How do you name a brand? On 20th January Madelyn Postman, MD Leidar UK, and Jandan Aliss, Trade Mark Attorney and Senior Associate at Lane IP, shared their expertise at the Museum of Brands.
Madelyn began by considering brand name types, and how names can reflect the heart, values and function of brands. She also noted the importance of names that are future-proof and allow growth, as well as the pros and cons of brand renaming.
Jandan continued to discuss trademarking, and what can be trademarked, including words, images, sounds and even smells – we were surprised to discover the fresh grass smell of tennis balls is trademarked! She also explored the relevance of trademarks, and how to use and protect them.
The talk culminated with an enlightening summary of the brand naming process, from initial research into brand identity, function and competitors, to ultimately reducing options to a final, unique name.
The evening ended with an active Q&A session with questions from a lively audience, including representatives from Matter of Form, Cohere Partners and Mobas.
The Museum’s professional development programme is generously supported by The Marketors’ Trust @marketors