Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Trademarks and Brand

36 views

Published on

What factors should you consider when naming your startup? Why are trademarks important?

Published in: Business
  • Be the first to comment

  • Be the first to like this

Trademarks and Brand

  1. 1. Charlie Gunningham @ chazgunningham charliegunningham Trademarks and Brand … standing out, keeping it real
  2. 2. No, I’m not Cunningham!
  3. 3. Naming’s easy? Try naming a child
  4. 4. iPod, 2001
  5. 5. Google, 1998
  6. 6. Blackberry, 2001
  7. 7. Firefox, 2004
  8. 8. Twitter, 2006
  9. 9. Windows 7, 2009
  10. 10. Misspelt? Compound Blended Abbrev’d New Context Droppd Vowel … Some Naming Conventions
  11. 11. “Authenticity” Chewbacca Mom 19th May 2016, 2.24pm, FB video 1 million views by 9.41pm 20m by following morning 3m shares Within a week: 153m views + Appearances on GM America, James Corden, Jimmy Fallon Chewbacca masks sell out - US
  12. 12. MBA Graduation, March 1999
  13. 13. 7 months later… Dec 1999
  14. 14. … confusion? unintentional
  15. 15. Registered Trademark – for names Copyright – for content Patents – for inventions Often Trade Secret is best? DIY Trademark, 1999
  16. 16. The world’s first map-based real estate site!
  17. 17. The West Launch Day… 6th Dec 1999
  18. 18. 9 years in, Time for a refresh. 2009.
  19. 19. 20
  20. 20. Your brand = whatever they think you are It’s not “sizzle” it’s a SINGLE CLEAR MESSAGE
  21. 21. Marketing is not 4 Ps … it’s the 3 ‘i’s “the right information to the right eyes at the right instant”
  22. 22. People don’t listen anymore! - talk to innovators/early adopters ~ Godin (Purple Cow) - make it easy to spread ~ Gladwell (Tipping Point), Berger (Contagious – ‘STEPPS’) - find influencers
  23. 23. For more: JonahBerger.com
  24. 24. Dealing with the (FREE!) Media - blogs, newspapers, reviews, editorials, online, radio, TV, podcasts… all need content - running on empty, fast turnarounds…
  25. 25. What’s newsworthy? - regular, local, quirky, parochial + pic - treat journos like clients - get your list together
  26. 26. 5 months old … May 2000 The West
  27. 27. A 2 year IP spat … resolved, May 2005
  28. 28. Business News 10 years … SOLD!
  29. 29. Company brand, personal brand - be the expert, blog, go on radio, pods - speaker, contributor, reference … - e.g. Speaker Institutes, Media Stable, Rotary!
  30. 30. OUR faces used. Deliberately. First billboard. 2008.
  31. 31. “Online Brand” Be in control of your search results …
  32. 32. Managing online brand - various do’s and don’ts - judgement calls
  33. 33. Managing online brand - don’t ‘Streisand’ yourself!
  34. 34. Mix trad media with social media … for longer, lasting effect! Laurel Papworth @silkcharm
  35. 35. Weird Al Yankovic’s 14th studio album (July 2014) Released 8 YT videos in 8 days => 1st #1 comedy album in 50 years
  36. 36. … stuck with an acronym as brand (tried to make it parochial!) 2011. Real Estate Institute of WA’s reiwa.com
  37. 37. People paying for news? (… but it’s data/research/more business we sell) 2013. WA Business News -> Business News
  38. 38. Agreement to co-exist with Barnes & Noble (… took 18 months of legals) vs. 2013-2014: B&N wants to ‘own’ BN globally.
  39. 39. A data/market intelligence tool (… the real reason people pay to subscribe) 2014: Launch a ‘data brand’ within BN.
  40. 40. What it is, and what it does … and a patent is pending Confusion about what BNiQ is…
  41. 41. What’s in a Name? … everything and nothing!
  42. 42. Gaining media attention – how? why?
  43. 43. What’s the story? What’s ‘news’? • have angle(s) • pitch to media • persist!
  44. 44. Make it easy for media! well written press release + photos + interview opportunity
  45. 45. Develop your media / PR plan Who to target? print online TV, radio podcasts influencers …
  46. 46. Media Releases 1. What’s ‘newsy’? why? 2. Which audience? journo? 3. Irresistible Headline 4. Open Para says it all 5. Quotable quotes 6. Links to images 7. Links to press pack 8. Available Interviewees 9. Downloadable text 10. Share media coverage
  47. 47. When it works well…!
  48. 48. Share and Enjoy!
  49. 49. Charlie Gunningham charlie@damburst.com.au damburst.com.au @ chazgunningham charliegunningham Trademarks and Brand … standing out, keeping it real
  50. 50. • Australian government program • Competitive matched grant funding (1:1) up to $1 million • Moving from MVP to commercial sales • Typically, 5-month process
  51. 51. AC Grants awarded, since 2014 “Commercialisation Australia” (2009-2013) since 2014 “Accelerating Commercialisation” • 400 grants = $192M • $12M to 23 projects in WA • Ave grant ~ $490K (matched)
  52. 52. Eligible projects’ stage Early investigation and basic research Early Commercialisation and later stage Technical Work Full-scale production and certain marketing activities X  X
  53. 53. Accelerating Commercialisation www.business.gov.au/ac AusIndustry Tel: 13 28 46 Level 25, 44 St George’s Tce (St Martins Tower), Perth Charlie.Gunningham@ep.industry.gov.au 0411 092 669 Sheryl.Frame@ep.industry.gov.au 0402 213 409

×