Consider your brand name
While our broad expertise in brand strategy secures your enduring future, our deep understanding of trademark law ensures your successful start.
The marketplace determines a brand’s value. And the market forces that drive brand equity are both numerous and complex. But at the moment of its creation, your brand has the opportunity of a lifetime to start out strong — to strike the perfect balance between legal strategy and market strategy, between science and art.
These seemingly opposing forces have the power to work together under a unifying principle called relevant differentiation. The role of differentiation plays powerfully into both trademark and market decisions. My advice to clients is always this: Never market a brand name that you cannot own (and I’m not talking about the URL). Before you decide to name and launch your new brand, or to rename an existing brand, consider the risks of having an inexperienced approach to the task.