image construction, and how brands with a strong story to tell are more successful.

Around 100 business representatives attended the event, organised by the Designers Network, Essex County Council and the University of Essex, held at Writtle College last week.

Emma Hewett, Research & Enterprise Manager at the University said: “These workshops demonstrated how expertise at the University is of direct benefit to business.”

The workshop, designed to help business leaders to exploit opportunities for growth, was chaired by George Kieffer, Essex Vice Chair of the South East Local Economic Partnership. Speakers included Sir George Cox, previous Chairman of the Design Council and Director General at the Institute of Directors, and Lawrence Mallinson, co-founder of the Covent Garden Soup Company and James White Apple Juices.

Workshops and presentations included how a small business competes in a large market, creating apps, profiting from design and patents and trademarks.

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