News
From Catchphrases to Loyalty: Advertising’s Role in Brand Equity
Dive into the power of advertising in building brand equity, from shaping consumer perceptions to creating lasting brand loyalty. Discover examples of iconic campaigns that...
Billboards, Banners, and Bots: Choosing the Right Ad Channel for Your Brand
Choosing the right advertising channels can be a game-changer for businesses. From traditional TV and radio to social media and search engines, each channel has...
The Next Level of Brand Expansion: Navigating International Market Complexities
Expanding globally means more than opening new offices. Our latest guide explores how cultural intelligence, strategic localization, and strong brand identity can elevate your presence...
From Greenwashing to Genuine Green: How Companies Use (and Abuse) Eco-Friendly Labels
Eco-friendly labels are everywhere, but not all are created equal. From vague claims to genuine certifications, businesses use a range of tactics to appeal to...
From Trendsetters to Revenue Drivers: The Evolution of Influencer Marketing
Influencer marketing has grown from trendsetting to revenue-driving. Brands leverage influencers from nano to mega for authentic connections, while AI and virtual influencers redefine campaigns....
Brand Guardianship 101: Online Monitoring & Protection Essentials
Explore the essentials of online brand guardianship: from setting up Google Alerts to partnering with influencers, learn practical steps to protect your brand and maintain...
Choosing a Trademark: Word Mark vs. Design Mark Pros and Cons
Choosing the right trademark—word mark or design mark—can shape your brand's future. Word marks protect text, offering flexibility across styles, while design marks create a...
Example Specimens/Evidence of Trademark Usage in Commerce
Evidence of Use for Trademark In order to acquire and maintain a trademark registration, you must prove you are using the trademark in the marketplace/commerce...
Why Are Trademarks Important?
A trademark allows a business to protect its brand (the business's name/product names/logos) from use by others and prevents unfair competition. A trademark also helps consumers identify...