The Concept: RESEARCH. Issue #000003
Q: How do I know my campaign is one-of-a-kind?
A: Ask your agency how they know their concepts are unique. If they've done the work of researching the competitive landscape, they'll be able to provide those results.
This is a phrase repeated in our process at Trampoline. It means: don't fall in love with your own ideas. At least, not until you've had a good look around.
When the team at Trampoline is concepting, naming, or copywriting, and has come up with something catchy, one of our first stops is the United States Patent and Trademark Office. On the USPTO website, a simple search can tell you if an idea already exists and has been claimed by another organization.
That search only covers trademarked language. To find out if there are any other existing conflicts in message, it's old-fashioned shoe leather detective work.
KNOW YOUR MARKET
Understand what competitors or rivals are putting out there. Google it, see what comes back. Pretty basic research can show whether or not an idea is unique.
If a concept/tagline/turn-of-phrase has been trademarked, you shouldn't use it (or something similar) in your marketing. Trademarks and servicemarks* exist for the protection of communication. Use of the same will open the door to potential legal action.
Repetitive messaging also creates confusion, and a confused customer is a frustrated customer.
™ TURF WAR
If it is discovered that you've gone to market with a concept or phraseology that's already in use elsewhere, with a trademark symbol, change it. Start over.
Yes, researching an idea is an extra step. But we're in the business of defining experiences and driving value. The creation of a message that's unique and distinct should be the goal of any campaign, from destination marketing to recruitment, to fundraising.
If you've created something new, want to protect it for use in the future, and hope to prevent another entity from using the same idea or message, you should begin the trademark process. It can take a while to complete, up to two years (longer for the coveted ® symbol).
*A trademark offers legal protection for a symbol, logo, phrase, word, design, or name that represents goods or products. A servicemark offers similar protection for services.
