Green Brands: Like the Song Says, “It’s Not Easy Being Green”

by T+B BLOG TEAM on Friday, 21 April, 2017

Earth Day is fast approaching on Saturday, April 22, so what better time to look at new research from Brand Keys that reports it’s getting harder for brands to communicate green messages.

Marketing Daily writes about the Brand Keys survey that is based on consumer perceptions of brand “greenness” not on a brand’s actual sustainability efforts. With consumer expectations rising significantly, only 25 companies scored high enough to be considered “green” brands, a big drop from last year’s survey where 40 brands made the list.

In fact, consumers’ emotional expectations of brands’ sustainability efforts are up 33%, according to Robert Passikoff, founder and president of Brand Keys. “People are paying attention to messaging, and they are not taking things at face value. Their expectations are very high.”

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Topics: brands

Let’s Celebrate Some 2017 Brand Anniversaries

by T+B BLOG TEAM on Wednesday, 1 February, 2017

At the beginning of each year we scan the globe for brand anniversaries that will be celebrated and highlight the special marketing activities and events that are planned around them.

Here are some current and upcoming anniversaries for 2017. Let us know if your brand is marking an anniversary this year — we’d be happy to include it in a follow-up post.

140 Years for The Quaker Oats Company

Did you know that The Quaker Oats Company owns the very first registered trademark for a breakfast cereal? Yes, “Quaker Oats” was registered as the first trademark for a breakfast cereal in 1877. The trademark was registered with the USPTO as "a figure of a man in 'Quaker garb.'" To celebrate its 140th anniversary, the company launched an ad campaign with the theme of “We are the good we make” emphasizing its history and heritage in making oats.

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Topics: trademarks, brands

Nordic Region Embarking on Brand Identity Project

by T+B BLOG TEAM on Tuesday, 20 December, 2016

The Nordic countries of Denmark, Finland, Iceland, Norway, Sweden, Greenland, the Faroe Islands, and the Åland Islands are working together on a visual identity project. The branding project, called the Branding and Positioning of the Nordic Region, is led by the regional partnership Nordic co-operation who commissioned Danish architecture and design company Bjark Ingels Group (BIG) to showcase the region’s shared values and culture.

Dagfinn Høybråten, Secretary General of the Nordic Council of Ministers, said: “There is great worldwide interest in the Nordic Region right now. Our aim with this project, and with the prime ministers’ new initiative ‘Nordic solutions to global societal challenges’ is to put Nordic ideas and solutions on the world map.”

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Topics: brands

Fast Company’s Best and Worst Branding Picks of the Year

by T+B BLOG TEAM on Wednesday, 14 December, 2016

Fast Company has chosen its picks for the best and worst brand identity designs of 2016. Among the best are Grubhub, the food ordering service, credit card company MasterCard, and photo-sharing network Instagram.

Instagram went the simple route, changing from the logo on the left to the one on the right:

 Instagram.png

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Topics: brands, trademark

Let's Look at Some Halloween-themed Brand Campaigns

by T+B BLOG TEAM on Friday, 28 October, 2016

Halloween is celebrated on Monday in some parts of the world and if your brand hasn’t capitalized yet on this spookily heavy-spending holiday, it’s not too late to start thinking about next year’s plans.

AdWeek highlights some of the brands featuring Halloween themes, including a Burger King in Queens, New York, that’s innovatively decorated as the ghost of rival McDonald’s. Its sign says: "Booooooo! Just kidding, we still flame grill our burgers. Happy Halloween." 

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Topics: brands

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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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