There’s a lot of confusion around branding. People think about those wonderful logos that we all know (and love and hate in equal parts); for example, the Nike swoosh; McDonald’s golden arches; Macintosh’s half-eaten apple. Grappling with how to protect a mark is relatively straightforward, especially if you know a good trade mark attorney… but that’s not the point. The value of a brand lies far deeper than a logo. It’s about the relationship that your audience have with your product or service — the connections they make, the way they feel about your stuff. It’s about what sets you apart from your competition. A good brand doesn’t die. A good brand can outlive a company. So what is a brand worth, what steps should you take to ensure that your brand’s IP is protected, and how can you make your brand work for you? These videos are from an Own-it (www.own-it.org event that sought to answer these questions and many more. If you enjoyed these snippets, view the longer version at www.own-it.org or vimeo.com
Woolworths Nostalgia and Branding
OwnitLondon asked: