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Sucess on the market

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Success, in todays business world, depends largely on the message you convey and project. You may have an excellent product or service to offer, but if people cant pick you out easily in the crowd, you will probably be overlooked in favor of a firm with a stronger presence.


Its no coincidence that certain brand names that dominated the North American market in the 10s are still leaders today. The public gravitates towards familiar names and symbols that have become associated with quality and reliability. Thats why companies spend millions of dollars nurturing their corporate images. They may research, design, market and protect a name, logo or package design as much as the physical product itself.


Consumer electronics, telecommunications, the computing industry, the entertainment industry and the media industry are all entering the digital arena. All information will be digital; all information will be inside computers and computers will be everywhere. While technological innovation contributes to human progress, some people experience the world as a technopolis that causes feelings of alienation and aversion with regard to technological products.


People are still people and many of them are having a hard time trying to make sense of all the information around them. They are feeling bad about it. Yet, our ability to function and survive in the future depends on our ability to relate to information. Can we interact with this cybersoup in a meaningful way? Is there an alternative for the technocratic approach?


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A key way of protecting a corporate identity is through trademark registration. Registration of your trademark is legal title in much the same way as a deed is title to a piece of real estate. It verifies the exclusive right established through use of a word, symbol, style or combination of these (a more complete definition follows under the heading What is a trademark?). Whether you are just starting out on a business venture or have been in the field for a long time, it pays to know about trademarks. Its part of working strategically in a fast paced world.


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