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

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

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Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand Presentation Transcript

  • 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 “unkidlike” things STARTING FROM SCRATCH
  • 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 source of the goods of one party from those of others. What is a trademark?
  • 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?
  • 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 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
  • 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?
  • 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
  • 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
  • THANK YOU