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,...
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 you’re UK based and are:
EITHER:
An Azrights client: OR
An agency or...
Business Terms (or Terms of Business) govern the contractual relationship between you and your customers.
When selling your goods or services it’s important to use terms of business specifically drafted to...
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...
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 “brand” 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...
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