Laura Pasternak, Principal and Chief Brand Strategist for MarketPoint, LLC, will speak at this year’s Berret-Koehler Book Marketing Workshop. The event is sponsored by the American Society for Training and Development (ASTD), and will be held at the association’s headquarters on June 17, in Alexandria, Virginia.
Pasternak will offer authors guidance on building and maintaining a personal brand and marketing published works. “We will explore the work of famous authors, from William Shakespeare to Steven King,” said Pasternak, “and demonstrate that successful authors build brand – and that brand, in turn, builds author success.” Designed for experienced and novice authors alike, the talk will provide a brief but detailed explanation of brand as it relates to traditional marketing, and explain how brand fits into the marketing mix. Finally, focusing on one modern business writer and public speaker as a case example, Pasternak will illustrate how authors can define and maintain a brand that is relevant to readers and true to the author’s purpose. “We’ll even discuss a few thought-provoking questions that will help authors jump-start real-world branding dialogues with their publishers,” said Pasternak, “…as well as their attorneys!”
Pasternak has over 19 years of brand management experience serving entrepreneurs, small firms, and the Fortune 500. She has worked with publishers such as Pearson Learning, Thompson Corporation, and Macmillan/McGraw-Hill.
The ASTD event is not open to the public.