Your brand name should be a âbarrier to entryâ â protecting you against the threats that competitors potentially present. Just as patenting an invention gives you a monopoly right over your invention and acts as a barrier to e...
If youâre considering a rebrand or are setting up a new venture start by taking this post on board as it could help you avoid many mistakes people commonly make.
Thatâs because society hasnât yet caught up with the huge chan...
To discuss trade mark use letâs start by taking a couple of steps back to understand a bit more about trade marks.
Trade marks are the way to protect your âbrandâ. This word is overused to mean almost whatever a writer wants i...
Intellectual Property (IP) is part and parcel of business, yet it abounds with misconceptions. For example, itâs not generally appreciated that protecting IP starts by understanding how to choose effective names, address questions of brand architec
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Last week I mentioned that Tesco lost the benefit of its million-pound marketing spend because it used the Clubcard name instead of a stronger name like Tescocard. If you missed it you can read it on the Azrights blog A million-pound mistake?
Althou...
As a law firm owner I regularly hear about the problems businesses experience around IP.
While their individual circumstances vary hugely, the IP mistakes they make are common and easily avoidable.
The reason these IP mistakes are widespread
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Tesco probably didnât initially realise the wider ramifications of using the Clubcard name, so may have been satisfied with its advertising agency.
However, clients who are initially satisfied with a service can later become dissatisfied once they l...
Tesco made a big mistake when it launched its innovative loyalty card scheme under a name it could not own. The company tried in vain to register Clubcard as a trademark.
Unless a business has intellectual property protecting its innovation, s
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Are you starting a new project? Or rebranding? Or growing your business to sell?
Do you:
I would love to send you a signed copy of Brand Tuned, the new rules of branding, strategy and intellectual property if youâre UK based and are:
EITHER:
An Azrights client:Â OR
An agency or freelancer supporting businesses to promote or create thei...
Business Terms (or Terms of Business) govern the contractual relationship between you and your customers.
When selling your goods or services itâs important to use terms of business specifically drafted to cover ...
Intellectual Property (IP) has an image problem. This may be why its relevance to branding is often misunderstood. If you want to create a winning brand name or are embarking on a branding exercise focus on the intersection be...
Get started today before this once in a lifetime opportunity expires.