MAY 2008
How fluid trade marks can enhance your brand
IP owners used to insist that their marks be used consistently. Now the most innovative companies are adopting fluid marks. Lisa Pearson explains how to ride the marketing wave without compromising your rights
| One-minute read |
| Fluid trade marks – that is trade marks that are not presented in a static, uniform format – are the wave of the future. Consumers today absorb ever more information, ever faster and in ever smaller bits and bytes. Companies seek to make their marks flashier to catch attention and more interactive to keep it. Fluid trade marks are intentially dynamic and interactive, but trade marks by their very nature beg consistency. Companies want consumers to become emotionally attached to their marks, but at the same time want to keep their marks fresh and fun. With proper management and attention to some key elements of trade mark law, fluid trade marks can enhance both a mark owner's portfolio and brand identity. |
A fast taxi ride through the media blitz of Times Square pales by comparison to the information surfeit on the internet and its digital and electronic spawn. Consumers today absorb ever more information, ever faster and in ever smaller bits and bytes. Companies seek to make their marks flashier to catch attention, more interactive to keep it.
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