Trademarks and Brands

Corsearch Acquires Yellow Brand Protection

by T+B BLOG TEAM on Wednesday, 14 November, 2018

After 70 years as an industry leader in brand establishment and protection for trademark and brand professionals, Corsearch reached yet another milestone this week with its acquisition of Yellow. Press Release

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Topics: intellectual property, trademark clearance, domain management, trademark, counterfeits, Brand protection, domain infringement, branding, brands, trademarks, Corsearch

Renaming Projects: Swaziland Changes Its Name

by T+B BLOG TEAM on Monday, 9 July, 2018

Renaming a brand, a product, or a company is a huge, complex project. Have you ever thought about what happens when a country undergoes a name change?

The African nation of Swaziland is doing just that. It was announced in April that Swaziland was changing its name to "eSwatini," which means "home of the Swazi people." The new name eSwatini isn't completely "new" — a lot of the residents already use it locally — but the renaming announcement made by the country's King Mswati III on his 50th birthday, during the country's celebrations marking 50 years of independence from Great Britain,reportedly caught many citizens by surprise.

According to an AFP news agency report, the king said: "African countries on getting independence reverted to their ancient names before they were colonized. So from now on the country will be officially be known as the Kingdom of eSwatini." He also cited another reason for the name change: "Whenever we go abroad, people refer to us as Switzerland."

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Topics: naming, branding

The World's Most Enduring Brands

by T+B BLOG TEAM on Monday, 18 June, 2018

Have you ever wondered about those brands that endure over time — and how they accomplish it?

Fast Company Design recently featured an article about a Carbone Smolan Agency (CSA) study that reached out to professionals in nine industries for nominations, narrowed the list to 50, and then asked 5,000 US consumers for ratings. The branding agency then used the consumer insights gathered to develop an Enduring Brands Index, which pinpointed five essential traits that brands require in order to endure: self-aware, principled, deliberate, adaptive, and focused. Most importantly, the one key trait that all of the companies shared — the ability to successfully navigate change.

Here are more details on each of the traits the enduring brands displayed:

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Topics: branding, Brand protection

City Brand Identities: Helsinki, Finland's New Look

by T+B BLOG TEAM on Tuesday, 1 May, 2018

Redesigning a city's brand identity is a massive undertaking. Last year we wrote about Atlanta, Georgia's rebranding project for its Department of Planning and Community Development, now let's take a look at Helsinki, Finland's approach to developing a new, consistent branding system.

Helsinki hired creative agency Werklig to develop a brand that would be appealing not only to local residents, but also to tourists, immigrants, and other groups with an interest in the city.

The old branding system had just one cohesive design element — the Helsinki coat of arms —which Werklig managed to work into the redesign, using a skeleton version of the crest that could be adapted to different platforms, formats, and languages. The agency also developed a custom-designed "Helsinki Grotesk" typeface. As we wrote in our post, "Custom-designed Fonts as Intellectual Property," custom-designed typefaces are becoming more commonplace as both a cost-savings measure and a way to make a font a part of an organization's intellectual property.

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Topics: branding

Adding "Blockchain" to Company Names Prompts Stock Surges

by T+B BLOG TEAM on Wednesday, 3 January, 2018

The Long Island Iced Tea Corp. changed its name to Long Blockchain Corp. and guess what happened?

In pre-market trading, according to TechCrunch, its share price jumped as much as 500% before settling back down at 275%. Now the compay's worth about $92 million instead of its previous $23.8 million value. All of this prompted by adding "Blockchain" to its name.

Long Island Iced Tea isn't the first company to jump on the bitcoin craze. Bioptix, a biotech firm, also saw a recent jump in its stock price when it changed its name to Riot Blockchain. CNN Money reports that tobacco company Rich Cigars (now Intercontinental Technology, Inc.) and e-cigarette firm Vapetek's (now Nodechain, Inc.) stock prices shot up after announcing they were becoming blockchain companies. And, according to Payment Week, online retailer Overstock.com, after switching focus to its blockchain operations with the launch of tZERO, a trading system for cryptocurrency, also experienced big stock gains.

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Topics: names, branding

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The title says it all. This is a blog about trademarks and brands, expanding the expertise and resources you’ve come to expect from Corsearch. From expert research tips to the inside scoop on productivity solutions, join the conversation about trademarks and brands.

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