A memorable, enduring brand that speaks your customers rests on three legs–Create. Build. Protect. Each is separate, yet interrelated and equally important. Ignore one, and you’re left with a two-legged stool, wobbly to say the least.
A generation of young entrepreneurs has a different view of what it means to be a CEO in today’s world. TOMS is one company that is redefining corporate social responsibility through contributing fundamental gifts of life: walking and seeing.
There are many businesses now who do not have a physical location at all. They’re strictly an Internet business. They sell only by internet. Then the question becomes what constitutes the actual proper use that qualifies for a federal trademark when you’re just on the Internet?
It goes to this issue of an active versus passive website.
A tone of voice is not what you say, but how you say it. Do you know the tone of voice of your brand. . .
Customers often consider high-priced eyeglasses that cost hundreds of dollars, that look “cool.” Warby Parker is determined have you look cool for way less and do good. . .
Trademark lawyers Bill Finkelstein and Cheryl Hodgson discuss registration of ubiquitous terms like “Keep Calm and Carry On” . . .