28. Legal Aspects to Consider
• Secure your Trademark Protection = Securing your brand identity
• Create and Select a Protectable Name
• Review the 5 Categories: Fanciful, Arbitrary, Suggestive, Descriptive & Generic
• Commit to the Mark
• Use the trademark appropriately and actively
• Distinguish the trademark
• Complete registration process
• Police it!
29. Trademark
• Any Word, Name, Symbol, Design or combination thereof used to identify and
distinguish goods and services and to indicate their source
• Protects words used on products and services in commerce
• Trademark rights
• can be inherit if the mark is used
• rights can last indefinitely
• other Federal benefits
30. TM, SM and (R)
• “TM” (trademark) or “SM” (service mark) - used to designate that you are
claiming rights in a mark
• “(R)” - Used only after the USPTO registers a mark, not while an application
is pending; cannot be used if the mark is not officially registered with USPTO
• Costs Involved: Filing fee - $82; Search fee - $270; Examination fee - $110;
Issue fee - $755; Maintenance fees - $490.
• Fonts, colors, sounds, symbols and designs
36. Do you have a STRONG BRAND?
• Is your Company Name protectable?
• Which Category does your name fall into?
• What is the Cornerstone Test to determine Trademark infringement?
• How will you “commit” to your trademark?
• Why should you “police” your trademark?
• “Official Gazette”
41. Steps in Conducting Your Federal TM Search
• Select a trademark
• Identify specific terms for your product or service using the Acceptable
Identification of Goods & Services Manual
• Determine International Class
• Determine Related Good or Services and their Classes
• Develop a basic Search Strategy
• Broaden your Search Strategy
• Conduct the Search
43. Other Search Terms: BlueRazor Tennis Gear
• Test also for Blue Razor, Blu Razor, BlooRasor, etc.
• Test outside of your industry - broaden your class
• Test for spelling and sound similarities
50. What is a Mission
Statement?
• “an enduring statement of purpose for an
organization that identifies the scope of its
operations in product and market terms,
and reflects its values and
priorities” (Abrahams, 1995)
51. Purpose
A mission statement helps:
• ensure everyone is on the same page
• creates a baseline for your business plans
• conveys what your company stands for
and what you are passionate about
52. Effective Mission Statements Can
Incorporate the Following:
• Direction
• Focus
• Policy
• Meaning
• Challenge
• PASSION!
53. Where will you tell
your story?
• Traditional: Framed and placed in your
office, employee documents, annual reports
• Brand Building: Business Stories,
Corporate Culture, Marketing, Customer
Service, Social Media
54. Connecting the
Meaning...
How does your mission statement
relate to branding?
Dream Big! Simplicity at Work!
Retail is in the Details!
Putting Mission Statements on Pillowcases
(Cottingham, BrandChannel)
55. Takeaways
• Strip down your brand purpose statement
to a few words (as few as possible)
• Find innovative ways to spread the message
• Use images to convey your message
• Think Corporate Culture
• Build your “Brand Experience”
56. Creating Your Mission
Statement
• Length - should be read in less than 30
seconds or 1-3 sentences
• Tone - Energize and inspire reflecting your
brand
• Endurance - think long term
• Uniqueness - is it original?
57. It’s time to write...
• Pick a central theme
• Focus on your uniqueness
• Make it memorable
• Get outside eyes to review
• Create an effective mission statement
58. Writing Tips
• Be definite and use an active voice - avoid
“we will attempt to” or “we plan to”
• Use Present Tense not Future Tense
• Don’t use QUOTES
59. Testing Your Mission Statement
• Does it pass the “KISS” test?
• Does it take less than 30 seconds to say?
• Does it focus on your core competency?
• Does it inspire passion?
• Does it provide direction or focus?
• Have you reviewed other mission statements
• Have you asked for feedback/input?
60. Testing Your Mission Statement
• Does it pass the “KISS” test?
• Does it take less than 30 seconds to say?
• Does it focus on your core competency?
• Does it inspire passion?
• Does it provide direction or focus?
• Have you reviewed other mission statements
• Have you asked for feedback/input?
73. Getting Started...
• Review your Entertainment Brand Hero
• Find Your Brand Hero’s Mission
Statement or Corporate Vision
• Look on the website, annual report or
press release
• Search for “company name” + “mission”
74. Creating Your Mission
Statement
• Who Are You?
• What Do You Do?
• Why Does It Matter?
75. Brainstorm Now
• Write down some keywords, phrases or
ideas that you think should be a part of
your company’s mission statement
• Take time to research the mission
statements of your competitors and your
favorite entertainment companies for
inspiration
