Branding


Recent Branding Articles

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

How Federal Trademark Registration Works

Oct 21, 1999

It is possible to register certain types of trademarks and service marks with the U.S. Patent and Trademark Office (PTO). Federal registration puts the re...  Read more

Cheers for Daddy's Girl

By Jennifer McFarland |  Oct 15, 1999

The name Doug Levin chose for his new company, Fresh Samantha Inc. (#127), a bottler and marketer of fresh fruit juices, was crucial. Which isn't to say t...  Read more

Origins of the Inc. 500: Company Names

By Jennifer McFarland |  Oct 15, 1999

Follow the Leaders It's an oddity of Rochester, N.Y., that the names of its two premier corporations, Kodak and Xerox, are strange...  Read more

Touchy Subject

By Amy Yee |  Oct 15, 1999

Computers allow us to see and hear what's on our monitors. Why not touch it, too? Here's how Thomas Massie, founder of SensAble Technologies, turned his odd ...  Read more

Passing Fancy

By Ilan Mochari |  Oct 15, 1999

Has sporting goods manufacturer and distributor RAM Sports invented a better football? Here's what a former football pro-and current Inc. 500 CEO-had to say ...  Read more

Fast-moving Cars

By Mary Kwak |  Oct 15, 1999

Here's how turning his hobby into a business made Steve Halsell, Owner of Twin Hills Collectables, the largest independent distributor of die-cast NASCAR col...  Read more

Keep Current with Domain Name Changes

Oct 12, 1999

The origins of the Internet as a U.S. military project sponsored by the  DefenseAdvanced Research Projects Agency established the United States as the co...  Read more

The Power of Brand

By Edward O. Welles |  Oct 1, 1999

As the world becomes more virtual and trust becomes more tenuous, "brands are more important than they have ever been," says J'Amy Owens, president of the...  Read more

The Next Target: Gen Y

By Edward O. Welles |  Oct 1, 1999

J'Amy Owens, president of the Retail Group Inc., a Seattle-based strategic retailconsulting firm she cofounded 12 years ago, believes the retail economy w...  Read more

I Have Seen the Future

By Jeffrey L. Seglin |  Oct 1, 1999

Reviews of five new business books, including two books on the power of personal vision, two books about capitalizing on the aging population, and one book o...  Read more

The Diva of Retail

By Edward O. Welles |  Oct 1, 1999

Why did Starbucks, Blockbuster, and Nike come calling on little-known consultant J'Amy Owens? Because this president of the Retail Group knows how to make th...  Read more

Brand in the Making

By Mike Hofman |  Oct 1, 1999

If all goes well under James Prosek's ambitious business plan, he will be elevated from mere fish aficionado to standard-bearer for an entire way of life. Pl...  Read more

How Can I Dominate My Competitors?

By Emily Esterson |  Sep 28, 1999

A milk company builds a brand around organic dairy products.  Read more

Bark for Room Service

By Susan Hansen |  Sep 1, 1999

Trisha Reed, owner of the Barkington Inn & Pet Resort, in Webster, Tex., is part of a new breed of entrepreneur that's catering to doting pet owners. Sinc...  Read more

Upstarts: Pet Luxuries

By Susan Hansen |  Sep 1, 1999

What is it about people and their pets? That magical bond between human and beast has yielded pounds of start-up opportunity for such ventures as a discount ...  Read more

Hot Tip: Trademark Registration

By Mike Hofman |  Aug 1, 1999

International companies can sometimes offer good prices on services. Case in point: Rider McDowell of Knight-McDowell Labs, in Carmel, Calif., wanted to t...  Read more

Master of Your Domain

By Mike McLoughlin |  Jul 7, 1999

Like any real-world business, the key to a successful Web-based business is getting customers in the door or, more...  Read more

Go Glossy: How to Create a Beautiful Branding Tool on a Budget

By Mike Hofman |  Jul 1, 1999

Custom publishing, once considered the marketing wave of the future, has not lived up to its early promise. The problem is often the heavy cost of produci...  Read more

All Business Is Local

By Marc Ballon |  Jun 1, 1999

Vroman's bookstore, in Pasadena, Calif., is surrounded by enemies. Big enemies. Half a mile to the west is a Barnes & Noble superstore; half a mile to the...  Read more

Upstarts: Wellness Drinks

By Susan Hansen |  Jun 1, 1999

Soft-drink bottlers are cashing in by adding New Age herbs to their beverage recipes and touting the health benefits to consumers. Will the FDA continue to l...  Read more

Hot Tip: Protecting Intellectual Property

By Marc Ballon |  May 1, 1999

Firstuse.com , a start-up based in Westlake Village, Calif., has launched an Internet site that instantly time-stamps...  Read more

The Old Neighborhood

By Emily Barker |  May 1, 1999

No one knows Newark, N.J., like CEO Louis Dell'Ermo. As it turns out, that's become a powerful selling point for his company, Gateway Security.  Read more

All the World's a Niche

By Robert L. Johnson |  Feb 1, 1999

In 1980, when I founded BET Holdings II with financial support from JohnMalone, CEO of Telecommunications Inc. (TCI), MTV, theleading entertainment cable ...  Read more

Upstarts: Year 2000

By Ilan Mochari |  Jan 1, 1999

The founder of Y2K News magazine explains why his millennium bug publication will survive past 1999. Plus, several shorter articles about how companies are t...  Read more

The Game Of The Name

By Jeffrey L. Seglin |  Oct 15, 1998

A look at some of the unlikely ways Inc. 500 CEOs came up with the names for their companies.  Read more

The Name's the Game

Jan 1, 1998

You have only one chance to make a good first impression, and the name of your company may be the way you do it. "Be choosy," advises marketing guru Jack ...  Read more

Establish Your Online Image

Jan 1, 1998

The average consumer in the average Web store has no history with the host company. More likely than not, he or she may have been surfing along and landed...  Read more

No Drinks on the House

Jan 1, 1998

Giving a customer free product can do heavy damage to a company's bottom line and doesn't always further a company's growth--especially in two-tier market...  Read more