The Pop Up Report by Ethan Song
The Pop Up Report
E32 Pop Up Report: How to Name and Protect your Brand
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E32 Pop Up Report: How to Name and Protect your Brand

Ethan Song is joined by Caitlin Barrett (Wild Geese Studios) and Julie MacDonell (Haloo) to discuss the importance of brand names and the role of trademark protection. Caitlin and Julie share insights gleaned from decades in brand naming and trademark law respectively. Learn how to identify the perfect name and the risks and rewards of proper trademark protection. This episode also delves into machine learning and generative AI as creative tools.

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Links Discussed:

Haloo

Wild Geese Studios

Naming for Everyone

Amazon IP Accelerator

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Show Notes:

04:55 What makes a good brand name

07:46 The role of trademarks

10:44 The naming process

15:00 New products and trademark extensions

18:30 Responding to a cease and desist

21:30 What URL should brands use

26:00 Protecting your brand globally

31:30 The impact of AI on branding

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Past guests on the Pop Up Report include Lanny Smith (Actively Black), Drew Green (Indochino), Ryan Babenzien (Jolie Skin Co). 

Stay tuned for new episodes from upcoming guests including Jaime Schmidt (Schmidt’s Naturals), Griffin Spolansky (Mezcla) and many more.

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Additional Episodes You Might Enjoy:

How Slowtide Turned Towels Cool and Built a Multi-Million Dollar Business in the Process

How Deux Harnessed TikTok to Challenge Incumbents like Pillsbury, Nestle and Hostess

How to Launch Your Own Beauty Brand with Blanka

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The Pop Up Report interviews DTC and CPG founders to uncover how they fostered and scaled their communities to create profitable businesses. Gain a deeper understanding of the tools, tactics and retention strategies that build true customer loyalty.

Subscribe to the Pop Up Report on Substack or YouTube for more.

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The Pop Up Report by Ethan Song
The Pop Up Report
Ethan Song interviews DTC and CPG founders to uncover how they fostered and scaled their communities to create profitable businesses. Gain a deeper understanding of the tools, tactics and retention strategies that build true customer loyalty.
Ethan was previously the Co-Founder & CEO of Frank & Oak a sustainable apparel brand that generated 9-figures in revenue before being acquired by private equity in 2020. He’s now the Co-Founder & CEO of RareCircles.
For more Pop Up Report content subscribe and visit www.thepopupreport.com.
This podcast is brought to you by RareCircles, a membership platform that blends community engagement with rewards and benefits. Learn more at www.rarecircles.com.