In this episode, Cheryl and Alex Mandossian discuss: Storytelling for people who hate to sell. How to turn objections into questions into answers that solve the problems faced by customers. The value of telling the business owner’s origin story. Using case studies as client stories to showcase the value of the offer.
Early Internet marketers disseminated misinformation leaving many Internet businesses with weak or no brand protection. Marketers in their quest to secure easy search rankings, as well as domain resellers seeking to drive up prices, failed to communicate this important message: A generic term will never be a trademark or brand for the product or service being sold.
In this episode, Cheryl and Brian Kurtz discuss: The importance of “romancing your audience” with a great story. Why direct marketing should be a component of your brand strategy. Customer service, fulfillment and their marketing functions. Defining your personal brand to distinguish yourself from the competition.
There are three doors to file a USPTO trademark application. Whether you file on your own or hire a trademark attorney, it’s helpful to understand the three common ways to file your USPTO trademark, and the procedures used by the Trademark Office to decide if your UPSTO trademark application will be approved. The three ways include the Intent to Use Trademark Application, the Actual Use application, and for foreign applicants, to file using an existing foreign trademark application or registration as the basis for a USPTO trademark. The Intent to Use Trademark requires a second step, namely to file a Statement of Use Trademark.
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.