It’s Intellectual Property Rights week. Every last week of October has been named Intellectual Property Rights week by Presidential Proclamation No. 79.

Contrary to what most people think, intellectual property is more than just about battling pirated software and fake designer bags. It covers any creation of the mind—copyrights, trademarks or brands, patents, industrial designs, and undisclosed information. So that includes written works, audio visual creations, music, inventions, and distinctive marks, among others.

Have you protected your trademark already? How about copyrighting that catchy jingle or that unique product design? Think of them as your assets–and they are, intangible and valuable–that need protection. As we can see, they’re fairly easy to copy. Safeguarding IP assets is thus vital to ensure that artists, inventors, and innovators benefit from their creations.

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By Anna Valmero
Inquirer.net

“The essence of positioning is to look for an open hole in the consumer mind and aim to be the first to fill that open hole with your brand.”

Thus spoke marketing guru Al Ries during the Brand Strategy Forum held at Dusit Thani Makati, October 1. Ries declared in 1970 the positioning era in the advertising age and reshape the perspective of advertising.

To survive in today’s world of global brands, an intelligent approach to positioning is a must. Ries, in an interview with INQUIRER.net, explained that positioning as a marketing component goes beyond communication. It is focusing on one idea to promote the brand—a strategy that most companies do not follow.
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By: Willy E. Arcilla*

Nothing is more enduring in the field of advertising and communications than the slogan or tagline. Advertising experts even theorize that slogans are more important than visual executions because what we hear is what we remember most based on psychological studies. Visual executions change to provide freshness to a campaign, but great taglines endure.

Over the years, we have been captivated by many taglines of the most popular brands from cigarettes to colas, soaps to shampoos, from cars to computers, and sports leagues to sports shoes.  Advertisers know too well the tagline represents the essence of the brand message that should influence consumer attitude and motivate purchase behavior.  Memorability will depend on both the strength of the line and the amount of media exposure devoted to promoting it.  However, this is not a chicken-or-egg situation because a good advertiser quickly realizes the power behind a strong slogan that deserves maximum media exposure.

So what makes a good slogan?  Simple and memorable. Relevant to the target and unique to the brand. Consumer language.  In a word, “Brilliant”!  Allow me to pay tribute to the copywriters responsible for creating what I pick as the 101 top taglines (no particular order).
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FOR ROCK CLIMBERS and other outdoor enthusiasts, it was a relief when the comfy Mojo sandals came out in 1991. These rubber sandals with their adjustable nylon straps and Velcro can be relied on for long treks and other activities in the great outdoors. That they were locally made (hurray for Marikina!) meant they were priced at pocket-friendly rates, which made the sandals even hotter.

And, as expected, copycats soon got in on the trend and made their own “Mojos.” Poor copies were sold at bargain prices in the palengke, while the better quality ones were sold at malls under different brands. Some unscrupulous business people even manufactured such sandals under the brand name “Mojo.”

Of course, the real brains behind Mojo, Joey Cuerdo, a surfer and rock climber, was incensed. He personally went after the counterfeiters who tried to pass off their footwear as Mojos.
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JUST the other day, my friend Monique e-mailed me a list of Pinoy business names. You’ve probably heard of the salon Felix D’ Cut, the moneychanger shop Starbucks, the carinderia Cooking ng Ina Mo and its competitor Cooking ng Ina Mo Rin. Three years ago, Tahanan Books published a book entitled Ngalang Pinoy edited by Neni Sta. Romana Cruz featuring all the funny business signs around town.

Well, according to Monique’s e-mail, we have new funny business names. There’s a goto restaurant called Goto Ko Pa!, a fishball cart called Eat My Balls, and a chicharon store called Chicha Hut. Over in Quezon City, there’s a photocopy stand called Pakopya ni Edgar (sounds like the band Parokya ni Edgar), and a shoe repair shop called Shoes Ko Po. And how are these for laughs: a laundry shop in Manila called Summa Cum Laundry and a tombstone maker in Antipolo called Lito Lapida (with apologies to actor and legislator Lito Lapid).

Last year, in a photo shoot for an article in SME Insight magazine, we got to talk to Dick Balajadia, owner of I Have Two Eggs, a classy tapsilog restaurant on Tomas Morato Ave. Extension in QC. Dick said they had a difficult time getting the name approved but eventually, they got the permit. But a mall refused to give them space unless they change the name. Dick, however, refused to change the business name because the menu is anchored on the concept of offering two eggs, whichever way you want them cooked, with every entrée ordered. So it’s still I Have Two Eggs.
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