• Betty Tuppeny: The Art of Branding

    Betty Tuppeny

    Posted on December 19, 2012 by Elisa Gabor

    .

    ……….Betty Tuppeny is the founder and CEO of Domus Advertising in Philadelphia. Before owning her own strategic branding company, Betty graduated from the Annenberg School for Communications at the University of Pennsylvania and worked as executive and Sr. Vice President at Earle Palmer Brown and Weightman Advertising. To say the least, she has a passion and enthusiasm for branding which could rival that of any recent graduate who is just stepping into the world of advertising.

    .

    Concept: Evan Robinson

    .

    The class watched as she glided around the room, asking questions, drawing diagrams with fat, colorful markers, and explaining how the branding world operates today. Students at Penn are working on projects that require them to develop their own brand; one which can both highlight their photographic collections and create a unique footprint in the industry as they prepare for the ever-competitive job pool outside of college.

    .

    Concept: Ali Immergut

    .

    Concept: Brian Chaffanich

    .

    With Betty’s guidance, the students looked at various existing brands that offer a successful model in terms of maintaining a company identity that works: Coca-cola, UGGS, CAT, Louis Vuitton, and others. It was interesting to learn how the companies think about the public/consumer and how they strategically place their products in good position to be desired and consumed. To market oneself in this way is a difficult task. As with all artists, these issues arise: how to maintain one’s personal style and values while producing marketable products, who is the audience, how does the artist want to be perceived in their chosen sphere?

    .

    Concept: Max Wang

    .

    As Betty displayed to us, it takes a creative and determined individual to define a unique place for oneself in a field, but this is the task that is charged to all young professionals in every field. In times like these, one must market one’s self, in the spirit of entrepreneurship; strategic branding can be a hugely important tool for everyone who is creating their own path.

    .

    Concept: Luciano Ruiz

    .

    Concept: J. Antonio

    Copyright 2012

    .

    About The Author: Elisa Gabor is enrolled in the Master of Fine Arts program, University of Pennsylvania.

    .

    Editor’s Note: Betty Tuppeny has driven successful branding efforts for Fortune 50 companies, maximizing ROI from their marketing communications efforts. With 30 years experience in the branding and advertising industries, Ms. Tuppeny is the Co-Founder of a successful 19-year-old Wharton School Entrepreneurial Center company, Domus (www.DomusInc.com), Inc. Interfacing at the Executive Management/CEO level, Ms.Tuppeny has developed and managed high-performance branding programs for ConAgra, Diageo, Mattel, Merck and Merril Lynch. In the ever-changing environment of branding, Ms. Tuppeny’s visionary low fixed/higher variable cost advertising agency model provides world-class strategic solutions while delivering client return on investments as high as 250%.

    .

    Ms. Tuppeny recently founded EKT Development, LLC to pursue entertainment projects in the publishing, feature film and educational video game arenas. She is co-authoring a book with power brander Tom McAndrews on job creation through entrepreneurism entitled START! Your Company. Your Life. (Anticipated publish date: 9/12)