Branding


Recent Branding Articles

Your Average Joe

By Inc. staff |  Jun 15, 2000

It's no surprise that nontechnical professionals, such as photographers and real estate agents, consider the Web a valuable business tool. But what is sur...  Read more

Flushing Out Customers

By Anne Stuart |  Jun 15, 2000

Attendees at a recent Internet conference were, well, bowled over to find that one exhibitor had laid claim to the toilets. A Connecticut company h...  Read more

Europeans Don't Buy " Dot-Com"

By Florian Huber |  May 31, 2000

You think dot-com is king? That may be so in the Anglo-American world, but if you want to do e-business in Europe, you should really think of getting a Eu...  Read more

Why Online Branding Matters

By Kim Brooks |  May 31, 2000

In some respects, branding is an old-fashioned concept. It hearkens back to the old days of advertising blitzes and the war between Coca Cola and Pepsi. B...  Read more

Win Over Your Audience

By John LePla |  May 31, 2000

Mind share. It's important. Your company and/or products need to capture and own the hearts and minds of customers, prospects, the media, venture capitali...  Read more

ICANN vs. ICANNWatch: An Interview with Opponents in the Domain Space Playoffs

By Crystal Dreisbach |  May 19, 2000

When the Internet Corporation for Assigned Names and Numbers ( ICANN ) was created in November 1998, the fledgling organ...  Read more

Protect Your Domain Name from Cybertheft

By Crystal Dreisbach |  May 19, 2000

You've finally registered that domain name for your business. Now nobody can take it away, right? Wrong. A wave of domain name hijacking is sweeping the W...  Read more

The Name Game

By Robert A. Mamis |  May 15, 2000

With the proliferation of Internet companies comes the difficult job of thinking up a unique name for your company.  Read more

Copyright Ownership: Who Owns What?

May 12, 2000

As a general rule, the copyright in a work is initially owned by the work's creator, but not always. What are the exceptions to the rule th...  Read more

Types of Trademarks

May 12, 2000

The term "trademark" is commonly used to describe many different types of devices that label, identify, and distinguish products or services in the markep...  Read more

What Web Site Builders Need to Know about Trademark Law

May 12, 2000

Doing business on the Web doesn't spare you from many of the same laws and customs that govern businesses in the physical world. You must pay especially c...  Read more

The Four Imperatives of Brand Leadership

May 10, 2000

Brand Leadership by David A. Aaker and Erich Joachimsthaler The Free Press, 2000, 350 pages, $30. Just do it....  Read more

Befriend Your Community

By Kimberly Stansell |  May 5, 2000

When you lend support through goods, services, or time, you're strengthening your community -- making it a better place to live and do business. In turn, ...  Read more

Brand Building 101: Where Do I Start?

By Kim Brooks |  Apr 25, 2000

Start-ups and small companies ask the same questions when they first contemplate a formal marketing program: Do we need a brand yet? Can we even have a br...  Read more

Create Stickiness with Streaming Media

By Ronni Rhodes |  Apr 18, 2000

OK! You've finally gotten customers to your Web site after a large investment in time and effort, not to mention money. What? They're not staying long eno...  Read more

There's No Such Thing as a Free Launch

By Andrew Raskin |  Apr 1, 2000

Andrew Raskin, CEO of Gazooba.com, prepares to wow investors with a unique presentation at an industry conference.  Read more

Learn What a Branding Campaign Is

By Lane McCulloch |  Mar 27, 2000

The branding banner ad campaign is similar to a traditional print, radio, or TV campaign. The core concept behind a branding campaign is that if you put a...  Read more

The Razor's Edge

By Mike Hofman |  Mar 1, 2000

With a hip target market and a cool product concept, Todd Greene hopes to carve out a niche for himself in the tough razor industry. But can the HeadBlade cu...  Read more

Turf Wars

By Edward O. Welles |  Feb 1, 2000

Tiny upstart FieldTurf plans to beat leviathan AstroTurf at its own game.  Read more

Undiscovered Country

By Mike Hofman |  Feb 1, 2000

Sunpoint Products Inc., in Lawrence, Mass., a maker of cleaning products, has been using every bit of packaging real estate to establish and extend its br...  Read more

You Are Your URL

By Inc. staff |  Jan 1, 2000

To do business on the Web, you'll want to choose a great domain name. Unfortunately, that may not be as easy as you think. Many entrepreneurs have run int...  Read more

The Start-Up Diaries: Moonlight over Indiana

By Nancy J. Lyons |  Jan 1, 2000

Luis Espinoza has been moonlighting for the past few years to build Inca Quality Foods, a Hispanic food-distribution business. But he would never dream of qu...  Read more

Copyrights in Cyberspace

Dec 14, 1999

While browsing through on an electronic bulletin board, you come across an interesting article on dog training. Thinking it might be of interest to the me...  Read more

Design of the Times

By George Gendron |  Dec 1, 1999

Inc. magazine's editor discusses Viant's new-economy strategy of creating the best environment in the consulting industry in order to attract top ta...  Read more

Upstarts: Tapping Generation Y

By Mike Hofman |  Dec 1, 1999

A new wave of start-ups is courting an unprecedented swell of cash-rich teens. But even if these teen-obsessed ventures strike the adolescent mother lode, ca...  Read more

Playing a Waiting Game

By Jennifer McFarland |  Nov 15, 1999

In these days of painful labor shortages, growing companies need nothing less than a grand master of recruiting to hire the best programmers. So believes ...  Read more

Redemption

By Arthur Lubow |  Nov 1, 1999

Here's how four formerly homeless men created a business by saving the tradition of so-called tramp art and, in the process, saved the men themselves.  Read more

You Are Your URL

By Mike Hofman |  Nov 1, 1999

The founders of Salon.com, Mediabistro, and HotJobs.com talk about their struggles to register those domain names.  Read more

Dotcom Dementia

Oct 22, 1999

I want to register a unique .com Web address, but I am at least a couple of months from forming the business itself, let alone deciding on its legal name....  Read more

Trademark Usage Trumps Domain Name Registration in Internet Battle

By Mary Scott |  Oct 22, 1999

In a recently issued decision, Brookfield Communications, Inc. v. West Coast Entertainment Corp. , F.3d, 50 U.S.P.Q. 2d 1545 (9th Cir. 1999) the N...  Read more

Are You Legally Permitted to Use Your Chosen Business Name?

Oct 21, 1999

Your first step depends on whether you plan to incorporate your business. If you do, you should check with the Secretary of State's office in your state c...  Read more

Pick a Memorable Name for Your Business

Oct 21, 1999

Start by assuming you will want to market your products or services under the business name you choose. This will make your name a trademark. Assume, too,...  Read more

Naming Your Business in the Information Age

Oct 21, 1999

Even a year or two ago, naming your business was pretty much a local affair. Choose a snappy name, check to see that no one else is using it in your city,...  Read more

Don't Leave Home Without It

By Kari Larson |  Oct 21, 1999

When you hear "Don't leave home without it," you probably think of a little green credit card. If you're self-employed, though, you'd bet...  Read more

Conducting a Trademark Search

Oct 21, 1999

If you want to find out whether the name you've chosen for your Web site or the trademark you've chosen for your products or services is available, you'll...  Read more