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High-Risk Naming: Can Google Trademark “Glass”?

High-Risk Naming: Can Google Trademark “Glass”?Google, which we’ve held up as an example of both good and bad when it comes to branding, recently applied for a trademark for the word “Glass.” Not Google Glass, just Glass. Not surprisingly, the U.S. Patent and Trademark Office is not going to give in so quickly. Everyday terms, such as glass, are usually not ownable by any one company, especially when they are descriptive of the product or service itself.

Trademarking Generic Terms
Generic terms are typically difficult to trademark, and for good reason. They are undifferentiating and cause confusion in the marketplace. The reason Apple was able to trademark an everyday word was that a word for a fruit does not in any way describe computing hardware. Glass, however, describes the appearance, apparent composition and function of the Google product. (Although, as this Mashable article attests, the product is not actually made of glass)

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Color and Your Brand

color and your brandUsing color to form an emotional association with your brand

What can profusion of color tell us about our relationships with brands? We form all kinds of emotional associations with color, and research has shown that the use of color can “increase or decrease appetite, enhance mood, calm down customers,” and even affect how long people think they’ve been waiting for a service.

Some brands hang their hat on color. ING Direct changed its name to Tangerine when it was acquired last fall and embraced verbally what had previously only been a visual part of the brand experience—the ING logo. The French telecom giant Orange built its brand around the color. This may be limiting (you’re unlikely to see a blue logo unveiled anytime soon), but if it’s done right and with commitment such an investment might be worth it.READ MORE

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An “Olympian” Brand Attribute

An “Olympian” Brand AttributeHow much do you really think about the words that you use to define your brand? What are their definitions, what feelings do they inspire in people?

As the excitement of the winter Olympics fades—a week spent watching some the world’s best athletes compete against each other—I’ve thinking about the word “Olympian.” What does it mean to be an Olympian?

The American Heritage Dictionary lists “Olympian” as both a noun and an adjective. In the context of the Olympic Games, the noun is the literal definition: “A contestant in either the ancient or modern Olympic games.” To be an Olympian is to be recognized by your country as the best they have in a given sport at the time of the Olympic games. It is an elite circle and the level of athletic excellence, competitive drive and dedication to their sports that Olympians have is unquestionable.

The more interesting expression of the word for me, though, lies in the adjective’s definition: “To surpass all others in scope and effect.”The highlight Olympian moments are the ones that demonstrate a courage, determination and desire to leave it all on the field—the ones where the athlete finds an inner strength to rise beyond the competition, despite all obstacles.

Sometimes Olympian efforts are gold medal winning, like ski racer Mikaela Shiffren’s cool recovery to win the slalom. “No matter what else was happening, I kept thinking that I had to keep my skis moving down the hill. Keep going, don’t quit, don’t stop…Then see what happens.” Other times they display a fierce resolve, like Jeremy Abbott, the American ice skater who fell disastrously early in his routine, but got up and finished to a standing ovation with some of the most spectacular jumps of the evening.

Why do these definitions matter? In our business, we often describe a brand with key attributes or personality traits; words that capture the essence of a brand. Often these words are descriptive, but not deeply meaningful. I’ve never seen “Olympian”used as a brand attribute, but maybe in time. A brand that included “Olympian” as one of its attributes and aspirations would be inspiring, and one I’d love to be a part of.

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Did the Olympics Help Russia’s Brand?

Did the Olympics Help Russia's Brand?

Philip is an Olympian who represented the U.S. in rowing.

By most accounts, the 2014 Sochi Olympics were very well run and thoroughly enjoyed by athletes and spectators with a minimum of protests or distractions. A recent poll conducted by the Guardian asked “Were the 2014 Winter Olympics a success for Russia?” According to 77 percent of respondents, the answer was “Yes.” And with the games coming in at a reported cost of $50 billion, Russia certainly spared no expense.

However, I’m not sure Russia got the beneficial image impact such an effort should have yielded. That’s because Russia was sending out two powerful and opposite messages. Never a good strategy.

Unrest Detracts from Impressive Games
The Olympics surely helped us admire Russia and Russians. The sheer scale of the undertaking in Sochi was impressive. And the Olympics are always a chance for the host country to show off its best qualities.

But even as the Games were being played, images of chaos and discontent in Russia’s sphere of influence undercut the general goodwill. The continuous shipment of armaments and ammunition to the Syrian government for use against its citizens continues to hurt Russia (at least in the West and among supporters of human rights). So does support for the authoritarian regime and strong-arm tactics of recently ousted Ukrainian leader Viktor Yanukovych.

Less than a week after the Winter Olympics closing ceremony, Russia is conducting military maneuvers on the Ukrainian border and the cover of The Economist shows a figure silhouetted against a flaming backdrop with the headline, “Putin’s inferno.”

The Sochi Olympics have been the most expensive Games ever. From such an expenditure, one would expect a benefit to the host country’s image. And that has generally been the case. But while the Olympics are likely to offer a short-term benefit to Russia on the world stage, its geopolitical tactics will continue to be a long-term problem.

The lesson here, for all organizations, is that your organization’s behavior will have more long term impact than any short-term communication initiative. Ideally, your behavior should be consistent with your communications.

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