branding advice

‘Business reputation is established by gaining and retaining the confidence and trust of the stakeholders in the business: customers, suppliers and employees, as well as shareholders’ according to Bob McDowall

Currently Toyota are under fire over Quality, BP is under pressure over ‘Environmental Risks’ from oil sand exploitation and poor old BAE Systems need an ‘Ethics Monitor’ after £280m in fines for bribes.

A businesses ability to foreshadow key events or risks and the ability to have management systems in place to cope is a part of a companies intellectual assets (IA).

Essentials of Licensing Intellectual Property by Alexander I. Poltorak and Paul J. Lerner “A license is, simply stated, permission to do something the licensor has the right to otherwise prohibit …”

If you need to know how the Internet has impacted modern licensing or wish to read an appendix of sample patent forms, licensing agreements, disclosure statements, and contact information then read one of these texts.

How to License Your Million Dollar Idea: Everything You Need to Know to Turn a Simple Idea into a Million Dollar Payday by Harvey Reese

Artists and designers may have a good understanding of Copyright and Design Rights but when it comes to exploiting the commercial applications then they need further advice. As a licensor you may worry that your customer will take the concept, as there is no copyright in an idea alone and run with it themselves. Before imparting information obtain a non-disclosure agreement or both sign a confidentiality letter.

Secrecy, confidentiality and non-disclosure are key elements of Intellectual Asset Protection

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Brand Republic ‘First for advertising, marketing, media and PR jobs’ are currently seeking to fill 3 manager jobs for ‘3 mobile’. The logo and brand awareness says enough about the company so the recruitment can focus on the job and candidate.

O2

are also looking to recruit a ‘Brand & Social Media Insights Manager’ and it makes you wonder what intellectual assets are created with job titles and positions.
In my experience job titles signpost both internally and externally and there clever use creates  an intangible asset.

It is riveting that two multinational businesses in the discretionary food supply arena, Kraft and Pepsico, are run by women.
Owners of brands that include Quaker Oaks, Doritos, Walkers Crisps and Tropicana, ‘Pepsico’ is looking to move further away from its core soft drinks business by growing ‘good-for-you’ healthier food sales three fold.

It is good business to spot a niche or an opportunity but it even better to have the financial muscle to drive it through.

Many companies are looking to exploit their brand portfolios to raise cash or exit noncore assets or ‘Orphan Brands’.

The parentage of Fox’s Mints may have included Eric Fox, Nestle and Northern Foods but the Glacier mints have currently been adopted by Big Bear. Far from being a sunset brand it is Big Bears intention to reinvigorate brands such as Poppets, Sugar Puffs and Fox’s Galcier Mints and they are looking to float on Aim.

Dormant or moribund brands may need exceptional creativity to reinvigorate them. If you are not investing let someone else look after your Orphan, you may get a lump sum or royalty for your old Intellectual Property.

Manchester United may face litigation for unpaid tax on ‘image rights’ paid to footballers as part of remuneration according to their fund raising prospectus.
Sol Cambell has issued a writ claiming his £30,000 per week was not paid by Portsmouth FC, in line with his contract, to his personal Swiss trust.
In France a high court corruption action is pending which will involve the abuse of image rights payments.

Pushing tax planning to the evasion level is an Intellectual Liability not an IA. Reputation should mean more than dickering about to save paying fair taxation.

Decoy marketing offers  false choices to make another choice look more appealing. Sometimes adding a less attractive offer will close more deals on the better offers.

‘Need to sell more of a product or service? Here’s a counter-intuitive idea: offer your customers a similar, but inferior product at about the same price. While it’s unlikely that they will actually buy the less attractive item you may see a jump in sales of what you are trying to sell. That’s decoy marketing.’ The originators  of this article, neurosciencemarketing, have now come up with more decoys under the heading Compromise Marketing.

These methods need to be used with extreme care but understanding the psychology of your customers is a key business skill.

Young businesses can get increased exposure and brand awareness by entering for industry awards. There is the potential to win not only cash but prizes in kind such as professional advice and contact with other entrepreneurs.
www.maiden-voyage.com a young business aimed at the female traveller has been short listed for the innovation awards at the business travel show.

What is the world’s most important brand?
I hope you think it is Yourself.
‘As a professional, your reputation is your most valuable career asset. Your credibility, visibility, personality, and personal style all make up your brand.’ So says the blurb in Career Distinction: Stand Out by Building Your Brand by William Arruda and Kirsten Dixson

If your professional qualifications and training are your Intellectual Property then what makes up your IA. This book suggests it is your ‘Career Karma’, your personal network, CV, in fact your personal take on The Top 10 Intellectual Assets we keep referring to.

Beware your Personal Brand is what others see and think, not what you believe to be true. You must work on these perceptions on and offline. You are developing your brand all the time.