Fantasy Island: A True Brand.

Lately I’ve found myself enthralled by old episodes of Fantasy Island. I am not ashamed to admit that it was one of my favorite shows back in the late 1970s and early 1980s, and I have rediscovered its charm.  But what has really captured my attention is the power of the trademark, a true brand, and how effectively one can use that trademark.  On the show they effectively market all things Fantasy Island. It’s not just an island, but there is the Fantasy Island Bank, the Fantasy Island Salon, the Fantasy Island Country Club, the Fantasy Island Hospital, and the list goes on.
Although the television series may be fantasy, the reality is that a great trademark is essential in the creation of a great brand, and they go hand in hand.

Great Trademarks. Pepsi. Rolling Stones.

When you think of great trademarks, the ones known throughout the world, they will likely include the apple with the bite taken out of it and the golden arches. There are also older trademarks that have withstood the test of time, like the classic Pepsi trademark or even the red tongue, which has come to represent the Rolling Stones for several decades now.
Big successful companies strategically use something called trademark placement or product placement, the conspicuous placement of the trademark where a large number of people will see it. Think of the giant television screen in New York’s Time Square. Other trademarks appear in popular movies and television shows.
The website brandsandfilms.com compiled a list of the top 40 product placements of all time. The top five are:

  1. Wilson in Cast Away
  2. Kodak Carousel in Mad Men
  3. Ford Mustang in Bullitt
  4. Manolo Blahnik in Sex and the City
  5. FedEx in Cast Away

To see the complete list, visit here.

Small Business Branding Tips.

Obviously, most businesses don’t have the power and resources to get their brand on television or the movies, but there is much a small business can do to promote its brand. And while your small business may not have its brand recognized around the world, you can become recognized as a top brand locally to the customers you want to specifically target.
According to Inc. Magazine, there are 10 ways to establish your brand.

  1. Publish Plenty of Free Content
  2. Make It Dead Simple to Access
  3. Provide Value on Social Media
  4. Guest Post on the Right Sites
  5. Tell Your Story
  6. Take Advantage of Google Authorship
  7. Write a Book
  8. Be Controversial
  9. Speak at Every Opportunity
  10. Be Constant

To see further details on these steps, read here.
Of course, a big part of establishing your brand involves the trademark of your logo and name. Why let someone else steal your brand and all the hard work you put into it? A solid trademark is a great way to protect not only your brand, but also your reputation with your customers.
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