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Blog

Tips for Building—and Keeping—a Strong Brand

March 16, 2015

Blog

Tips for Building—and Keeping—a Strong Brand

March 16, 2015

Back to Fish's Trademark and Copyright Blog

 

On Friday, March 13, I attended the WBZ Radio Business Breakfast here in Boston (co-sponsored by our client Salem Five Bank).  The program was entitled “Cooking Up a Successful Brand” and featured executives from four noted local food industry companies: Roger Berkowitz of Legal Sea Foods, Carolyn Crowley Stimpson of Polar Beverages and Wachusett Mountain, Frank Carpenito of Dancing Deer Baking Company and Steve DeFillippo of Davio’s Restaurants.  It was a lively discussion and the panelists delivered a good deal of wit and wisdom on how to build—and keep—a strong brand.  And their advice applied to any industry, not just food and beverage.  Some key points:

  • Quality is always paramount. If you don’t deliver on quality, you won’t keep your brand promise and customers won’t return.
  • Consistency is crucial. If the brand is going to function, it’s got to be an indicator of consistent
  • Focus on your core brand promise and don’t take your eye off the ball. As Roger Berkowitz said, “Know what business you’re in.”
  • Listen to your customer. Pay attention to feedback.  Get out of your office and on to the floor.
  • Foster a culture of excellence among all your employees, so that everyone has bought into the brand promise.
  • Innovate. Stagnant brands wither and die.
  • Learn from your mistakes, and be nimble if an innovation isn’t working out.
  • Connect with your community – be engaged locally, through social media, and through corporate good citizenship.

This, of course, is the very underpinning of trademark law.  The best trademarks are the best trademarks because they are consistent indicators of quality.  The customer knows from the trademark what they’re going to get, and that makes it easy for them to come back for more and make that second, third, and fiftieth purchase. By focusing on quality, consistency, innovation, and customer service, your brand develops a priceless reputation and goodwill—precisely the assets trademark law was created to protect.

 

Related Tags

trademark
brands

Blog Authors

Robert M. O'Connell, Jr. | Of Counsel

Robert O’Connell is Of Counsel in the Boston office of Fish & Richardson. His practice focuses on trademark and copyright strategic advice, prosecution and enforcement, including all aspects of domestic and international trademark law; registration and...

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