3D PRINT BRANDING

  3D printing, the remarkable technology that keeps reaching new, incredible heights, including inexpensive prosthetics (for example, check out this story: http://www.nytimes.com/2015/02/17/science/hand-of-a-superhero.html?_r=0), has been used by ad agency TBWA\Hakuhodo to create highly sculptured ice cubes for Japan’s Suntory Whiskey.  The cube designs ranged from the classic Japanese palace seen above to Batman’s visage.  The campaign

By | April 6th, 2015|Brand Expansion|0 Comments

TRADEMARK LIKE IT’S 2015

The incomparable brand phenom Taylor Swift recently filed dozens of trademark applications in the US Patent and Trademark Office to register a number of her song titles and her initials for a fairly wide variety of goods and services. By way of example, she’s seeking to register “Party Like It’s 1989” for educational and entertainment

BRAND INNOVATION AND EXTENSION: LESSONS ON HOW TO MAKE IT WORK

There are a number of ways to grow a brand from its core product or service (for brevity’s sake, throughout this blog, I refer to both as “products”). Two prevalent forms are licensing the brand and brand extension. In licensing, the brand owner gives permission to third parties to make and market products under the

By | December 3rd, 2014|Brand Expansion, Brand Innovation, Brand Licensing|0 Comments