Branding

Famous Jameis – Trademark Protection and Branding

“Famous Jameis” is betting on the future by cashing out on his nickname. Jameis Winston, potential No. 1 overall NFL draft pick, has filed to trademark “Famous Jameis.” This nickname was given to him during his time at Florida State, where he won the Heisman Trophy and only lost one game as a starter in 2013. Winston’s trademark attorney noted they have taken steps to protect Winston’s intellectual property rights. He also commented that this is a long-term investment they “hope to utilize down the line.”

His attorney filed the trademark application on February 5, 2015. Whether he will cash out on his investment will depend on his performance and future in the NFL. For instance, Johnny Manziel, winner of the Heisman Trophy in 2012, filed for 10 different trademarks, including his nickname, “Johnny Football,” but his less than impressive performance this past season has made his brand less desirable as a commodity.

The success of a brand largely depends on the public’s perception of it. The first stop on your way to the bank filing for trademark protection with the USPTO and look forward to the profitable future.

Marshawn Lynch Files Trademark Application For His Phrase “I’m just here so I won’t get fined”

There is no doubt Marshawn Lynch is profiting greatly off of his Beast Mode apparel line.   He is a branding genius. Even if you don’t know who Marshawn Lynch is you have probably heard the phrase “I’m just here so I won’t get fined.” Lynch is the running back for the Seahawks as well as the registered trademark owner of “Beast Mode” product line featuring shirts, hats, beanies, hoodies, and other related products.  According to the USPTO website and the U.S. Trademark Electronic Search System, Lynch filed his trademark application for the “Beast Mode” trademark on September 9, 2013, and was approved by the USPTO examining attorney for publication on February 15, 2015. He didn’t stop there. After he bluntly and repeatedly told media “I’m just here so I won’t get fined,” on Super Bowl Media Day in late January, and after his statement went viral, he made a lucrative business decision and filed a trademark application with the USPTO. Although many criticize his statement, others love it and have been asking for clothing with that phrase. He is giving his fans what they want as well as making a smart decision by filing for a trademark application in hopes of protecting his intellectual property.

On February 18, 2015, Lynch applied for the word mark “I’M JUST HERE SO I WONT GET FINED”  under the International  Class 025, identified as goods and/or services related to athletic shirts, baseball caps, beanies, fleece pullovers, hooded pullovers, hooded sweat shirts, pullovers, short or long sleeved t-shirts, sweat shirts, and track jackets. Lynch will be assigned to a USPTO examining attorney in approximately 3 months whom will likely approve the trademark registration.

Celebrities’ applying for trademark protection for their famous phrases […]

Patagonia’s Brand : Activism and an Innovative Mission Statement

Branding a business is a critical aspect to building any successful business. Patagonia’s brand, unlike many who believe consistency, avoiding controversy should triumph, is somewhat paradoxical at times.  The company is in the business of making and selling merchandise, however, it is known for advertising its products by telling consumers not to buy its products. In recent years Patagonia has doubled in size and tripled its profits. This is an interesting approach and impressive results. Patagonia believes in making quality and durable products. The company was built on a philosophy of sustainability. For example, the “Don’t Buy This Jacket” advertisement was really about telling consumers not to buy more than what they need. The company promotes the durability of its products by highlighting that they are meant to be handed down from generation to generation, and when a certain product is in need of repair, a customer can come to the company for repair. This kind of unison between customer and company is brilliant, especially during a time where environmental sustainability receives heightened attention.
Activism and Investing in Future Generations
Patagonia recently funded a documentary about a controversial environmental topic: dam removal. Patagonia acts like an activist, which is not something most companies would consider doing — as certain activism would not resonate with all customers and likely would offend some customers. However, for Patagonia, the environmental risk of not talking about the negative aspects of hydropower, methane gas emissions, and loss of biodiversity are too important to avoid addressing. This highlights the company’s mission to fight “any fight worth fighting.” Patagonia also announced that it will invest $13 million to put up solar panels in homes in Hawaii. Patagonia emphasizes cooperation and the need for investment […]

Competing On More Than Taste, How Branding Can Help You Compete With Bigger Companies

What brand of ketchup is in your pantry? What brand of ketchup is at your favorite restaurant? Odds are it was probably Heinz ketchup. It seems everywhere you go, if you want some ketchup, its going to be Heinz. This begs the question, can anyone compete with the Pittsburgh based company?

Former Brown University students Scott Norton and Mark Ramadan liked the idea of challenging one of the most popular brands in the world. They came to a realization that if they were to compete solely on the taste of the ketchup, they would lose. So they came up with a fictional character, Sir Kensington, to help them establish a strong brand identity. Sir Kensington is quite the fellow too, he attended Oxford University, gaining degrees in mercantile trade, agronomy, and culinary arts; he has hosted summits that attracted the who’s who of people across the globe; and he created his recipe from the scratch when Catherine the Great of Russia asked him for a side of ketchup at such a summit.

The former students marketed their ketchup under this interestingly savvy man as Sir Kensington’s Ketchup. This new ketchup was debuted at the New York’s Annual Fancy Foods Show in 2010 and the brand has taken off since. Within the first year, Sir Kensington’s sold 10,000 jars at nationwide at stores like Williams-Sonoma and Whole Foods. Today, sales for Sir Kensington’s have tripled since 2012 and can be found in over 3,000 stores and restaurants nationwide.

Sir Kensington’s may not be as big as Heinz yet, but the owners certainly feel like they are on their way and they did so by creating a strong and unique brand to their business. They realized that they needed to […]

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