Category: Blogging

Whether a charities to donate to is a household name or an innovative start-up, like any ordinary business it will need to think about its brand.

If the charity is about to be launched, a trademark search is desirable. When new ventures are begun, there is so much to do and think about that sometimes name clearance is overlooked. As a result an unlucky few receive a ‘cease and desist’ letter requiring them to stop using their name. So they have to start over with a completely new identity, new website, new business cards, new marketing materials etc.

Name clearance involves a trademark search to check whether any identical or similar and conflicting existing brands are already registered. Charities may want to also look out for similar brand names with associations that are contrary to the charity’s aims. For example, if there is an existing registration in a similar name by a tobacco company, then the charity may want to reconsider whether to use the name for its hospice for cancer patients.

Given the potential risks, it makes sense to have a trademark search before committing to a new name. Charities can ill afford costly legal proceedings or rebranding if trademark law is overlooked. Ensuring that they take steps to protect the brand at an early stage is a shrewd move to the long term security and success of the brand. So, the key for any charity is to manage brand protection at an early stage to avoid costly outlays later on.

What is registrable? Taking a short cut on marketing by adopting a descriptive name carries a risk that the name will not be trademarkable. Only distinctive brand names may be trademarked. So, in selecting names a balance needs to be found between those indicating what the charity does, and those that are unique.

One of the main reasons organisations move to using acronyms like WWF instead of the full name – World Wildlife Fund – is so as to be able to trademark what would otherwise be too descriptive a name. However, as the trademark registers get increasingly cluttered many acronyms will already be taken, and more difficult solutions may need to be found to get round the problem of the charity’s overly descriptive name.

Charities that start out with a distinctive name will have the singularity that is the hallmark of a memorable brand name. It is good practice to register the name as a trademark right at the inception of the charity’s life, as it is far easier at that stage to make name adjustments if necessary before a charity is firmly established with a particular identity.

Territorial nature of trademarks. Brands are protected in the area in which the charity registers its trademark. Initially, resources may not stretch to more than a local country trademark, but in due course as the charity becomes established, registrations in other countries in which it is active should be afforded.

Those charities with strong associations and operations in less economically developed countries – where reliance on the brand will be particularly strong – will find it more expensive to protect their because they may not be party to the Madrid system, which makes it very cost effective to file for protection in a number of countries worldwide under a single application based on a national application.

Brands matter Although a charity operates to meet a social need rather than generating a profit for its owners, brand protection is just as important for non profit organisations. The brand will communicate the charity’s message, promote its services to the market and, of course help raise funds. Trademarks are the means par excellence of protecting brands, as there is no copyright in a mere name.

As people identify the brand with the charity’s cause the goodwill generated becomes a valuable way to promote the cause. Charity brands are particularly vulnerable to unscrupulous third parties who may try to take advantage of the brand’s social purpose, special meaning and credibility, and the trust that the public place in it. So, registering a trademark is the most cost effective protection for enforcing the charity’s rights.

While names may not be top priority to start ups, the importance of them to organisations is obvious from the ferocious disputes that sometimes rage over brands. For example, for years legal battles went on between the World Wildlife Fund and the World Wrestling Federation over the WWF mark. The two organisations reached agreement in 1992, and yet ten years later the Fund sued for breach of that agreement. The two then had a dispute over domain names – specifically over WWF.com – and spent most of the 1990s opposing each other’s trademark applications in different national intellectual property offices around the world.

Ultimately the long term reward for a charity that takes a proactive approach at an early stage, is the establishment of a strong framework for protecting and enhancing its charitable objectives.

Shireen Smith is an intellectual property solicitor and technology lawyer at Azrights Solicitors providing advice on trademarks, patents and domains and domain disputes.

View the original article along with others on trademarks, domains and other legal matters at http://www.ip-brands.com/content/news/articles.aspx

Article Source: https://EzineArticles.com/expert/Shireen_Smith/272649

Article Source: http://EzineArticles.com/1719029

Experience is a must in this type of work because waste disposal Sydney needs to understand that some types of waste might be harmful for human beings and their disposal needs to be done in such a way that there is no human contact during and after the waste is disposed.

Adverts generally fit into one of these categories:

• Institutional or Image advertisements (I call this garbage)
• Direct-response advertisements (I call this gold, if used correctly it’s worth more than gold.)

What Are Institutional Advertisements?

Institutional or image advertisements make up 90% of most publications. These adverts generally emphasise the business name in big letters across the top. They provide a list of the products and services that they sell. Occasionally they’ll provide prices on a product and often they will have an image or a photo. The address and phone number are usually at the bottom.

This is just a generalized version, there are many different layouts. Basically this form of ad is passive and does not persuade the reader to buy. In essence it just says “this is me, this is what I do and this is how to contact me”.

Most small businesses use this format because they don’t know any different. They have been led to believe that this is the ‘right’ way to advertise. This form of advertising focuses on the business, not the customer, selling is only a by-product.

Graphic designers and advertising sales representatives love these ads. They are fast and easy to create and their performance can’t be measured.

Although I call these types of ads garbage, they do have their place in the advertising world. Institutional ads are fine for the big corporations with their multi-million dollar advertising budgets.

Institutional advertising is very good at ‘image’ creation. The problem with these advertisements is although they can be good at ‘selling’ a corporate image – they aren’t good at selling products and services.

What Are Direct Response Advertisements?

Direct response advertising originated through mail-order companies. Mail-order companies basically can only survive if their ads generate orders – they have to get it right or lose money. Because of all the measuring and testing carried out by these companies over the last century, the results generated have proved without doubt what works in direct response advertising.

In relation to institutionalized ads, readers respond to direct-response ads in significantly greater numbers. Institutionalized ads require the prospect to be actively looking for your product in order to generate an inquiry, whereas direct response advertising makes them act regardless if they are actively looking for the product or not.

One of the things that make direct response advertising so effective is that each component of the ad is tested. This allows things to be changed and altered to see the best response; nothing is included unless it proves to increase responses.

Direct response advertising has proven itself to be an effective method throughout businesses in all countries. The fundamentals of direct response are adaptable to any type of business in any type of media. Even though I primarily focus on print marketing, these concepts can be carried over to the web, television or radio too.

If it’s not already obvious, here’s the difference.

Institutionalized Vs Direct Response

It’s not rocket science to work out which of these ads are going to pull more sales, but most people are oblivious to the fact that they even use institutionalized ads. They don’t know that there’s an alternative.

With institutional ads, you just say who you are, what you do and how to get in touch. There is nothing special or unique about your ad. If you’re lucky the reader sees your ad, but they see it as a just another business advertisement. They are just like every other institutionalized ad – which essentially only says “This is my business, this is what I sell and this is how to get in contact with me”

With direct-response ads, you are actually advertising a specific offer, with a straight forward, compelling and detailed message that answers the reader’s favorite question “what’s in it for me?” A direct response advert not only attracts the reader to the offer, it actually motivates the reader to order now or to fill in the coupon or give you a call. This is what is often referred to as a “call to action”. You actually ask your prospect what to do.

Direct Response Breakdown

An effective direct response ad can be broken down into two main parts:

• The Offer
• The Composition

In order for an ad to succeed, it must be solid in both these areas.

If you have an amazing offer and a weak composition – very few people will notice, let alone read your ad and learn about the great offer. Alternatively, an ad that is composed according to the successful principles of direct response marketing, but only has an average offer will get read, but the readers won’t have sufficient reason to respond because of your weak offer.

You need to have an advertisement with a good offer. It needs to have value to the reader. As long as the ad is composed using the following components, you will see amazing response rates.
There is a step by step sequence that has been proven to work time and time again for the past 100 years:

• You make a specific promise and/or offer
• You present your features and benefits
• You prove that you can deliver using social proof
• You remove risk using a guarantee
• You appeal to their emotions
• And you ask for an action.

That is essentially all there is to it. These response-generating, money-making strategies have proved themselves to be more efficient than any other method of advertising. When you apply these strategies to your ads, you will notice a dramatic increase in responses.

The beauty is that you do not have to spend a cent more on advertising. All you’ll do it use your current budget and change your current institutionalized ads into direct response ads. You’ll see an amazing change in the effectiveness of your advertising.

Ben Wendel is a specialist in direct response Print marketing. He is a graphic designer who knows how to motivate a sale and create advertisements that actually generate high response rates.

Although his printing services are only available in Australia, his advice and graphic design can be accessed globally. – check him out here at Strive Designs – http://www.strivedesigns.com.au

Article Source: https://EzineArticles.com/expert/Ben_Wendel/688623

Article Source: http://EzineArticles.com/4573224

The Cheeky Pint offers complete flexibility for any 21st birthday venues Melbourne to ensure your function or event is accommodated for as required. When it is the occasion for your kids’ birthday party, you want to celebrate it in the nest possible way and make each birthday a memorable one. In today’s day and age there are so many ways to do so and so many options to choose from. The latest trend seems to be throwing a theme birthday party for your kids and their friends. Whether it’s the first birthday of your young one or a celebration of teenage parties can be set around many themes. The decorations go along the theme and so do the outfits of the guest. The cake seems to be included in the theme where different designs are chosen to make some very delicious cakes. These birthday parties make it a stress buster for the busy lives of the metros and can be quite a handful task too.

Here’s where birthday party planners play an essential part. These planners have understood the need for a party organiser who has a deep understanding of the children’s likes and dislikes. These part organisers come up with unique themes and create a whole new world in small places or big venues. When you decide to throw a party for your kids on their birthday, the only thing you need to worry about is the part organisers. Once you choose a good organiser all the areas of the event are covered by them. You can enjoy your day with your kids and family leaving all the arrangements on the organisers. This makes your life simpler and lets you enjoy the special day without any hassles. There are a lot of organisers in almost all big and small cities and towns today. Party organisers need to know every aspect of decoration and their themes should be innovative so that you can win praises from the friends and family. All arrangements should be made on time and and the party should go on with a smooth flow. The last minute complications should not bother you and the organisers should take care of every detail.

If you are throwing a party for kid’s birthday in Delhi, the Birthday Bless people will help you make it a memorable one. The party organisers are focussed on giving you personalised services so that your kids feel special and you feel happy satisfied with the service quality. The organisers have innovative and fresh ideas that they use according to your budget to make your little one’s each birthday as special as the last. The party organisers have many packages which you can choose from and are ready to create personalised themes according to your preferences. The company makes all the arrangements with utmost care and its team has unique eye for detail. The company has a long list of success stories and satisfied customers who swear by its professional and sensitive approach. The team o the company strives hard to keep all its customers smiling and cherish the day that is most important to them.