I loved the article and a thought popped into it. Over the years I got to understand about Intellectual Property (IP) and what this construct meant over a long period. I knew that to protect a brand, it needed to be trademarked. I also know it’s an expensive process across categories and countries. Not all countries are signatories, however, the concept makes sense as a brand grows and can be licensed and sold, etc over years. I want to know your thoughts on this and any experience in this area as I see it as the economic aspect of building brands. Love to hear your thoughts and others on this topic.
I personally think that until it becomes an issue, I wouldn't worry about it. Enforcing trademarking is an issue for way down the road when things are already going really well once people are knocking us off, not something I worry about at the beginning of a launch.
Speaking as guy in branding/design/advertising for 40 years the way I always defined a brand is “a set of behaviors based on a set of values.” Most companies and people confuse branding with marketing output but it’s really more than that. If anyone in the community wants help with articulating your values I have a simple 5 minute exercise to help you do it. Once you articulate your values it’s so much easier to know where to go and what to do or not to when opportunities arise.
I love that perspective, we actually have a similar philosophy we use with our artists called "The Artist compass" that emphasizes values as well. Sounds like we already agree on a lot!
Very well said and fully agree, as an artist you are the brand, the "product", the everything behind what you are offering, and if you have to fake it to gain popularity then people will see through it very quickly and your brand will fail. We have to shine our values and beliefs in everything that we do to be authentic, it's the least we can do in this crazy all over the place world. And if we keep it real people will show up and trust/believe in us. 🎶 👊
Agreed, brand is simply an association between two things. A representation of something that we already know. I.e., a reputation. You build a reputation by what you do repeatedly. And it's difficult to do something repeatedly when it doesn't match who you already are.
Love this…even as someone who does most of their work in the ad/brand space.
And in shocking news to NO ONE, this is totally in line with how I think about music branding convos with clients.
A lot of brands think, “what does our target demo want to listen to…let’s sound like that.” I always advise to think about the authentic voice of the brand…what does that sound like?
Like Michael said, don’t lie. Lead with your values and strengths and think about what sounds like.
Makes me wonder though, also, what aspect of branding we can and should still be considering as a conscious and organized choice… because I think there’s still some. Like for instance, colour scheme. Using consistent colours creates a brand experience, a certain way of quickly identifying the product as associated to the overall brand.
Excellent. Authenticity sandwich to go, please! Fun and thought-provoking.... I even think the word "Branding" is a bit cringe these days. A lot of people are turned off by just the term. Good to de-mystify and bring it back to how marketing can work for a PERSON. Who knows who they are. Which is the (shhhhh), brand. Branding is also what ranchers to to cows butts, so that could be an issue with the word... :)
Some of your best and wildest work my friend.
Why thank you
So fun, so flirty. I love it.
🤓
I loved the article and a thought popped into it. Over the years I got to understand about Intellectual Property (IP) and what this construct meant over a long period. I knew that to protect a brand, it needed to be trademarked. I also know it’s an expensive process across categories and countries. Not all countries are signatories, however, the concept makes sense as a brand grows and can be licensed and sold, etc over years. I want to know your thoughts on this and any experience in this area as I see it as the economic aspect of building brands. Love to hear your thoughts and others on this topic.
I personally think that until it becomes an issue, I wouldn't worry about it. Enforcing trademarking is an issue for way down the road when things are already going really well once people are knocking us off, not something I worry about at the beginning of a launch.
Speaking as guy in branding/design/advertising for 40 years the way I always defined a brand is “a set of behaviors based on a set of values.” Most companies and people confuse branding with marketing output but it’s really more than that. If anyone in the community wants help with articulating your values I have a simple 5 minute exercise to help you do it. Once you articulate your values it’s so much easier to know where to go and what to do or not to when opportunities arise.
I love that perspective, we actually have a similar philosophy we use with our artists called "The Artist compass" that emphasizes values as well. Sounds like we already agree on a lot!
An other best one Michael!
thanks Francois!
Very well said and fully agree, as an artist you are the brand, the "product", the everything behind what you are offering, and if you have to fake it to gain popularity then people will see through it very quickly and your brand will fail. We have to shine our values and beliefs in everything that we do to be authentic, it's the least we can do in this crazy all over the place world. And if we keep it real people will show up and trust/believe in us. 🎶 👊
So true Jono! Glad you enjoyed it!
Agreed, brand is simply an association between two things. A representation of something that we already know. I.e., a reputation. You build a reputation by what you do repeatedly. And it's difficult to do something repeatedly when it doesn't match who you already are.
10000000%
Love this…even as someone who does most of their work in the ad/brand space.
And in shocking news to NO ONE, this is totally in line with how I think about music branding convos with clients.
A lot of brands think, “what does our target demo want to listen to…let’s sound like that.” I always advise to think about the authentic voice of the brand…what does that sound like?
Like Michael said, don’t lie. Lead with your values and strengths and think about what sounds like.
This is great and I agree.
Makes me wonder though, also, what aspect of branding we can and should still be considering as a conscious and organized choice… because I think there’s still some. Like for instance, colour scheme. Using consistent colours creates a brand experience, a certain way of quickly identifying the product as associated to the overall brand.
Golf clap!
Excellent. Authenticity sandwich to go, please! Fun and thought-provoking.... I even think the word "Branding" is a bit cringe these days. A lot of people are turned off by just the term. Good to de-mystify and bring it back to how marketing can work for a PERSON. Who knows who they are. Which is the (shhhhh), brand. Branding is also what ranchers to to cows butts, so that could be an issue with the word... :)
thanks for reading!