Branding, or one’s brand is more than the letters or the graphic image representing that brand.
As my employers, Rob Frankel and I’m sure others have pointed out, a company’s brand should convey a set of values, perception and even a degree or level of emotion (minor or significant, negative, neutral, positive, etc.).
In recent months and weeks, there has been a lot discussed about a company’s valued brand. The most recent is “Legos.” (Yes, I now know it should be all cap’d and not plural.)
Yes, a company’s name and trademark are important, and it should work to ensure that its name, TM and similar items are properly used.
However, those efforts should be done with the thought of how the company’s actions will ultimately affect its brand. Taking heavy-handed legal and other action will dampen a company’s brand. I believe FedEx has taken some hit because of its emphasis on legal tactics for FedExFurniture.com.
Jacuzzi(TM) did it the right way (granted, after some heavy-handed legal correspondence).
The point is: Protect your brand and trademark, but don’t do it at the expense of your brand.
– Mike
Technorati tags: Business, branding, brand, FedEx, Jacuzzi, trademark
