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Apple
© Cheryl Hodgson 2007 | Posted on May 15, 2007
Another music industry example comes to mind, namely APPLE®. Have you ever asked yourself what is the most brilliant part of the all advertising and marketing since the launch of I-Tunes? If not, fine, that's my job!
Answer: "What's not there!" What's not there, is the word "apple." Instead, the only reference is use of the now famous logo, or "bitten apple." As many people know, APPLE entered into an agreement with the Beatles over use of APPLE for music years ago. Like most of us, APPLE likely never thought it would really be in the record business 30 years later! Over the years, APPLE did such a good job of making consumers aware of the logo, no one noticed when I Tunes omitted use of the word "apple." Next time you see one of those dancing girls on a billboard, now you'll be able to answer the question as to what makes that marketing so special-what's not there!
For those marketing any product or service in the era of "branded entertainment" we've created a mental check list, using the SURE steps to a great brand:
S election of a strong protectible mark
U sage in the proper way
R egistration where and how needed
E nforcement
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