The word "brand" was originated to describe the mark on a cow's butt. Today it covers much, much more than that. Branding is an art form, a short hand for customer preferences, and even a cause for world domination. Katie Sprague, Senior VP at Callison RTKL, covers the long and short of it at Be | The Branded Environments Event Thursday in Los Angeles.

What makes a city a brand? How does a constellation of culture, sports, entertainment, and natural attractions link and shine as an experience? Los Angeles is the poster child for city branding, and you’ll find out why at Be |The Branded Environments Event August 20 in The City of Angels.

Not every project is as big as Texas, and not every client is as ambitious as Texas A&M University, which recently opened its “brand”-new, state-of-the-art Bright Football Complex. But any project can benefit from the Aggie game plan—and Brian Mirakian of Populous will tell you how at the SEGD Branded Environments Workshop Aug. 20 in LA!

Branded environments are the ultimate asset for companies that understand the value of expressing their brand in everything they do and every place they do it. What makes a successful branded environment? We asked the designers leading SEGD's Branded Environments (Be) Workshop what is inspiring them right now. You’ll hear more at the Be Workshop August 20 in Los Angeles, but in the meantime, here’s a sneak peek at some secrets to success in branded environments!