Branding Confessions

Australian Digital evolution info-graphic

Wed, 28 Mar 2012 03:02:27 -0700

A few interesting trends in this info-graphic courtesy of Marketing Magazine:

- Time spent online each week for leisure has increased by 9%.

- Only 2.5 million Australians are NOT online.

- 127% increase in social media time.

- 18% decrease in personal email time.

- 83% of sales are still offline.

http://www.marketingmag.com.au/news/infographic-australias-digital-evolution-2010-vs-2011-12148/?utm_medium=email&utm_campaign=enews+76&utm_content=enews+76+CID_237f29832b31264ea480c7a0b103875d&utm_source=&utm_term=INFOGRAPHIC

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Making your brand stand

Thu, 23 Feb 2012 14:19:00 -0800

Earlier this month I had the pleasure of interviewing Sharon Givoni who is a Melbourne-based brand lawyer. We have worked with Sharon on a number of brand projects over the past few years. I was keen to ask her some of the questions we are regularly asked by clients:

What makes a defendable brand Sharon?

In my view Neil, it is one that is unique and distinctive. The whole purpose of a trade mark is to distinguish one’s goods and services from those other traders. It effectively acts as a ‘badge of origin’. From a legal perspective, the strongest brands you can have are invented words such as ‘Kodak’, ‘Xerox’ and ‘Kit Kat’.

I always advise my clients to be wary of using names that may be already in common use or descriptive. For example, common surnames that appear many times on the electoral role such as Jones and Smith may not be registrable as other people with that surname may need to use their own name. Geographical names can also be hard to get a trade mark for, if indeed the product can be produced in that geographical region. So ‘Queensland Bananas’ would be problematic, where as ‘North Pole bananas’ would be better, as bananas never grow in the North Pole!

At what stage in a naming project should the lawyer get involved?

Simply speaking, once you have come up with a new brand name, it’s important to get it legally checked out. My clients have been surprised time and time again on a name which they thought was completely unique had actually been taken by someone else.

Also, Neil, sometimes if someone uses or has requested a brand name that is too similar to your client’s proposed name even though it is not exactly the same that can stop the brand name from getting registered, or worse amount to trade mark infringement. The ‘Tsubi’ fashion label is a case on point. They had to change their name to Ksubi when they exported to the US after Tsubo challenged their name for being too similar.

So, clients also need to consider what countries that they may expand to in the future as well.

How long does it take until I can rely on a trade mark?

The answer to the question depends on whether the Trade Marks office raises issues with the mark. In some circumstances, you can apply for ‘expedited’ examination to speed matters up. In any event, the very minimum a trade mark can be registered in Australia is 8 months.

Is it true that you can register a sound?

Absolutely. Basically, anything that can function as a brand can be registered. This even includes colours, sounds, patterns and aspects of packaging. For example, Cadbury has recently protected certain shades of purple for chocolates and McCain has its well-known ping sound for ‘Ah McCain, You’ve done it again’ trade marked as well.

What are the main benefits of trade marking?

Trade mark registration gives you a monopoly over the mark Australia-wide. This means that you own the mark and can stop others from using it in the goods and services for which you have registered it for. You can also use the ‘®’ symbol as a ‘back-off’ sign. This is extremely valuable.

__________________

The interview was held on 15 February 2012. Sharon's focus is on turning ideas in assets and is more than happy to talk through ways of protecting your brand. Sharon Givoni Consulting: email sharon@iplegal.com.au or www.sharongivoni.com.au.

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On Writing Well

Wed, 04 Jan 2012 00:58:07 -0800

Happy new year everyone. As part of my holiday reading I just finished a book by William Zinsser on writing non-fiction. If you write as part of your job, as I do, or just want to write more in the future, I thoroughly recommend it. My main learning was that the best writers are never precious about their first draft. Good work comes from many rewrites.

William is focused on precise writing - removing fluff and clutter. His writing style is warm and personable. It feels like he is talking directly to you - helping you along the way.

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Giant clothespeg

Thu, 10 Nov 2011 00:30:19 -0800

Love this. This giant clothespeg sculpture was created by a Turkish art professor Mehmet Ali Uysal for the Festival of the Five Seasons in Chaudfontaine Park, Belgium. (Image credits: mmarsupilami)

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The M5 Project

Fri, 04 Nov 2011 19:17:17 -0700

A few years ago I worked on creating a new brand for a men's health initiative. We named it The M5 Project. I was at the local Autobarn today and was pleased to see Kenco supporting the initiative. Check out The M5 Project at http://www.m5project.com.au.

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The damage to the Qantas brand

Sun, 30 Oct 2011 23:24:53 -0700

I was interviewed today by B&T over the Qantas shut-down that occurred on the weekend. Read on... http://www.bandt.com.au/getattachment/9351a931-483d-4a96-a4be-aa017d2069a6/pd...

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What's broken?

Tue, 18 Oct 2011 05:35:54 -0700

Broken things fascinate me. Like sitting in a doctors waiting room for 45 minutes. Being sold to at a new car dealership. Knowing you have to go into battle when returning something under warrantee. Sitting at home for 4 hours waiting for your phone to be installed.
Interestingly, fixing these broken experiences is the best way to stand out. Often it is not costly or difficult to fix something. So why do so many companies let their clients or customers struggle with legacy processes and systems.
What is broken around you as you sit reading this post? Look around, for that is where the opportunities can be found.

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Sweet Coffee

Tue, 27 Sep 2011 06:26:14 -0700

As I sit here having a coffee at Grapeseed in Armadale after a few weeks of Vanuatu coffee whilst on holiday, I realise a have become a coffee snob. You can't beat Melbourne coffee!

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Speaking to the modern consumer

Wed, 03 Aug 2011 22:54:29 -0700

How can your brand become more people focused? Our Executive Creative Director explores this topic in the latest Marketing Magazine article. Follow the link below...

http://www.marketingmag.com.au/opinions/speaking-to-the-modern-consumer-5753/

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Q&A: Should we change our name?

Thu, 12 May 2011 17:15:48 -0700

Question:
"Should we modify our company's name/logo. My company's name is established in the industry (almost 20 yrs) but we have added new divisions in the last 5 years. Would it be a good or bad idea to change the name - dropping the last word (3 words to 2) and changing a logo that we have hated in marketing forever. Thoughts?" - Jennifer.
Answer:

A name change is a strategic decision, based on your business plan. It should not come from an internal poll or survey as the feedback you receive rarely reflects a leadership or strategic objective. A name change is typically triggered by:

1. A merger
2. A split of the organisation
3. A repositioning
4. A trade mark issue
5. The need to unlink the company from its heritage (ie it has become irrelevant or something bad has happened)
6. A move into new markets where the name is inappropriate or has a different meaning.

None of these changes come about by a poll or internal survey. They are all clear and justified needs for the consideration of a new name.
Good luck with your review Jennifer.

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Reading list: The Steve Jobs Way

Tue, 12 Apr 2011 05:56:26 -0700

Just finished reading "The Steve Jobs Way". I'm a sucker for Steve Jobs biographies. This one is particularly interesting as the author worked closely with Steve from the birth of the Mac to the mid 1990's.
Great insights into running a creative and innovative firm – and how to motivate people to greatness.

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3 creates a new online shopping experience, inspired by minority report

Mon, 11 Apr 2011 16:48:27 -0700

See the full gallery on Posterous

The idea of taking an experience we all know, in this case online shopping, and turning it on its head is adventurous.
Agency B-Reel and 3 have worked together to create a new online shopping experience, allowing the user to see the salesperson in real team interacting with products and features on screen "minority report" style. The salesperson can drag a product onto the screen, show its features such as different colors and monthly cost and then drag it into the shopping cart. All this with just the touch of a finger.
The goal is to create an experience as close as possible to face-to-face interaction. User reaction to the new online experience will determine the success of this adventurous approach. From a brand viewpoint, 3 launched with the promise of bringing a fresh approach to the telecommunication space, and it is a positive sign to see them innovating again in the category.
To find out more visit http://www.b-reel.com/projects/3live-shop/ for a video.

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New work: Launching cloud based software for MessageMedia

Wed, 30 Mar 2011 16:52:58 -0700

Over the past few months we have been working with award winning MessageMedia on the launch of their cloud based WebSMS software into the US and Australian markets.

Migrating current users to the new software version is the initial focus. We have created a series of online "Show me how" videos to launch the new features, and walk users through the interface in a very practical way.

Below are a few of the videos.

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Lynx fallen angels augmented reality

Thu, 17 Mar 2011 15:03:41 -0700

Nice use of augmented reality created by BBH at London's Victoria Station. The experiential campaign was launched on March 6, and links with Lynx online and offline campaign.

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New Work: Jardin apartments web site and brochure go live.

Tue, 15 Mar 2011 04:48:16 -0700

To support the Jardin display suite, launched last week, the web site and brochure are now available to the public. Well done Rich on the web site, and Chris, Adam and Jim on the brochure. Visit the web site at http://jardinapartments.com.au.

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Studio Access: We throw the doors open at TANK as part of agIdeas.

Wed, 09 Mar 2011 22:24:06 -0800

We are thrilled to be part of agIdeas studio open again this year. Last year we had a great group through for a session on the future of media.

This year we will have a chat about the process behind the creation of a remarkable brand.

It's open to students and new graduates who attend the agIdeas 2011 International Design Forum. Talk to our team, walk around the studio, share ideas. Find out more at http://www.agideas.net/index.php?nodeId=66&studioId=38 and book tickets at http://www.agideas.net/agideas-2011/studio-access

Hope to see you there.

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80% of Australians are now in the service industry

Wed, 09 Mar 2011 03:52:35 -0800

An interesting graph on ABC news tonight showing the continued rise in service based roles in Australia, now up to 80%. The challenge of the modern brand is making the intangible service, tangible. Differentiating the experience of the service brand becomes even more important.

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The iPad in 1988 - Apple knew where they were headed.

Tue, 08 Mar 2011 05:02:29 -0800

It is amazing to look at the visionary ideas in this video - and see how it has all become a reality.

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New work: Jardin Apartments, Murrumbeena

Sat, 05 Mar 2011 21:45:46 -0800

The latest Pace property development launched this weekend. We are proud to have created the name, brandmark, display suite branding, and marketing communications for Jardin Apartments. The development features huge garden courtyards on the lower levels which inspired the name Jardin (Garden in French). Pace has had over 90 people through the display suite at opening this weekend, with strong initial interest from buyers. Linking in with the garden theme, visitors to the display take home a plant as a memento.

See the full gallery on Posterous

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New work: The Bayside Wine and Food Festival

Sat, 05 Mar 2011 21:35:51 -0800

See the full gallery on Posterous

The Bayside City Council held their annual Wine and Food Festival at Brighton Beach Gardens on a beautiful 27 degree Melbourne Sunday . TANK was proud to have designed the branding for this years event, which received a huge turnout. The upturned wine glass has become an iconic symbol for this years event, featured on billboards, on the program and in press advertising. Congratulations to the design team (Jim, Chris B, Chris E, Rich and Adam) on a great job.

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