Many small businesses have a limited understanding of marketing and advertising law – which is perfectly understandable – it is complicated, intricate and simply mind-boggling. However, one area of law that ALL businesses should understand is Intellectual Property, particularly trademarking. Many businesses think it’s an unnecessary (and large) expense (no doubt it is, but it should be regarded as a business investment, like purchasing a new piece of equipment), especially if they are a small – with intentions only to remain a small operator. Let me give you an example of why it is so important.
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Next week, I have been asked to speak at a local Busselton Chamber of Commerce breakfast titled “Local Success Stories – The Importance of Information Technology in Growing your Business”.
IT is obviously a big part of our business. To begin with, you’re reading this blog!
If you’ve ever spent time working with electronic newsletters (e-newsletters) and time analysing the data reported, you’ll come to realise what a powerful communication tool they can be. Like any communications medium, there are pros and cons, and this technology is no exception. The area in which e-newsletters excels, is the feedback that it offers which is inherent in the technology being used.
I often keep an eye out for examples to use to explain marketing concepts in terms that business will understand and be able to implement in their own operation. Positioning is one of those things that is very difficult to exemplify. After noticing some new advertising by land development giant Satterley, it alerted me to an excellent and simple example of positioning, and how to create and own your own differential in a crowded market place.
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There has been some debate at The Box recently, and despite being quite a non-confrontational person, this is a debate in which I am fully entrenched. I am what some may call a ‘late bloomer’ when it comes to matters involving automobiles. I have never had my license, have only recently been granted my L plates, and to be quite honest, if it wasn’t for the bitterly cold Busselton winter mornings, I would be quite happy to ride my trusty bicycle everywhere. I have decided though that the time has come for me to join the ranks as a fully qualified gas guzzler, and as such I will be purchasing a car in the very near future.
Passing the local HBF branch on the weekend, I noticed a change in their branding. The big, bulky, capital letter HBF brand has been replaced with a flowing, lower case version, accompanied by a distinctly feminine and friendly, corporate style.