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Commerce of Creativity Speaker Series to Explore the Secrets Behind Developing a Successful Brand

Industrial designer and strategic marketing expert Tom White will reveal the secrets behind developing iconic brands during the latest presentation of California State University, Northridge’s Commerce of Creativity Distinguished Speaker Series on Thursday, Feb. 16, at the university.

Tom White, founder of 3D12

White, a Cal State Northridge alumnus, will speak from 7 to 9 p.m. in the Kurland Lecture Hall of the Valley Performing Arts Center located at the south end of the campus at 18111 Nordhoff St. in Northridge.

White is known for setting new standards for linking brand development to sales growth and for introducing new products based upon the creation of an emotional identity. He began his career as the youngest marketing executive in the history of Lockheed-Martin, responsible for promotion of all Lockheed products and programs worldwide. After establishing his own company, 3DI2, White was immediately engaged by Fortune 500 leaders to oversee brand transformation programs. His client list includes Motorola, Philips and Volvo.

White graduated from Cal State Northridge in 1978 with a degree in industrial design. He received a master’s degree in business administration from Pepperdine University in 1984.

His is the second of three presentations that make up the inaugural season of the Commerce of Creativity Distinguished Speakers Series. The university’s Mike Curb College of Arts, Media, and Communication created the series in the fall of 2011 to connect the campus and the San Fernando Valley business community with compelling and provocative storytellers who have made significant contributions to global business achievement.

“Cal State Northridge is committed to educating students who go on to successful careers in creative industries,” said Robert Bucker, dean of the Mike Curb College. “We are investing in their future leadership by exploring and celebrating the creative problem solving occurring right here in the Valley.”

The final lecture of the 2011-2012 Commerce of Creativity series is scheduled for April 26 and will feature Oscar-nominated filmmaker Don Hahn.

Don Hahn, Oscar-nominated filmmaker

Hahn, who graduated from Cal State Northridge in 1975 with a degree in music, began his career in animation working for Disney legend Wolfgang Reitherman as an assistant director on “The Fox and the Hound.” Hahn moved through the ranks at Disney, eventually becoming producer for the landmark animated feature “Beauty and the Beast,” released in 1991, which made him the first producer in Hollywood to be nominated for a Best Picture Oscar for an animated film. His next production, “Lion King,” released in 1994, set worldwide box office records for an animated film and quickly became the highest grossing traditionally animated film in history.

Award-winning architect Kara Hill, who designed the university’s state-of-the-art Valley Performing Arts Center, kicked off the Commerce of Creativity series with a lecture in November 2011.

The lecture series is free and open to the public. However, reservations are recommended.

For more information about the Commerce of Creativity lecture series, call Jennifer Reifsneider at (818) 677-7038.

Cal State Northridge’s Mike Curb College of Arts, Media, and Communication is inspired by the shared belief that art is communication, that communication is an art and that art and communication are essential pillars for building and maintaining community. Many of its programs, including those in art, music, theater, cinema and television arts and journalism, have an international reputation for graduating skilled professionals who go on and make names for themselves in their respected fields.