With the line between reality and online games becoming ever more fluid, new intellectual property challenges present themselves, as TB&I discovers.
Dilution to a trademark may be caused by ‘blurring’ or ‘tarnishment’. The final effect is the same, but these two factors have distinct differences, says Izabella Dudek-Urbanowicz.
Brand owners should not miss out on the great opportunities presented by the new gTLD programme, says Stuart Fuller.
As the launch of the first new generic top-level domains draws nearer, brands should be finessing their protection strategies now, as TB&I finds out.
If a relationship between two companies turns sour, the fallout can be huge, as Özlem Fütman explains.
As general counsel at Zippo, Jeff Duke is in charge of a huge budget for protecting the lighter maker’s trademarks. WIPR finds out more about his work and why he applied for a new gTLD.
Good crisis management should form a key part of any online branding strategy. TB&I looks at the lessons to be learned from some of 2012’s most high profile PR disasters.
From Nike’s Olympic efforts to Coca-Cola’s Facebook makeover, TB&I looks at some of 2012’s most creative online marketing campaigns.
Internet memes have become a popular marketing tool for companies such as Nike and McDonald’s for their quick and easy dissemination, cool factor and ‘stickiness’.