Posts Tagged: "fanciful trademarks"

Since June 2011, Denison has served as the Deputy Commissioner for Trademark Operations, where she has been responsible for USPTO trademark application, legal examination and registration processes. She has led outreach to the trademark legal community, small businesses and applicants without legal counsel. Denison will succeed Deborah Cohn, a 31-year veteran of the agency who began her service as Commissioner at the end of 2010 and will retire from the agency at the end of 2014.

You have probably had circumstances when you have positively associated with a certain trademark. Perhaps you were traveling and had the option to eat at one of several restaurants… A trademark is a significant asset. A trademark not only becomes your company seal, but it is how consumers will relate to your goods or services. If you have high quality goods and services for a reasonable price then customers will associate your company with positive feelings and memories, so the next time they see your trademark they will conjure up in their minds a whole host of positives. This conjuring up of positive feelings, emotions and memories of satisfaction can be powerful.

When seeking to obtain a United States trademark there are a number of different steps to the process, and even after the trademark has issued there are several key events that must be planned for in order to continue to maintain the trademark in good standing. Before moving forward to elaborate it is vitally important to understand that once you file a trademark application it will be necessary to promptly respond to any inquiries made or issues raised by the Trademark Office, which will come from a trademark examining attorney. Likewise, to preserve the trademark in good standing there will be additional steps that you must take after the trademark has issued.

Brand building can be defined as ‘Building the perceptions of your target audience.’ Those who work in marketing usually say that in order to really build your brand you need to be consistent in your marketing campaigns. Consistency and repetition are a sure way to ingrain your message into the minds of those you are trying to reach by creating a focused brand image. However, Geico, has shown that, when done right, you can break the widely accepted and customary brand building “rules” often having numerous different iconic ad campaigns running at once. So today I’d like to discuss 5 of the more memorable GEICO ad campaigns beginning with the GEICO Gecko® through the most recently added Mike McGlone Commercials and analyze what your business can learn from these ad campaigns.

You have probably had circumstances when you have positively associated with a certain trademark.  Perhaps you were traveling and had the option to eat at one of several restaurants.  You might have preferred a sit-down meal, but you might have opted for McDonald’s or Burger King instead because you are familiar with what you will get, know it is going…