Download pdf - Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand

Transcript
Page 1: Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand
Page 2: Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand

NOLA Brewing

ORIGIN STORY

Page 3: Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand

3!

Page 4: Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand

4!

Subhead  Katrina

Page 5: Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand

5!

Dixie Beer

Page 6: Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand

6!

Frank Zappa

Page 7: Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand

7!

NOLA Brewing Logo

Page 8: Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand

8!

Page 9: Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand

9!

Page 10: Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand

10!

Page 11: Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand

11!

Page 12: Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand

12!

Mission Statement

Page 13: Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand

13!

Be true to who you are

in every decision you make.

Page 14: Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand

14!

Page 15: Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand

Through in-depth interviews and psychographic analysis, we uncovered a di!erent culture in sports + Kids doing very “unkidlike” things

STARTING FROM SCRATCH

Page 16: Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand

A BRAND story born of the CULTURE that DRIVES these athletes and the company

Page 17: Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand

IMAGERY THAT EMBODIES THE BRAND

Page 18: Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand

PROS THAT EMBODY HONOR THE GAME

Page 19: Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand

SOCIAL MEDIA: TWITTER

Page 20: Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand

SOCIAL MEDIA: FACEBOOK

Page 21: Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand

SOCIAL MEDIA: INSTAGRAM

Page 22: Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand

ELITE PRACTICE FACILITY

Page 23: Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand

PROTECTING THE BRAND

Page 24: Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand

24!

A trademark is a word, phrase, symbol, or design, or a combination thereof, that identifies and distinguishes the source of the goods of one party from those of others.

What is a trademark?

Page 25: Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand

25!

A trademark gives a seller or producer the exclusive right to “register” a trademark and to prevent their competitors from using that trademark.

What does a trademark present?

Page 26: Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand

26!

•  McDonald’s Golden Arches

•  NBC Charm

•  Louboutin Red

•  “Love that chicken from Popeyes”

Examples of Trademarks

Page 27: Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand

27!

•  Actual use in commerce provides common law trademark rights.

•  Limited protection in

particular geographic markets without registration.

•  State registration provides very limited protection.

How do you get trademark protection?

•  Registration with the USPTO plus actual use in commerce or intent to use in commerce.

•  How?

•  Search for similar marks

•  Fill out the application

•  Pay the registration fee

Page 28: Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand

28!

•  Protects original works of authorship, including pictorial, graphic, and literary works

•  Arises automatically upon creation

•  But registration with the Copyright Office is not necessary but provides legal benefits

What is a copyright?

Page 29: Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand

29!

Examples of Copyrighted Works

•  Some elements of the text of product labels, website language

•  Photos and graphic elements used in advertising, product labels, websites

•  Slogans are protected under trademark, not copyright

Page 30: Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand

30!

•  The Copyright Act provides certain rights to the owner:

•  Reproduce the work

•  Perform the work

•  Distribute copies of the work

•  Display the work

•  Prepare derivative works

Copyright Act Protections

Page 31: Branding and Advertising the Right Way: Do's, Don'ts, and Legal Issues in Promoting Your Brand

THANK YOU


Recommended

Do's and don'ts in ERP
Do's and don'ts in ERP Business
Facebook Contest: Do's and Don'ts
Facebook Contest: Do's and Don'ts Business
Pre approval do's & don'ts slide
Pre approval do's & don'ts slide Economy & Finance
100 Do's and Don'ts
100 Do's and Don'ts Documents
Interview Do's & Don'ts
Interview Do's & Don'ts Services
TSC Brief Employer Branding Do's and Don'ts
TSC Brief Employer Branding Do's and Don'ts Business
Email Do's and Don'ts
Email Do's and Don'ts Technology
Website do's don'ts
Website do's don'ts Documents
PR Do's and Don'ts
PR Do's and Don'ts Technology
Websites do's en don'ts
Websites do's en don'ts Business
Do's-Don'ts (ppt)
Do's-Don'ts (ppt) Documents
Do's and don'ts 2014
Do's and don'ts 2014 Business
Blogging Do's and Don'ts
Blogging Do's and Don'ts Technology
AR Do's and Don'Ts (Mht)
AR Do's and Don'Ts (Mht) Documents
VFDs: Do's and Don'ts
VFDs: Do's and Don'ts Documents
Do's & Don'ts magazine ads
Do's & Don'ts magazine ads Documents
G+ do's & don'ts
G+ do's & don'ts Social Media
Kidznotes Brand Do's & Don'ts
Kidznotes Brand Do's & Don'ts Documents