To discuss trade mark use letās start by taking a couple of steps back to understand a bit more about trade marks.
Trade marks are the way to protect your ābrandā. 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, itās 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 blogĀ 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 didnāt 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 aĀ signedĀ copy ofĀ Brand Tuned, the new rules of branding, strategy and intellectual propertyĀ if youāreĀ UKĀ based and are:
EITHER:
An Azrights client:Ā OR
An agencyĀ or freelancerĀ supporting businessesĀ to promoteĀ orĀ create thei...
Business Terms (or Terms of Business) govern the contractual relationship between you and your customers.
When selling your goods or services itās 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...
Eureka! You have hit on an idea that you believe is a spectacular business idea.
Or you have joined the league of inventors with one breathtaking invention of your own. You can hardly wait to launch it and let everybody know ...
The Second Costly Mistake people make is to assume ābrandā means a logo or other visual design.
Due to the widespread confusion about branding: what it is, and what you need to do to get a brand, people tend to start by getti...
Get started today before this once in a lifetime opportunity expires.