Placing undue emphasis on marketing brands at the maturity stage leaves marketers struggling to know how to find a coherent blueprint for small brands, and that includes how to take account of intellectual property
- For the Brand Tuned book - The New Rules of Branding, Strategy and Intellectual Property my focus has been different because the book is all about what a small business needs to take into account to create a brand.
- My ideas around brands, branding and marketing have evolved somewhat since I first launched the podcast
- More than 99% of all businesses in the UK are small or medium size SMEs with fewer than 250 employees. The numbers are similar in Europe and the US
- Small brands do not have a legal department to take care of IP. Often the small business client knows nothing about IP and is assuming their marketer/designers know all that’s pertinent to their discipline
- In the early days the small business needs to focus on finding consumers to buy from it so it can survive and still be in business the following year.
- Placing undue emphasis on marketing brands at the maturity stage leaves marketers struggling to know how to find a coherent blueprint for small brands, and that includes how to take account of intellectual property.
- Intellectual property is fundamentally part and parcel of business
- IP isn’t just a legal subject you can leave to the lawyers because it needs to be borne in mind during brand creation
- Marketers are having to plug the gap in their skillset by learning on the go, sometimes through hard experience
- The podcast is for entrepreneurs, agencies, marketers, lawyers and designers looking for no fluff guidance on branding and marketing
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