A Global Perspective
One day I was working in my office and I received a call. The caller presented himself as a biologist starting a new venture, and said that he needed my marketing expertise. It would take just five minutes of my time to help him clear up something related to the brand they are implementing. I accepted and he started describing their situation. ‘We started a venture that would grow flowers. Since many flowers are imported in our country, we were sure that a brand “Grown in Spain” should have a competitive advantage. Basically, we now have a brand, but we want to protect it. I have already visited the Intellectual Property Office and they asked me what I want to protect; a name, logo or slogan, on which markets and what is actually behind the brand. I became a little bit confused on how to structure the idea behind my brand. I am sure we have a good brand. So I need just a few minutes of your time to clear up these things’.
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