Spence, Betty
June 2007
NAFE Magazine;Summer2007, Vol. 30 Issue 2, p7
The article discusses the highlights of the 2007 Executive Women Leading the Way Conference of the National Association for Female Executives held in Laguna Niguel, California. Bonnie Njist, president and chief executive officer of Zeesman Communications, asserted that branding creates a shortcut for decision-makers. Liz Goodgold, chief executive officer of Nuancing Group, suggested to avoid naming a company after oneself because it will be hard to sell it. INSET: GROW YOUR BUSINESS.


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