This week we thought it’d be a good idea to look at one of the most important parts of a product’s branding, its trade dress. You are affected by trade dress every single day, whether you realize it or not. If we describe a white coffee cup with a green circle on it, you’ll know it’s from Starbucks. Or if we show you a bag with a red square and yellow arches, you’ll think McDonalds. Essentially, trade dress is the various characteristics that make up a product’s or package’s appearance. But how do you protect your own trade dress? And does building a brand mean marrying that packaging?
We bet you still know what company this is.
Why should you build trade dress recognition?
Because your company needs a way to immediately distinguish itself. Your brand embodies all of the goodwill and trust you’ve built into your company, and something as simple as a color, font, or even the shape of your product’s box can evoke all of those feelings within whatever customer is looking at your product. That’s why you want your trade dress to be consistent over all of your properties. Your logo, signage, site, and product packaging should all be built around some common element that inextricably ties your business with your product or service.
Protecting your intellectual property is a vital part of protecting your business. Your intellectual property will essentially define your brand – the very element of your business that consumers associate with all of the goodwill you’ve built into your business. We’ve already talked about trademarks, but this week we decided to look at the other half of intellectual property protection; the copyright. So what exactly is a copyright? And what does registering a copyright even protect?
What is a copyright?
Copyright protection actually dates all the way back to the advent of the printing press. After its invention, it was much easier to copy and sell books. But the printing press also meant that rebellious literature could also be produced much more quickly. This, combined with the threat to the livelihood of the creators of the works being printed, meant the government began to license shops with the right to print copy – and thus the copyright was born. As the decades passed copyright protection became more about protecting the artist, and less about stifling rebellious text, and today we continue to use copyright protections to enforce the rights creators have to their work.
In these tough economic times, it’s important that you carry out all necessary procedures to safeguard your business. Money may be tight but competition is rife, so you MUST keep all cards close to your chest to protect the company’s future.
There are various ways that you can keep your business secure and no we’re not talking about putting up CCTV or an iron gate. Yes, your business should have measures for physical security but today we’re discussing ways to keep your firm financially secure and here are 6 tips brought to you by the team at Real Business Rescue.
This week’s letter-based-topic might seem like a stretch since, really, the subjects are trademarks and copyrights – neither of which begin with an r. But putting registered in front of those terms is not just a cop-out that a lazy writer has used to fit with a weekly theme. There are actually very important distinctions between registered and unregistered intellectual properties.
Technically, you do not have to register trademarked or copyrighted property. An unregistered trademark simply needs the little ™ symbol next to it and, voilà, the property is unofficially trademarked. You can even establish a proprietary right to the mark by using it in the market.
The same general principle is also applicable to copyrights. When the United States signed onto the Berne Convention in the late 80′s, it effectively agreed to see an author copyrighting his or her work as an automatic right. That means that, thanks to the Berne Convention, no registration is required to copyright something in the United States.
Guest post today courtesy of Kent E. Seton, founder and president of the Center for Nonprofit Creation.
If you are passionate about your nonprofit charity or business, branding your charity is an invaluable tool that can yield significant economic benefits. Some of the most well known nonprofits in the world, like United Way and the American Red Cross, are charitable entities that are just as well known as brands that do make a profit, like Coca Cola and Nike. How does a nonprofit translate into dollars and cents? Several companies, such as the American Red Cross, have brands so reputable that they license out their trademark to “for profit” enterprises. An example of this licensing in action is a seal of approval – if you go into a grocery store and see a Red Cross logo on a cosmetic item, it has been officially “certified” by the American Red Cross. Each time that product is sold, the American Red Cross earns a royalty. The American Red Cross generates a significant amount of revenue via this model.
For the second installment of our ABC’s of Business here at the MyCorp Blog. B gave us a bit of trouble – we knew we couldn’t lapse into the overtly lazy choice and just use “Business” as our B word, but we soon realized that most of the B’s we could use involve Business in some way. Business financing, Business to Business Sales, Bring Your Own Business (the new BYOB) … and while we love busy businesses, we just couldn’t be seen using the tell-tale B word for this installment. In what must have been one of the weakest eureka moments in the history of blogging, we figured out an important B that DIDN’T involve the word Business – Branding. So, for this week at least, B is for Branding. Continue reading
At one time, when the terms “public,” “music” and “business” were combined, it meant one of three things: Muzak, a jukebox or a live musical performance. Now we’re surrounded by all kinds of music in public venues each and every day. Public music is so ubiquitous that the relative silence of a library is almost shocking in comparison. With Spotify and Pandora on hand constantly, we’re been conditioned to go through life with a perpetual playlist streaming in from our iPods. When planning the ambience for your establishment, you’ll probably be busy thinking of what type of music would work best for your customers – such as sitar music in a spa or chill beats in an urban café – and price shopping for speakers that provide smooth sound. But before you purchase a speaker system, take a step back and think about where that music is going to come from and the kinds of copyright laws you need to abide by to play these songs. Continue reading
Pinterest has received quite a bit of positive attention, mainly due to its filling of the niche demographic of younger women, but is it destined for social media greatness, or will it fizzle and be sent to the same grave that MySpace and Google+ have been relegated to?
In the hopes of answering these questions, Social Media Today is hosting a webinar to discuss how Pinterest made such a splash, how it will mesh with other social media juggernauts, and what the future of the new kid on the block will hold. Our very own CEO Deborah Sweeney will appear on the panel to give her expertise regarding the legal concerns of the service. Mrs. Sweeney has also written for Social Media Today on the copyright woes Pinterest may soon face.
The webinar will be held tomorrow, March 13th starting at 12:00pm EST/9:00am PST. You have to register to attend, which you can do here, but the webinar is completely free for anyone interested.