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

"Don't Say Velcro" Music Video Warns Against Brand Name Dilution

by T+B BLOG TEAM on Tuesday, 3 October, 2017

Wow — what an entertaining way to get out a serious message about the generalization of trademarked brand names from a group of attorneys at Velcro, the self-fastener company!

Starting out as a serious-looking "message from the lawyers at The Velcro Company," the group sings: ". . . everywhere you go you see this scratchy, hairy fastener and you say, 'Hey, that's Velcro!'" The group then goes on to warn that if all self-fasteners are referred to as Velcro, "we're gonna lose that circled 'R.'" The music video even includes other (intentionally censored) examples of brands that are used generically to describe a product.

Velcro CEO Fraser Cameron told USA Today: "We want people to know there's a real company behind the brand folks know and love and that there's a difference between Velcro brand products and others in the marketplace."

Take 2 minutes to watch this . . . it'll stick with you!

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Topics: branding, trademark

Government Branding Is More Innovative Than You Might Expect

by T+B BLOG TEAM on Friday, 22 September, 2017

Many people associate government branding with a slogan or a tagline, usually in support of tourism initiatives (e.g., Incredinburgh, I ♥︎ NY, I Feel Slovenia), but there’s another layer of government branding that brings together design elements to produce a city, town, or country’s visual identity system used in signage, flags, maps, logos, etc.

Take, for example, Atlanta, Georgia. The southeastern US city recently rebranded its Department of Planning and Community Development with a new name, a new look, and some very distinctive public notice signage. As Fast Company writes, “Not all cities have a budget for design, but Atlanta’s department of urban planning is showing why they should.”

The department is now officially called the Department of City Planning and not only is the new name clear and simple, but the entire rebranding project aligned around the phrase: “To Be Clear Is To Be Kind.” In the words of creative director Blake Howard, quoted in Fast Company: “If we want to be kind to the public we serve, we need to be clear.”

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Topics: branding

Amazon’s “Secret” Brands

by T+B BLOG TEAM on Thursday, 10 August, 2017

If you’re an Amazon shopper, you may have noticed that the company sells its own line of Amazon-branded products under the brand name AmazonBasics. What you might not realize, according to an article in Quartz, is that Amazon is selling a wide range of products under brand names the company created and trademarked with the USPTO.

Covering product categories like cosmetics (sold under the Beauty Bar brand), baby products (branded Mama Bear), and even fresh food (Happy Belly), Quartz cites 19 Amazon brands. The article notes that only “one of the brands makes clear that it’s an Amazon product: Pinzon, a bedsheets and towel brand.” Some of the brands state they are exclusive to Amazon Prime members.

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Topics: branding

Dunkin’ Donuts Considering Name Change

by T+B BLOG TEAM on Monday, 7 August, 2017

Can you imagine Dunkin’ Donuts without the “Donuts”?! Luckily, that possible change would be in name only.

Yes, donut chain Dunkin’ Donuts is testing the shortened “Dunkin’” name at a few U.S. locations in a move to widen its appeal beyond donuts to coffee, according to Nation’s Restaurant News. CNBC reports that a company statement said: "While we remain the number one retailer of donuts in the country, as part of our efforts to reinforce that Dunkin' Donuts is a beverage-led brand and coffee leader, we will be testing signage in a few locations that refer to the brand simply as 'Dunkin'." The company also has plans to start redesigning its stores.

The company has been referring to itself as Dunkin’ in advertising “for more than a decade, ever since we introduced our ‘America Runs on Dunkin’ campaign,” according to a company statement. A final decision about whether to change the name is expected to be made in late 2018.

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Topics: branding, names

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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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