Marketing

brand innovation

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?

how to trademark a website

How to Trademark a Domain

Clients and marketing professionals are often confused as to the difference between registration of a domain name and registering a trademark or service mark. Domains names are not trademarks. A domain is nothing more than an Internet address, much like the street address where you live. Domain names do not afford protection against use of the domain name for competitive products or services unless separate trademark rights are established and registered.

brand experience

Brand Experience Comes Alive-Through People

Many organizations have brand values, yet few manage to make them real for their own teams, in a way that enables the team to bring these values alive for customers. While most brand owners see training as the solution, all too often, training can actually become part of the problem. Here’s why:

brand loyalty

Consumer Switch: How’s your Brand Loyalty?

Consumer loyalty is the behaviour of consistent purchasing of a brand over an extended period of time, measured as a proportion of times a consumer choses the same brand compared to other brands in the same category. Consumer loyalty is, quite rightly, seen as the key to a successful product and business. However, sometimes, even the best quality product does not garner the loyalty it deserves; and even advertising a product may only result in a short-term spike in sales, and may do little to stop consumers from switching to other brands over time.

iconic personal brand

Perez Hilton & Jim Cramer: Related?

Related in that both Jim Cramer and Perez Hilton are iconic personal brands to their respective audiences, brands launched on the Internet and leveraged into off-line profitable empires. Personal brands are no less valuable or profitable than pure product brands.

brand protection

Brand Protection -Top 10 Mistakes to Avoid

Why is Branding Important? Branding is vital to the survival of almost any online business. Branding includes the thoughts and emotions that are triggered in the consumer when they see your product or interact with your brand. Another reason why branding is important is that brand names, and logos are brand ambassadors for your business. …

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International Trademark Registration

Brand Going Global?

Thinking of registering a global trademark for your business? Get your free step-by-step guide to brand protection in international markets, prepared by a leading international trademark attorney today.

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Nine Costly Myths About Trademark Registration

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It’s what you didn’t know to think about that gets you every time!
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Guide to Trademark Registration Services

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  • 6 Reasons your application will be refused
  • 7 Must-ask questions when hiring non-legal filing services
  • 6 Registration rip-offs to avoid



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Follow the Rules of Trademark Use in Marketing and Media to Maintain Trademark Rights

Cheryl’s Brand Owners’ Guide to Trademark Use reveals how to establish lawful trademark use necessary to register a trademark and to sustain trademark protection.

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Can You Protect What You Select?

MAKE A SMART CHOICE

Hint—Five choices and two are really bad. Enter your email and avoid the bad guys.

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Start Your Trademark Journey the Right Way

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Registered Trademark - Amazon Bestseller
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