Brand Naming

Brand Naming: The Complete Guide to Creating a Name for Your Company, Product, or Service

by Rob Meyerson

Which sounds more appetizing: Antarctic toothfish or Chilean seabass? Although they are the same thing, the latter sells much better. Likewise, a brand name can make a positive first impression or set the wrong tone. “‘Tronc to change name back to Tribune Publishing after years of ridicule,’ read one headline in June 2018… A mere 15 months after its announcement, Consignia was returned to sender, replaced by Royal Mail Group.”

Brand naming expert Rob Meyerson shares a process that balances creativity with discipline to avoid such disasters and arrive at “just one deliverable: a strategically optimal, legally available, linguistically viable, client-approved brand name.”

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Intellectual Property and the Law of Ideas

Intellectual Property and the Law of Ideas

by Kurt M. Saunders, J.D., LL.M. 

“Valuable ideas take many directions—ideas for new or improved products, marketing strategies, advertising slogans, manufacturing processes, television show formats and movie plots, to name a few.”

“The law of ideas is the area of law involving employees, customers, inventors, and authors, who submit ideas capable of being reduced to practical application to business. It is a somewhat amorphous amalgam of contract law, property law, and tort law precedents that has been stitched together by courts over the years.”

Now there’s a book which pulls it all together.

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