However, unless there is the right written agreement between an agency and its clients the client will not own the IP assets. Much of the work that a creative agency does when “branding” a business involves creating intellectual property assets which the business should own. In fact, most business assets such as the brand are largely digital and intangible in the 21 st century. The word is bandied around quite a lot, and yet most people are largely unaware of what it actually means.Ī brand is actually one of the most valuable intellectual property rights a successful business can have. Over the years, I’ve read many books on branding and heard many people refer to it. I also sought out definitions in respected textbooks. I asked a group of entrepreneurs in a Facebook group what they understood by the word, and got a host of different responses. Yet here I was a few years later unsure what ‘brand’ meant. Intrigued, I had become a client of the agency and undergone “branding”. Having joined BNI soon after starting my business in 2006 I kept hearing the designer in the chapter referring to how everything you do is your brand, or that it was important to stand out. Back in 2011 when I began writing my book Legally Branded I realised that despite spending years focused on brand protection, I didn’t really know what the word ‘brand’ meant and what was involved to create one.
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