11
Feb/03

Good Brand Hygiene


Here is an article from Interbrand’s Brandchannel site entitled “Can anyone at a Company Build Brand Value?”  The article answers yes by providing five things emplyees can do to get behndi the company’s brand.  To which I add a sixth: Obey good brand hygiene in communications (both internal and external). 

Use your brand as an adjective, not a noun.  Example – not “Buy our Timberlands” but “Buy our Timberland boots.”

Never use your trademark descriptively in lower caps.  If your mark is an arguably descriptive term such as “Office in the Clouds” for some sort of in-flight data system, don’t say “Our system is a virtual office in the clouds.”  Better: “Our Office In The Clouds ™ system provides . . . “

No one likes their own work product submitted against them as evidence in litigation . 

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