JETTING To A Protectable Mark

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Beauty Marks make valid points about Jet Blue’s‘ new JETTING campaign, and its inability to obtain exclusivity to words such as JETS and JETTING (less so re JETTER).

Filed under: Branding


Earring Magic Ken? Goth Version of Tweety Bird?

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IHT.com: “Beloved Characters As Reimagined For the 21st Century“:

An unusually large number of classic characters for children are being freshened up and reintroduced — on store shelves, on the Internet and on television screens — as their corporate owners try to cater to parents’ nostalgia and children’s YouTube-era sensibilities. Adding momentum is a retail sector hoping to find refuge from a rough economy in the tried and true.
Warner Brothers hopes to “reinvigorate and reimagine” Bugs Bunny and Scooby-Doo through a new virtual world on the Internet, where people will be able to dress up the characters pretty much any way they want. American Greetings is dusting off another of its lines, the Care Bears, which will return with a fresh look this fall (less belly fat, longer eyelashes).

. . .

Reinventing these beloved characters without inflicting indelible damage is one of the entertainment industry’s trickiest maneuvers. Go too far, as Mattel did in 1993 when it gave Ken a purple mesh T-shirt, a pierced ear and the name “Earring Magic Ken,” and it can set off a brand crisis on a global scale.

. . .

At KidsWB.com, which is rolling out a revised site over the summer, the studio will let people customize Looney Tunes characters as they see fit.
“You want a dark, Goth version of Tweety Bird? Have at it,” said Lisa Gregorian, executive vice president for worldwide marketing at Warner Brothers Television.

Filed under: Branding


"The Evolution of Tech Companies' Logos'

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Neatorama: “The Evolution of Tech Companies’s Logos

Filed under: Branding


Anatomy of a Favicon

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Google: One Fish, Two Fish, Red Fish, Blue Fish:

You may have noticed that Google has a new favicon, the small icon you see in your browser next to the URL or in your bookmarks list. Some people have wondered why we changed our favicon — after all, we hadn’t in 8.5 years(!). The reason is that we wanted to develop a set of icons that would scale better to some new platforms like the iPhone and other mobile devices. So the new favicon is one of those, but we’ve also developed a group of logo-based icons that all hang together as a unified set.

Filed under: Branding


Great Moments In Honesty?

It’s good preparation for witnesses to advise them not to tell jokes and never, never use irony. Out of context, irony reads badly. The same goes for sleaking to the press. Take this quote in the IHT article “Dress for Less and Less” which discusses how price pressure has force items such as JOE BOXER briefs, LaCOSTE shirts, LEVIS jeans to fall in price since 1998 (while luxury items such as DVF dresses, and LV and DIOR bagshave risen):

We as a business cannot afford to have a customer take a second look and ask, ‘Do I need this?’ ” said Bud Konheim, the chief executive of Nicole Miller. “That is the kiss of death. We’re finished, because nobody really needs anything we make as a total industry.”

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Filed under: Branding


Can A Dead Brand Live Again?

NYT: “Can a Dead Brand Live Again?:

With much smaller sales than that megabrand, Brim soon disappeared — except, perhaps, for a vague idea of Brim that lingered, and lingers even now, in the minds of millions of consumers.
What’s that worth? A small company in Chicago, called River West Brands, figures that it’s definitely worth something, and possibly quite a lot. The firm did its own research a year or so ago and claims that among people over the age of 25, Brim had 92 percent “aided national awareness.” “


Vuitton v Darfur T-Shirt

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Counterfeit Chic: “Copying For Charity


Tweet Scan As Brand Protection Tool

Put a trademark into TweetScan, a searchable database of Twitter ‘tweets,’ and see what people are saying about your brand.


Whistling A Dirty Tune

The problem with this OGC logo is probably shared with many OGC logos.


"The Importance of a Good Name"

TechCrunch: “The Importance of a Good Name: Ditching Simluscribe For PhoneTag“:

The name SimulScribe totally sucks for our business. People have a real challenge remembering the name and they cannot spell it, which is a real problem considering that new customers need to type in our web address to sign up. When your company offers a consumer product that relies on viral marketing, a difficult name is a really bad thing. In fact, I’m constantly amazed at how well we have been able to do with such a shitty name.