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Posts Tagged ‘ Brand Building ’

All-time Best Corporate Character Mascots

Posted: Monday, Feb 11, 2013 @ 8:30 am | Written by Renee C. Quinn | 10 comments
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Posted in: Authors, Brand Building, IP News, Articles, Marketing, Renee C. Quinn, Trademark, Trademark Basics

Recently published an article titled The Art and Science of Corporate Icons, which discusses Skeeter the squirrel, who is apparently the only squirrel in the world allergic to nuts. Skeeter is also the cartoon mascot for Skeeter Snacks, a line of nut-free cookies created by Dave Leyrer and Pete Najarian, whose target audience is parents with children who have allergies to nuts.  The article, discussed the creation of Skeeter from the drawing board to the finished product, including what aspects of this critter they wanted to depict their brand.  They wanted the product to not only be affordable and appealing to kids but also to show that they were “more playful than other allergen-free brands.”

When speaking of a company’s brand, most people are referring to the company’s name or logo.  But for many companies, it is the mascot that makes up the biggest and most memorable aspect of their brand, not only because it is recognizable to that company and it’s product but also because it gives the company an opportunity to showcase more of a personality behind its brand.

Promoting one’s Brand, including names, logos and mascots have become increasingly popular over the years, so much so that there are now board games and game apps dedicated solely to trivia of the recognition and knowledge of popular company brands.  Needless to say, reading the article on Skeeter Snacks got us thinking about other iconic mascots that have been used by companies over the years to promote their brands and products.  So, based on no scientific research, surveys or opinions other than our own, we compiled the following list of iconic characters that we feel are the best and most memorable, corporate character mascots of all times.  And what better time than the start of a new year (okay, we are less than 5 weeks into one anyway) to add a new Best of the Best list into the mix.

Combating Counterfeiting and Unauthorized Product Sales

Posted: Monday, Jun 11, 2012 @ 4:37 pm | Written by Gene Quinn | Comments Off
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Posted in: Brand Building, Gene Quinn, Internet, IP News, Articles, Trademark

Mention counterfeiting and what many ordinary citizens immediately think about is counterfeit currency.  Indeed, counterfeiting of money is one of the oldest crimes in history. Counterfeiting currency in the United States was a serious problem during the 19th century when banks issued their own U.S. currency, with approximately 1,600 state banks designing and printing their own notes. The adoption of a national currency in 1863 was believed to be the solution for the problem, but counterfeiting was so widespread that on July 5, 1865, the United States Secret Service was established to suppress counterfeiting.  Although substantially curtailed, counterfeiting of money still remains a threat to the U.S. economy.

Mention counterfeiting and what a person who specializes in intellectual property thinks about is the growing amount of counterfeit goods that flood the market costing hundreds of billions of dollars of damage to the economy.

Criminals on all levels — from opportunistic, small-time thieves to major drug cartels — are finding that the penalties for intellectual property crimes pale in comparison to the penalties they would receive for trafficking drugs and engaging in other illicit activities.  At the same time, the profit margin for counterfeit software, as well as for other counterfeit goods, is extremely high.  So the combination of great riches, relatively low penalties and a low likelihood of being caught and you can see why criminal enterprises, including terrorist networks, are becoming major players in the counterfeit software black-market.

5 Simple Ways to Leverage Your Online Business Relationships

Posted: Friday, Jun 8, 2012 @ 11:37 am | Written by Renee C. Quinn | Comments Off
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Posted in: Authors, Brand Building, Business, IP News, Articles, LinkedIn, Renee C. Quinn, Social Media, Social Networking, Trademark Basics, Twitter

Social Media is not a fad.  It is not something that is going to go away nor is it going to be replaced by something bigger and better.  Most businesses have embraced social media and all that it has to offer.  Perhaps you, yourself have taken a ride on the social media bandwagon.  But, even if you have a well-established social media presence, are you really getting the most out of your online relationships?  Are you missing opportunities to truly leverage your business relationships online in order to reap bigger rewards and sales in the real world?  Following are 5 easy ways that you can take to utilize your online business and real-world relationships to increase your overall social media ROI.

1.  Give and Receive On-Line Introductions

Don’t just wait for others to approach you through social media. Until you have established your online brand, telling others who you are, what you do and what you have to offer, you cannot expect others to find you.  You are always your own best advertiser.  You need to reach out to everyone you know and want to know to get the word out. With social media, as well as in the real world, you do not necessarily have to approach people blindly.  Rather start utilizing the business relationships you have developed both off line and on over the years to meet those you would potentially like to work with.

How Your Telephone System Impacts Your Brand

Posted: Saturday, Jan 28, 2012 @ 10:24 am | Written by Renee C. Quinn | 2 comments
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Posted in: Authors, Brand Building, Business, IP News, Articles, Marketing, Renee C. Quinn

If you are a small business owner, you are located in a small personal office or you work from home, you probably use either a cell phone or personal landline as your business phone.  When you call a potential client, what shows up on their called ID?  What do potential clients hear when they call and want to leave you a voicemail?  What if they simply want to know your hours of operation or fax number?  You may not realize this but your telephone system’s features, including your caller ID display and voicemail greeting, have a major impact on how others see your brand.

Unless you are part of a company that has the resources to allow for a rather expensive professional telephone system, you probably have just the basics. Most small businesses do not have the resources or even the need for such an elaborate telephone system.  But it would be nice, right?  So chances are you are using the voicemail system offered as part of your landline or personal cell phone package.

5 Simple Steps to Building A Personal Brand Using Social Media

Posted: Tuesday, Jan 17, 2012 @ 7:15 am | Written by Renee C. Quinn | Comments Off
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Posted in: Authors, Brand Building, Facebook, Internet, LinkedIn, Marketing, Renee C. Quinn, Social Media, Social Networking, Trademark Basics, Twitter

It seems like everyone is online these days, male, female, young and old.  And tapping into this vast audience is a low-cost, highly effective way to launch a small-business brand into the global marketplace. Building your brand through social media allows you to cultivate new relationships, increase brand awareness, develop customer loyalty and make word-of-mouth marketing go viral.  Although social media seems relatively easy to get started with, it takes strategy and consistency to build your brand online.  The most important thing to keep in mind while doing so is no matter how big the company you work for is, whether you work for yourself or for someone else, you still have your own personal brand.

But what exactly does it mean to have a personal brand?  How can one use social media to represent a larger company or firm yet still maintain a personal brand?  Well if you have read my article With Social Media, YOU are Your Own Brand published in June of 2011, I explained that although you may be using social media to promote the offerings of the company or firm you work for, large or small, you are doing so as an individual.  Building upon this previous article, below are 5 simple steps you can take to build your own personal brand using social media.

14 Ways to Exploit the Power of Social Media for Business

Posted: Tuesday, Dec 27, 2011 @ 6:47 pm | Written by Renee C. Quinn | 5 comments
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Posted in: Brand Building, Business, Internet, IP News, Articles, Renee C. Quinn, Social Media, Social Networking, Trademark Basics

Having a brand is not just for big corporations and well-known products. Big businesses, small businesses, law firms, entrepreneurs and anyone else wanting to make a name for themselves can do so by building a brand. The way you portray your business, your products and yourself; in other words your image, is your brand.

Thanks to social media everyone has the ability to connect with like-minded individuals all over the world. But if you want to exploit social media you need to have an effective strategy. It does not take an enormous amount of time each day. In fact with only 15 minutes per day, you can really make quite an impact.  Like everything you hope to succeed with in life, it does take planning and forethought.

Here are suggestions on how you might be able to use social media to develop your brand, monitor quality, engage customers, expand upon ideas and connect with others within your industry.

Top 5 Twitter Myths Busted: Twitter Demystified

Posted: Friday, Nov 25, 2011 @ 2:34 pm | Written by Renee C. Quinn | 6 comments
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Posted in: Brand Building, Business, Internet, IP News, Articles, Marketing, Renee C. Quinn, Social Media, Social Networking, Twitter

When I speak at events, one of the most common questions I get from professionals is, “What is the purpose of Twitter.” Those of us who use Twitter know what the purpose of Twitter is and how to use it though. But for many, the concept of micro-blogging is still quite a mystery. Once you understand what to tweet, how to tweet and how much to tweet, you are quickly able to make excellent connections, increase your website statistics and search engine ranking, find some of your best brand advocates, and benefit quickly and efficiently from word of mouth marketing. In fact, next to YouTube, micro-blogging on Twitter is one of the quickest ways for information about you, your brand, your business, your products and your services to go viral.

Before one can feel comfortable on Twitter, they must first understand the purpose of Twitter, realize the potential of Twitter and learn how they can use Twitter to meet their overall marketing objectives.  Following, I will discuss and demystify 5 of the top myths about Twitter use for business and give you pointers on how you can get the most out of your Twitter account.

Starbucks and Other Popular Restaurants Go Social

Posted: Wednesday, Nov 2, 2011 @ 12:37 pm | Written by Renee C. Quinn | Comments Off
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Posted in: Brand Building, Fun Stuff, Articles, Renee C. Quinn, Social Media, Social Networking

It seems that no matter where you go these days, the likelihood is high that you will see a “Free Wi-Fi” sticker on the front door of the establishment.  Whether you are going for coffee, meeting a colleague for lunch, stopping at a rest stop or waiting for an airplane, you can pretty much bet that you will be able to check your email and surf the web while you are there.  But providing customers with free Internet access is just the beginning.  Some of the world’s most well known brands are aggressively using social media as a marketing tool.

Many of the largest and most recognizable restaurant brands are starting to realize the power and potential of social media, not only for the use of their clientele but also in getting their message out in new and innovative ways.  They have begun to realize that building larger online communities equates to higher numbers of restaurant sales. For this reason, media outlet Nation’s Restaurant News teamed up with an analytics and digital branding firm, DigitalCoCo to create the Restaurant Social Media Index (RSMI) highlighting the industry’s Top 100 each quarter.

Hey Apple, What Happened to Mac vs. PC?

Posted: Sunday, Oct 16, 2011 @ 3:10 pm | Written by Renee C. Quinn | 10 comments
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Posted in: Advertising, Apple, Authors, Brand Building, Business, Companies We Follow, Fun Stuff, IP News, Articles, Marketing, Microsoft, Renee C. Quinn

Forever a PC family, IPWatchdog has slowly converted over to all Apple/Mac products.  It started with iPhones, then an iPad, followed by 27″ iMacs, and now MacBook Airs.  This conversion ultimately got me thinking, “What happened to the old Mac vs. PC Commercials?”

Nearly two years ago I wrote an article Mac vs. PC: A Simplistic Yet Effective Marketing Strategy.  You remember Mac vs. PC don’t you?  The John Hodgeman played usually frazzled, often disheveled “PC” and Justin Long played the always hip, cool and technologically advanced Mac.  The Get a Mac ads, which started in May of 2006 and ended in October of 2009, seem to have virtually disappeared.  In fact, the commercials are not even featured on the Apple Website.  If you click on the “Commercials” link you are now taken to a “Why You’ll Love a Mac page.  Boring.  Could it be that Apple thinks PC’s no longer have the issues that have always plagued them in the past?  I doubt it.  Why do you think we are moving over to “the Dark Side???”  Maybe Hodgeman and Long got too big for their roles?  Well no matter what the reason, I have one question, “Hey Apple, what happened to Mac vs. PC?”

How Industry Giants Like Apple, Inc & Others Use Social Media

Posted: Saturday, Sep 24, 2011 @ 2:45 pm | Written by Renee C. Quinn | 5 comments
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Posted in: Apple, Brand Building, Companies We Follow, Facebook, Internet, IP News, Articles, LinkedIn, Marketing, Renee C. Quinn, Social Media, Twitter

Those of you who follow IPWatchdog, know that my passion is Brand Development, Brand Building, and Online Marketing using social media.  I try to educate our readers on how they can use social media for their businesses regardless of size.  However, I decided to take a different approach and compare the social media campaigns of Apple, Inc, Coca Cola, Nike and Dell Computers.  Let’s take a look at how these four industry giants use social media today and how you can incorporate similar tactics into your social media strategies.

Renee Quinn Presenting at AIPF Annual Meeting Sept. 20

Posted: Tuesday, Sep 6, 2011 @ 1:13 pm | Written by Gene Quinn | 1 Comment »
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Posted in: Attorneys, Brand Building, Business, Gene Quinn, IP News, Articles, Marketing, Social Media, Social Networking

Renee Quinn, the Social Media Diva™, will present at AIPF Annual Meeting in Chicago, IL

The Association of Intellectual Property Firms(AIPF) will hold its Annual Meeting September 18-20 in Chicago.  The theme of the event is “Enhancing IP Rights in a Time of Erosion,” which will be explored from a variety of perspectives.  Bruce J. Hendricks, Associate General Counsel, The Goodyear Tire & Rubber Company, will give the keynote address on Monday, September 19, 2011.  Other feature speakers include Philip S. Johnson, Chief Intellectual Property Counsel, Johnson & Johnson, Kurt Van Thomme, Pioneer Hi-Bred International Inc. and Clifton G. Green, Whirlpool Corporation, all of whom will be presenting their companies’ view on the importance of IP and outside counsel.

A diverse international faculty will focus on “Enhancing IP Rights in a Time of Erosion” and other innovative IP topics. AIPF will also offer its Brand of Excellence programming which will include topics like eLawyering, Mentoring, Legal Project Management and Social Media for the Attorney.  IPWatchdog’s own Renee Quinn, the Social Media Diva™, will present at 11:35am on Tuesday, September 20, 2011 on “Marketing, Brand Building and Social Media for the Attorney.” Renee will also be covering the AIPF Annual Meeting for

Having a Website is Essential for Business

Posted: Wednesday, Aug 24, 2011 @ 7:35 am | Written by Renee C. Quinn | Comments Off
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Posted in: Blogs & Websites, Brand Building, Business, Internet, IP News, Articles, Marketing, Renee C. Quinn

How often do you use a telephone book to search for a business of interest?  Phonebook?  What’s a phonebook, right?  How often do you search in the online yellow pages for a particular business?  Probably anytime you want to know how to contact a company of interest.  And how often do you find that the business of interest does not have a website? How often do members of the business community hand you a business card with an email address or the like? In today’s business world it is amazing to see just how many businesses still do not have a web presence.

Do you have a website for your business?  If not, what are you waiting for?  While on vacation in Laguna Beach, California, we visited the Sawdust Festival.  It was a wonderful time, with many excellent local artists.  I was amazed that some didn’t have a website.  How is that possible today?  A website is a fairly inexpensive business tool that serves a purpose for both you and your clients. For you, it is a fairly inexpensive way to advertise. Obtaining an appropriate domain name for your business does not cost very much any more. In fact, you can obtain a .com domain name from for as little as $11.99 per year.   Do I sound like a GoDaddy commercial, or what?