Meaty Brand Messaging During a Crisis

By Robert Rouder (US) and Andre Hanson (US) on April 10, 2020 Posted in Advertising

Brand promotion may be seen as encompassing (at least) three distinct but overlapping modes: (i) Advertising for the moment—the message is meant to drive immediate sales; (ii) Advertising for post-sale burnishment—the message does more than sell products today, it builds the image or reputation of the brand; and (iii) Advertising for posterity—a commercial communication that … Continue reading

A different type of virus

By Frances Drummond (AU) and Alyson Poole (AU) on April 5, 2020 Posted in Advertising

When times become tough, stressful and trying, many people react with humour. As the world finds itself in the midst of a global medical virus, a different type of virus – a virtual virus – has taken off and continues to grow. COVID-19. A virus interchangeably referred to as Coronavirus. A virus which is familiar … Continue reading

‘Apples, Beatles and four decades of litigation’ – Cautionary tales for start-ups settling on a new brand name

By Georgina Hey (AU) and Isobel Taylor (AU) on October 31, 2017 Posted in Trademark

Apple: the world’s most successful company, with an estimated worth of three-quarters of a trillion dollars. It’s no wonder that would-be tech entrepreneurs around the world are sitting around in black turtlenecks, jeans and New Balance sneakers, poring over Steve Jobs’ biography and trying to work out how they might emulate his success in their … Continue reading