Why purpose belongs in brand strategy and the boardroom and not in the campaign brief
The Rituals conflict shows why descriptive and culturally loaded brand names are legally vulnerable, and what it means for naming strategy and trademark registration
Why the new Spotify logo sparked so much controversy and what it reveals about brand equity
Why developing a brand name with ChatGPT does not remove strategic, linguistic and legal risks
Cities are not campaigns, but complex brands that need to be structured, governed and protected.
Why early trademark rights and genuine use can outweigh brand size in EU trademark law
Wat Tropicana en Jaguar ons leren over de gevaarlijkste beslissing die je als merk kunt nemen
Waarom interne branding en bedrijfscultuur belangrijk zijn
Hoe productnamen evolueren tot een systeem binnen merkenportfolio’s
%2520Large.webp)
