Introducing Brand Tuned To give businesses the best start in life when it comes to developing a new brand, it is essential that intellectual advice is taken during branding projects so the brand can stand, be distinctive, and use protected IP to remain unique. The importance of IP should never be underestimated when it comes Read More »
World IP day is on April 26. Every year the IP industry, led by the World Intellectual Property Office (WIPO) celebrates the day by raising awareness of the vital role IP rights in innovation and creativity. World IP Day 2021 shines a light on the critical role of SMEs in the economy and how they Read More »
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 »
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 »
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