somewhereto_ brand / trademark / IP workshop


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Brand and Marketing workshop for somewhereto_ users which covers trademark, Intellectual Property, building your personal brand, aspects of a great brand and resources and tools to start right now.

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somewhereto_ brand / trademark / IP workshop

  1. 1. brand / intellectual property / trademark / resources
  2. 2. Athena Simpson Marketing and Communications Account Director
  3. 3. My past
  4. 4. POP QUIZ!
  5. 5. Trademarks — A trademark is a sign capable of distinguishing the goods or services of one enterprise from those of other enterprises. — Trademarks date back to ancient times when craftsmen used to put their signature or "mark" on their products.
  6. 6. Can you identify this?
  7. 7. A generic trademark, also known as a genericised trademark or proprietary eponym, is a trademark or brand name that has become the generic name for a general class of product or service, against the usual intentions of the trademark's holder. Generic Trademarks
  8. 8. How about these?
  9. 9. Trademark erosion happens when a trademark becomes so common that it starts being used as a common name and the original company has failed to prevent such use. Once it has become an appellative the word cannot be registered anymore. trademark erosion
  10. 10. Establishing a Brand
  11. 11. Establishing a Brand
  12. 12. Benefits of a Trademark — may put people off using your trade mark without your permission — makes it much easier for you to take legal action against anyone who uses your trade mark without your permission — allows Trading Standards Officers or Police to bring criminal charges against counterfeiters if they use your trade mark — is your property, which means you can sell it, franchise it or let other people have a licence that allows them to use it. trademark
  13. 13. 7 things great brands do From Scott Bedbury who is behind Nike: Just Do It and Starbucks
  14. 14. #1 A GREAT BRAND IS IN IT FOR THE LONG HAUL If you take a long-term approach, a great brand can travel worldwide, transcend cultural barriers, speak to multiple consumer segments simultaneously, create economies of scale, and let you operate at the higher end of the positioning spectrum 7 things great brands do
  15. 15. 7 things great brands do #2 A GREAT BRAND CAN BE ANYTHING Almost any product can transcend the boundaries of its narrow category. Almost any product offers an opportunity to create a frame of mind that's unique.
  16. 16. Anyone who wants to build a great brand first has to understand who they are. A great brand that knows itself also uses that knowledge to decide what not to do #3 A GREAT BRAND KNOWS ITSELF 7 things great brands do
  17. 17. 4. A GREAT BRAND INVENTS OR REINVENTS AN ENTIRE CATEGORY. A great brand raises the bar -- it adds a greater sense of purpose to the experience, whether it's the challenge to do your best in sports and fitness or the affirmation that the cup of coffee you're drinking really matters. 7 things great brands do
  18. 18. #5 GREAT BRANDS TAPS INTO EMOTIONS Emotions drive most, if not all, of our decisions. Like the winning goal, they’ll experience the dreams and the aspirations and awe that goes with the last second game winning shot. 7 things great brands do
  19. 19. #6 A GREAT BRAND IS A STORY THAT’S NEVER COMPLETELY TOLD We all want to think that we're a piece of something bigger than ourselves. Companies that manifest that sensibility in their employees and consumers invoke something very powerful. 7 things great brands do
  20. 20. 7 things great brands do #7 A GREAT BRAND HAS DESIGN CONSISTENCY They have a consistent look and feel and a high level of design integrity.
  21. 21. What can you do right now? — Determine your goals — Elevator pitch (tagline) — Identify your audience (customer profiles) — Research your market — Educate yourself — Network — Identify where you market spends time and who covers the issues they are interested in — Write a plan! Have friends review it. — Establish yourself as an expert
  22. 22. EXERCISE!
  23. 23. Books to Read – LIBRARY! — 22 Immutable Laws of Marketing (Al Ries and Jack Trout) — The tipping point (Malcolm Gladwell) — The Luck Factor (Richard Wiseman) — Start your business Week by Week (Steve Parks) — Getting Things Done (David Allen) resources — Strengthsfinder 2.0 (online) — k/brands/ — — — — —
  24. 24. organizations — British Library — Smarta — Enterprise Nation (start up Saturday) — Marketing Week Live (June 25th and 26th) — City University London – Innovation and Creativity (free seminars) Resources cont. — @BrandRepublic — @MarketingUK — @e_nation — @creativity_city — @TheDrum — @FastCompany
  25. 25. — @heavennhellthy — — My contact details