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Wednesday, 20 May 2009
Here's a great presentation about brands and branding written by Neutron LLC's Marty Neumeier. It's a big slide deck but can be clicked through and read in only a few minutes.
From a trademark perspective, it was refreshing to see, on slide 92, Marty's views on what elements make up a good name:
Item 1: Distinctiveness
.... Item 7: Protectability
When talking about distinctiveness, he was no doubt referring to how the brand is perceived by consumers, but the issue is equally applicable to (and inextricably linked with) item 7. I also liked his comments about the interplay between trademarks and other brand cues for communicating with consumers.
My only other comment, regarding his list of 5 disciplines of brand building, viz:
- Differentiate
- Collaborate
- Innovate
- Validate
- Cultivate
... is to add a sixth discipline: er, "Registrate" (sic). Your trademark, that is.
Labels: Brand Gap, brand strategy, design, Marty Neumeier
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