There must be an infinite number of possible names for someone tasked with re-branding a motel, yet on a recent trip to Iowa City to interview an amazing pool of law students, I captured some photos of what has been — for as long as I can remember — a Motel 6, and is
My first thought: I hope more care goes into the tattoo removal process than it took to create the cold, basic sign shown here.
And, hearing how painful tattoo removal is, the stark blood red letters don’t demonstrate an…
–Susan Perera, Attorney
Just announced yesterday, Minneapolis based Malt-O-Meal has changed its name to MOM Brands.
Malt-O-Meal which has been making cereal for almost a century, manufactures private label brands for a multitude of grocery retailers (as well as their own lines of hot and cold cereal and oatmeal) and today stands as one of…
–Susan Perera, Attorney
Last year I had a running discussion on color trademarks. I blogged about the issues surrounding the protection of a color as a non-traditional trademark, the impact of industries clustering around a particular color, and the concern that functionality may impede protection of a color trademark. Need a refresher? Check here,…
—Mark Prus, Marketing Consultant at NameFlashSM
In my NameFlashSM name development business, I sometimes get asked by clients, “Should I change my brand name?” From a purely selfish standpoint my answer should be “YES!” because I get paid to generate names! But the reality is that there are times when you should not…
by James Mahoney, Creative director/writer at Razor’s Edge Communications
What does a 42-year-old military offensive have to do with branding and social media? Quite a bit, as it happens. Consider four seemingly unrelated situations:
First, clothing purveyor Gap experienced an alleged misadventure recently when it unveiled a "new logo" on its website, only to reinstate the old logo a week later in the face of withering online vilification.
Second, Tropicana experienced a real misadventure when the company jettisoned its venerable and valuable "straw in an orange" for a new look and identity. That disastrous move was reversed in the face of actual withering response: a precipitous sales drop that validated the hue and cry.
Third, a few years ago, The Wall Street Journal revamped its look and feel. As change like this always does, this generated initial resistance in the readership, who had to recalibrate their familiarity with the paper. But the change was durable and the transition period short. Since then, the WSJ has continued to successfully tinker with the design and content.
Fourth, history students, and those of us old enough, will be familiar with the 1968 Tet Offensive of the Vietnam War. For others, here’s a brief description: At a critical moment in that war, the North Vietnamese launched simultaneous attacks across South Vietnam during the normal New Year’s armistice. While the offensive was a resounding and crippling military defeat for North Vietnam*, it was perceived as a convincing victory for them by the American public, whose only points of reference were frightening scenes of bloody combat in near-realtime on our living room TVs, and commentary in the media.
So, what’s the connection? All four were abrupt events that dislocated a status quo. All four involved branding and media, social and otherwise. Two were successful; two weren’t.
This was Randall’s assessment:
Personally, when I think Brink’s I see a big Rottweiler eyeing you warily. With Broadview I imagine a yappy Chihuahua chasing
I’m mostly wearing my consumer hat today, having just returned from a youth baseball tournament in Phoenix this past weekend, where we stayed at the six month new Drury Inn & Suites shown above. As you may recall, and if so, you will have noticed the irony because, last September I riffed about the Drury name and asked whether a name change might be in order, to avoid the inevitably negative dreary name associations.
In case you’re wondering, I didn’t set out to test my previously stated opinions about the name and whether it actually represented the brand well, but as it clearly was meant to be, and as it clearly was meant outside of my control, the team we traveled with selected this hotel, so I anxiously awaited the trip and then paid close attention to whether my perceptions about the name would match the actual brand experience.
I’ll have to say, I was pleasantly surprised by all three Ps: The property, the people, and the price. It was almost as though someone had read my previous post, from about six months ago, and purposefully set out to distance the name from the actual brand experience (after all, you can’t even read the brand name in the website photo can you?), building a beautiful and non-dreary hotel property with real curb-appeal and attractive interior ammenities, staffing it with amazingly cheery, caring and genuine employees, all at a very reasonable price point. More likely, my prior post simply was based on incomplete information. Oh, and this is not a paid endorsement, and I did pay full price for the room, or I’d have to tell you, as we learned from Steven Weinberg’s analysis of the new FTC guidelines applicable to bloggers. Anyway, this got me thinking about judging books, and even brands, by their covers.
We’re all taught at an early age, not to judge a book by its cover, but we do. I suspect that most of us also judge a brand by its cover too. Cover of a brand?
The story of Kentucky Fried Chicken is a fascinating one for certain.
Imagine you manage a brand that has "fried" in the name when an entire culture deems that word to be equal to an early death. The meaning of your name has changed, right under your feet. So what do you do?
Today, the U.S. Supreme Court declined to hear the requested appeal of Harjo v. Pro-Football, Inc., the nearly two-decade old trademark case seeking cancellation of the U.S. Trademark Registrations owned by the NFL franchise in the Nation’s Capitol. In doing so, the highest Court in the land, has permitted the laches ruling to stand. Basically, permitting dismissal of the action given…