Trademarks and Brands

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

Brands Take Flight … in Space

by T+B BLOG TEAM on Monday, 4 December, 2017

Earlier this year, Anheuser-Busch announced plans to put Budweiser beer in space. During the announcement at the film and music festival SXSW, the company went into detail about some of the obstacles associated with putting beer in space, like brewing difficulties caused by lack of water, a decrease in taste due to tongue swelling that happens in space, and even the prevalence of those nasty "wet burps."

Despite these obstacles, Anheuser-Busch's plans will advance next week when Budweiser barley seeds and other beer ingredients ride into space aboard a SpaceX rocket on its way to the International Space Station. Upon arrival, the Budweiser deliverables will be used in experiments conducted aboard the station that will hopefully further the company's plans to eventually create beer on Mars.

A beer brand may not be the first brand you think of when you think "space," but there have plenty of space-related branding efforts over the decades. The first brand that may come to mind is the powdered orange-flavored beverage mix Tang. Although not invented specifically for use in space, it reached new heights of popularity when NASA used it on US astronaut John Glenn's 1962 Mercury flight and then on Gemini missions. Also back in 1962, Swiss watchmaker Omega's Speedmaster watch made it into space when it was worn by American astronaut Walter Schirra while he orbited the earth. Speedmasters were also on the wrists of astronauts Buzz Aldrin and Neil Armstrong when they made the first Moon landing in 1969.

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Topics: brands, branding

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