Most firms get defensive about other people piggybacking on their main brands. Some firms even go so far as to take legal action against anyone who dares to encroach on their territory-as has been the case with McDonald's, who've even tried to protect the "Mc" prefix.
This was a forlorn hope in Britain, where the law permits anyone to operate a business beneath his or her personal name, even when that name is already in use by someone else-with so many Scots having names beginning with "Mc" (along with a fair number being known as McDonald), there was no opportunity whatsoever of the courts upholding any such action. McDonald's just managed to make themselves look foolish and oppressive.
Contrast this with Toys "R" Us, who've never taken any action against firms like Tiles "R" Us. Toys "R" Us know that the other firms will really help promote the Toys "R" Us brand in a lighthearted way.
Weblogs Inc. is really a business that makes weblogs commercial. It was founded in 2003, and hosts around 150 weblogs. The profit comes from advertising revenue-weblogs attract very specific audiences, and advertisers find that they've a high good results rate when they advertise on a Weblogs Inc. website.
From the extremely beginning, Weblogs Inc. has taken a laid-back attitude to other individuals using the format as well as the brand name. For instance, a Spanish entrepreneur set up Weblogs SL to operate in the Spanish-speaking world, without permission from the American company.
The founders of the company say, properly, that the imitators will only ever be imitators. They can't catch up: all they're doing is making Weblogs Inc. look good to its publics by implying that it's worth imitating their business strategy and brand name. As the founders say, one yacht crossing an ocean looks lost and adrift: 40 yachts appear like a race.
People who adapt your brand name push you additional up the ladder: those who steal your ideas totally appear like thieves, and won't command respect. Suing them just makes you appear bad. Clearly the founders got it right, since Weblogs Inc. was sold to AOL in 2005 for a reputed $25 million.
Don't sue little businesses that are stealing your ideas. You'll just appear like a bully. Be positive about firms that copy you. It only makes you appear better. Keep in mind that thieves are unlikely to be trusted by customers-you have small to fear from this type of competition.
Rotary clubs, chambers of commerce, and the like have a lengthy history. They offer networking opportunities for businesspeople, and can often be a source of new business. Local and regional business opportunities abound, but developing a good relationship with other local businesses is a worthy aim in itself. Many such organizations themselves need PR help, but hardly ever have anyone professional to help out.
Following joining the organization, volunteer to turn out to be its press officer. This will put you in the driving seat: you will be the first to hear about new developments, you'll make yourself popular with other members, and you will establish more and better contacts with journalists.
Being a press officer for the organization itself does not mean, needless to say, handling PR for the members. They'll have to fend for themselves. What it does imply is contributing something tangible at a pretty low cost in time and effort, and simultaneously widening the reputation of your firm and yourself. Do not worry too much if you aren't extremely skilled in PR. Nobody else will be either, unless they've someone skilled already-in which situation the job won't be available.
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01242011
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