DAY Communications LLC Design & Function for Web & Print

Alphabetic Acrobatics

To achieve share of mind in the midst of media clutter and busy lifestyles, every ad or promotional piece must grab attention and be remembered. How? Claiming even a tiny territory in the average person's mind is the military equivalent of establishing a U.S. outpost in enemy territory.

Luckily, there are certain tricks of the marketing trade related to the human love of word play. From the simple rhyme or alliteration to the more complex forms such as acronyms and onomatopes--words that suggest the sound associated with their meaning such as buzz or gag-- nearly all people enjoy alphabetic acrobatics.

The made-up word is one trick that can provoke attention and memorability. An example of a coined company name is Kodak. Kodak’s founder, George Eastman, set the following criteria for his trademark before inventing it: 1. a short word that meant nothing, 2. that could not be easily misspelled, and 3. that had strong aural impact. Today, Kodak is still a premier name in its field.*

Of course, made-up names need not be meaningless. New words range in familiarity from their suggestive natures to actual use of known words. Kleenex is associated with the word clean which suggests what to do with the product. Minutemaid combines two familiar words and suggests the length of time needed to prepare the product.

Any made up-word can be memorable if set to music, as proven by supercalifragilisticexpeali- docious. But not every company utilizes radio or TV to take advantage of the benefits offered through musical jingles. Be advised, though, that these benefits are so invaluable that you should consider a jingle for your firm videoor webpage.

Not every situation lends itself to word invention, but before formally introducing your new venture or promotion, ask yourself or your marketing consultant: Could this product or event gain notoriety by naming it with a new word? Would an imaginative name help to differentiate it and sell it?

*From The Name's The Thing by Henri Carmasson, AMACOM. 1988.

©2001. DAY Communications/fastzone.com. All rights reserved.

Trade Marks and Service Marks

steer

Profit By An Image Upgrade!

You know your products or services are unique-- and better than the competition's. But how can you convey that to today's sophisticated consumers and prospects in today's saturated marketplace? One way is to add a service mark (SM) to your company, name or service, or to update your product's trademark (TM).

A TM is a word, symbol, design or any combination of those elements, a slogan or even a distinctive sound which identifies and distinguishes your goods from those of other firms. When it identifies a service it is called a service mark. TM's and SM's not only differentiate products or services, they promote and sell them. They provoke thought, evoke a mental image, or insure memorability through rhyme, alliteration, symbols or pictures, which helps to increase sales or billings. One of the deans of advertising, David Ogilvy, considered a product's brand mark-- the symbol, color or design aspect of its trademark to be a first-class ticket through life.

"Just do it", "Melts in your mouth, not in your hand",  "Membership has its privileges"....A Quaker man, a girl with an umbrella and box of salt, Aunt Jemimah...You know the companies, and their trademarks make you feel good about their products and services.

But TM's and SM's are not just for megacompanies. They're for any business seeking to win more business. Why not update your product's label with a new brand mark? Or, if you offer a line of services, consider giving them promotional names to enhance their appeal.

If yours is a service firm, boost your image with a slogan that shows up on your stationery, capabilities brochure, ads and specialty items. It's a good way to let people know you're growing, changing and innovating. Call us today for creative assistance with an image upgrade.

Little known facts about trademark registration

Federal registration is not necessary for trademark protection, but does provide the right to sue in Federal court for infringements. Many trademarks currently in use are simply protected by state and common law. We do, however, recommend a simple trademark search before publishing or applying a mark, even if registration seems unnecessary.

Before November 16, 1995, a trademark owner could file an application for a Federal registration only if the mark was in use on goods which were shipped or sold, or on services that were rendered, in commerce which could be controlled by Congress. After that date, the law changed, and intent to use is now the requirement for registering a trademark.

Prior to registration, many trademark owners use a TM or SM symbol to indicate a claim of ownership, even if no Federal trademark application is pending. The fee is approximately $300 for each class of goods or services for which application is made, plus legal services fees to verify the originality of the mark.

Please call on us for assistance with a trademark or service mark or for referrals to trademark attorneys.

©2001. DAY Communications/fastzone.com. All rights reserved.

Stagflation, recession, etc

concerned

"A pessimistic outlook can be more damaging to your company than faltering demand for your product of service." - Anon.

"Be aware that research has shown that companies that continue to advertise in adverse economic times will gain market share. Why? Simply put, it's because your competitors are sitting idly waiting for the market to turn around, while you're aggressively pursuing business!" - the Strategic Planning Institute of Cambridge, Mass., "Profit Impact of Marketing Strategy" Study.

"With talk of recession, budget deficits, ... and uncertainty with respect to interest rates, it is important to develop contingency marketing plans. No one knows which economic scenario will develop, but with the bottom line at stake, it is crucial to be prepared to adjust operations for the greatest possible profits...IN ANY EVENT!" - Avraham Shama

Avraham Shama in his book, Marketing In A Slow-Growth Economy, suggests these activities may help marketing managers:
    1.    Study how inflation affects the target consumers. Different targets are affected differently. Thus, various degrees of modifying the marketing mix are called for.
    2.    Keep costs down but don't lower prices, since consumers will relate this to low quality--which could result in decreased demand.
    3.    Institute a flexible price policy; frequent adjustment of prices may be important. An examination of the cost and price structure for consumer goods every 90 days is wise. Maintain competitive pricing. Emphasize profit margins, not sales volume.

The buzz words to use in advertising messages are: VALUE, ECONOMIZE, SALE, FUNCTIONAL.

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