There are two drivers of brand asset strength: uniqueness and fame. For example, when you see the swoosh logo of the Nike brand you know it represents Nike even though it may be featured on its own with no name accompanying it. Nike has been using its swoosh logo since the mid-1970s, and until the Read More »
In today’s day and age, this digital revolution that we’re going through, what we find is there’s uncertainty all across the organization. And so everybody needs entrepreneurial skills, they don’t all apply to the same degree. But the entrepreneurial skills are ones whenever you face uncertainty, you have to be in learning mode instead of Read More »
One of the most serious problems with IP is that there are so many myths, and so much misinformation around it. The subject is not easy for people to understand, therefore, because they will be fed wrong information, sometimes even by the very people they engage to help them with their branding. That’s because the Read More »
There is a saying, reportedly Chinese in origin: May you live in interesting times. This is said ironically and almost as a curse because ‘uninteresting times’, of peace and tranquillity, are more life-enhancing than interesting ones. Professor Byron Sharp of Ehrenberg Bass Institute for Marketing Science has produced some ground-breaking evidence-based research that is detailed Read More »
In my post last week, I mentioned that Intellectual Property (IP) has an image problem and might need a rebrand. There are lots of reasons I think IP has an image problem. For example, a marketer friend once advised me to remove intellectual property from the title of something I was creating because he thought Read More »
Intellectual Property (IP) has an image problem. This may be why its relevance to branding is often misunderstood. If you want to create a winning brand name or are embarking on a branding exercise focus on the intersection between marketing, branding, trademarks, and IP. IP is intrinsic to business. IP must be taken on board Read More »
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