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Archive for March, 2008

Branding & Leadership

Saving The CMO

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Chief Marketing Officers have a shorter tenure than NFL Coaches. In fact, as you can see by the chart, they barely get beyond two years before they are gone.

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Brand Protection

Protecting Your Brand: Trade Dress

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Trade dress is a second form of legal protection for a brand – Trademarks being the first. 

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Advertising

David Ogilvy Campaign Commandments

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David Ogilvy Branding Strategy Insider

Legendary ad man David Ogilvy left marketers with these eleven timeless campaign commandments:

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Brand Protection

Branding And Trademark Law

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Branding And Trademark Law

While the best defense against copycat competitors is to stay ahead of them with a continuous stream of innovative, highly differentiated, and superior products and services, it is equally important to seek as much legal protection as possible for your brand.

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?Branding Bag? Marketers For Charity

Product Creation: Sacrifice To Win

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For many years, I’ve been writing about sacrifice. In other words, to get something, you have to give something up. Trying to be everything for everybody undermines a clear perception of what makes you special or different. If Volvo is to preempt "safety," they can’t be a convertible or a fancy-looking car that tries to compete with BMW and Mercedes. And they have to innovate new safety ideas.

Convergence is the opposite of sacrifice, as it is all about products that do more. And it’s hard to avoid predictions about converging products in the worlds of computing, communications, consumer electronics, entertainment and publishing.

These predictions go way back. A July 18, 1993, front-page story in Newsday predicted that convergence will cause the eventual demise of videotapes, video stores, newspapers, TV channels, telephone operators, the Yellow Pages, mail-order catalogs, college textbooks, library card catalogs, beepers, VCRs, checkbooks and cassette players.

(We suspect you’ve noticed that many things expected to go away are still alive and well. So much for that prediction.)

More recent predictions have telephones, video, and the Internet all converging at our television sets. Even the cartoonists are getting into the act. Our favorite has a gentleman with his large-screen Sony on his shoulder saying hello into it.

If you study history, convergence rarely happens. Products that do more than they should are quick to die.

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