There's no substitute for thinking through the creation of your trademark, the strategy behind its launch and maintenance, and the many places where it might (and should) appear.
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Just as protecting one's good brand name requires attention, companies need to also be aware of how their name is being used -- and recognize when it may be time to get a little friendlier.
Lots of pundits took their potshots at the iPad as it was first coming to market in early last year. Now, a year later, with Apple reportedly having sold 15 million of the devices, no one's laughing.
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