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
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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.
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E32 Pop Up Report: How to Name and Protect your Brand