NOLA Brewing
ORIGIN STORY
3!
4!
Subhead	
  
Katrina
5!
Dixie Beer
6!
Frank Zappa
7!
NOLA Brewing Logo
8!
9!
10!
11!
12!
Mission Statement
13!
Be true
to who you are
in every decision
you make.
14!
Through in-depth interviews and
psychographic analysis, we uncovered
a different culture in sports
+ Kids doing very “unki...
A BRAND story
born of the CULTURE
that DRIVES these athletes
and the company
IMAGERY THAT EMBODIES THE BRAND
PROS THAT EMBODY HONOR THE GAME
SOCIAL MEDIA: TWITTER
SOCIAL MEDIA: FACEBOOK
SOCIAL MEDIA: INSTAGRAM
ELITE PRACTICE FACILITY
PROTECTING
THE BRAND
24!
A trademark is a word,
phrase, symbol, or design,
or a combination thereof,
that identifies and
distinguishes the sourc...
25!
A trademark gives a
seller or producer the
exclusive right to
“register” a trademark
and to prevent their
competitors ...
26!
•  McDonald’s Golden Arches
•  NBC Charm
•  Louboutin Red
•  “Love that chicken
from Popeyes”
Examples of Trademarks
27!
•  Actual use in
commerce provides
common law
trademark rights.
•  Limited protection in
particular geographic
markets...
28!
•  Protects original works of
authorship, including pictorial,
graphic, and literary works
•  Arises automatically upo...
29!
Examples of Copyrighted Works
•  Some elements of the text of
product labels, website language
•  Photos and graphic e...
30!
•  The Copyright Act provides certain rights to
the owner:
•  Reproduce the work
•  Perform the work
•  Distribute cop...
THANK YOU
Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand
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Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand

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This session was presented by Lesli Harris, Member at Stone Pigman, Josh Mayer, Chief Creative Officer at Peter Mayer Advertising, and Kirk Coco, Founder & CEO at NOLA Brewing Company. Find

Published in: Education, Business
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Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand

  1. 1. NOLA Brewing ORIGIN STORY
  2. 2. 3!
  3. 3. 4! Subhead   Katrina
  4. 4. 5! Dixie Beer
  5. 5. 6! Frank Zappa
  6. 6. 7! NOLA Brewing Logo
  7. 7. 8!
  8. 8. 9!
  9. 9. 10!
  10. 10. 11!
  11. 11. 12! Mission Statement
  12. 12. 13! Be true to who you are in every decision you make.
  13. 13. 14!
  14. 14. Through in-depth interviews and psychographic analysis, we uncovered a different culture in sports + Kids doing very “unkidlike” things STARTING FROM SCRATCH
  15. 15. A BRAND story born of the CULTURE that DRIVES these athletes and the company
  16. 16. IMAGERY THAT EMBODIES THE BRAND
  17. 17. PROS THAT EMBODY HONOR THE GAME
  18. 18. SOCIAL MEDIA: TWITTER
  19. 19. SOCIAL MEDIA: FACEBOOK
  20. 20. SOCIAL MEDIA: INSTAGRAM
  21. 21. ELITE PRACTICE FACILITY
  22. 22. PROTECTING THE BRAND
  23. 23. 24! A trademark is a word, phrase, symbol, or design, or a combination thereof, that identifies and distinguishes the source of the goods of one party from those of others. What is a trademark?
  24. 24. 25! A trademark gives a seller or producer the exclusive right to “register” a trademark and to prevent their competitors from using that trademark. What does a trademark present?
  25. 25. 26! •  McDonald’s Golden Arches •  NBC Charm •  Louboutin Red •  “Love that chicken from Popeyes” Examples of Trademarks
  26. 26. 27! •  Actual use in commerce provides common law trademark rights. •  Limited protection in particular geographic markets without registration. •  State registration provides very limited protection. How do you get trademark protection? •  Registration with the USPTO plus actual use in commerce or intent to use in commerce. •  How? •  Search for similar marks •  Fill out the application •  Pay the registration fee
  27. 27. 28! •  Protects original works of authorship, including pictorial, graphic, and literary works •  Arises automatically upon creation •  But registration with the Copyright Office is not necessary but provides legal benefits What is a copyright?
  28. 28. 29! Examples of Copyrighted Works •  Some elements of the text of product labels, website language •  Photos and graphic elements used in advertising, product labels, websites •  Slogans are protected under trademark, not copyright
  29. 29. 30! •  The Copyright Act provides certain rights to the owner: •  Reproduce the work •  Perform the work •  Distribute copies of the work •  Display the work •  Prepare derivative works Copyright Act Protections
  30. 30. THANK YOU

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