Hodgson Legal
An Arbitrary Trademark spun from Cotton Candy
Apr25

An Arbitrary Trademark spun from Cotton Candy

A recent filing at the U.S. Trademark office for the mark COTTON CANDY is a terrific example of an otherwise generic term that has been used as an arbitrary mark. At the same time it’s also a mark that is suggestive,

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Survey Monkey is not the Path to Brand Innovation
May14

Survey Monkey is not the Path to Brand Innovation

Before joining The Gap Brands late in 2014, Kyle spent years traveling the globe facilitating teams to solve problems, crafting solutions, and maintaining relevancy to consumers. In a candid conversation, Kyle shared an experience of getting down with consumers in their homes and offices, where he looks for clues that lead to break throughs for the brands he represents.

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The Gap’s Kyle Hermans on Brand Innovation
Mar31

The Gap’s Kyle Hermans on Brand Innovation

This is the first in a series of excerpts from my interview with Kyle Hermans, for the forthcoming book Brandaide–A Blueprint for the Brand CEO. Kyle offers a rare glimpse into the world of a real life brand innovation master. Kyle Hermans travels the globe leading a diverse array of global brand owners in solving problems. Kyle facilitates brands and their leaders to creative breakthrough, and to innovate. We ask, what does the word “innovation” really mean?

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The Edge: 50 Tips from Brands that Lead
Feb20

The Edge: 50 Tips from Brands that Lead

In the digital age, the old rules of marketing and branding are in desperate need of overhaul. Word of mouth has evolved to word of type as customers promote to a massive Internet audience. . .

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