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Re: Branding question

Subject: Re: Branding question
From: Dick Margulis <margulisd -at- comcast -dot- net>
To: "TECHWR-L" <techwr-l -at- lists -dot- techwr-l -dot- com>
Date: Tue, 04 Jan 2005 20:09:01 -0500




Lucille Lattanzi wrote:


Specifically: What helped you in adjusting to this environment?

A positive attitude. If branding is taken seriously in your company, that's a good thing. If the product is high in quality, so much the better. Both your continued employment and the size of your paycheck are contingent on the success of the company's marketing efforts; so it is most assuredly in your interest to do the best you can to cooperate with the branding requirements.

What pitfalls should I try to avoid?

Brands change unexpectedly and for the oddest reasons. Use tokens for brand names wherever possible (fields in word, variables in other systems) so that a quick change in one place instantly replaces the old brandname with the new one. If the length of the new one is significantly different from the old one, you'll still need to go through documents to check line breaks, widows, etc.

Watch the adjective/noun issue. Consult the branding guidelines or, if the issue isn't addressed there, talk to the company's intellectual property counsel. Generally speaking, a trademark is used as an adjective, although the company trade name is a noun. However, this is a rule often honored in the breech, so you need to talk to YOUR company's lawyer, not MY company's lawyer about how that will be enforced in your various contexts. Also get clarity on what is a registered trademark (®), what is a common law trademark (™), and how often you are expected to use those symbols.


Any other advice?

Smile. This is a good thing.

Thanks !


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References:
Branding question: From: Lucille Lattanzi

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