One of the main foundations of IP is the underlying value and goodwill built into the good or service associated with a particular brand.

Despite closing its doors and filing for bankruptcy, Pier 1 Imports was able to sell it IP for a whopping $20 million dollars. According to Retail Dive, the sale of sporting goods store Modell's intellectual property topped $3.6 million. Assets include Modell's trademarks, domain names, a customer database with some 5.6 million files in it

What about your business? If you were to sell the IP and goodwill of your business what would those Assets include? What do you believe drives consumers to choose your business over others? How important is the look of your brand vs the service you provide?

Brand Design expert David Tann suggests waiting a full year before visually branding your business. Sounds crazy right?

David is one of my favorite clients at the firm and has launched brands for Abercrombie & Fitch, designed record-breaking holiday campaigns for Bath & Body Works, managed packaging for Kohl’s department store, revitalized the OshKosh B’gosh clothing brand, directed e-commerce for Carter’s, and unveiled the new identity for his hometown NBA basketball team, the Atlanta Hawks. In 2018, he branched out on his own to start the Tantrum Agency which has quickly grown to be one of the most sought after brand design firms in the country. Together we’ve worked on everything from contracts to trademarks.

Listen in to find out why waiting to visually brand your business makes perfect sense and what three branding principles David believes are key drivers behind tapping into consumer mindsets and building million dollar IP assets.

On episode 25 of the @MOYTpodcast David and I discuss:

The Three Keys Principles that Drive Consumer Behavior
How to Translate Challenges
Defining Your Brand Through Emotion
The Single Focus every CEO Should Have
Why You Should Wait to Brand Your Business

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The materials and information contained on this podcast and site are for informational purposes only and you should not consider anything on podcast or show notes as personalized legal advice.

**This podcast is also not intended to create (nor does it) an attorney-client relationship between Shay M. Lawson and you. You should not act upon any information contained in this content without first seeking professional legal counsel. **

EP 24. A Case Study on Issa Rae: Making Multiple Passions Make Sense

Minute of Your TimeBy Shay M Lawson, EsqSep 19, 2020