Shireen Smith - The new rules of branding, strategy and intellectual property
Let's talk branding
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The Power of the Name
i think in branding, a lot of the elements we're talking about is more about familiarity. There also e name wi really provides patent like protection if you've noit a good name. I know of where people really missed a trick is tesco's club card. Because they didn't choose a unique name that they could stop everyone else using,. every one else was able to then provide club cards and effectively take away the benefit that tesco had derived from making loyalty cards famous. So it's so important to capture the value that you are generating through a unique name which cut people can't use.
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