Marketing in 2024: An Executive Guide

In today's Biz Pulse, gain insight into how:

• Marketing strategies can significantly impact intellectual property, with aspects like trademarks, copyrights, and patents playing crucial roles.

• A company's logo is more than just a memorable symbol; it's a long-term investment that helps build a lasting customer connection.

• Social media evolution requires businesses to adapt their strategies and meet their audiences where they are amid the rise and fall of new platforms.

Each of these articles is penned by members of Forbes Business Council, successful business owners shaping the future of business.

Let’s dive in!

Marketing and Intellectual Property: A Tricky Balance 🏆

It's essential that your marketing team understands the impact their campaigns can have on your intellectual property. Key points they should be aware of include:

✅ Trademarks and Trade Dress: Be careful not to trumpet functional aspects of a product you're trying to protect with a trademark - talk of functionality can undermine the protection.

💡Copyrights: Beware of AI-generated content. Current laws stipulate that AI works are not copyrightable. If your work includes AI and human-produced content, the AI must be disclosed and disclaimed to the US Copyright Office.

💼 Patents: When updating products, avoid updating older online sales links with new items you're trying to patent. Patent offices might mistake the newer item for being on sale for more than a year due to the same link, complicating the patenting process.

Remember, it's crucially important to weigh marketing strategies against potential impacts on intellectual property. Be aware, be informed, and avoid pitfalls before it's too late.

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Logo Legacy: It's About More than Memorability 🌟

A well-designed company logo isn't just about visual branding - it's about creating a lasting connection with your customers. However, longevity isn't guaranteed just by a logo's memorability. Here are the top factors that dictate a logo's longevity:

🏭 Business Success: Time doesn’t only test a logo but the business itself. If the business doesn't last, neither will the logo.

💥 Rebrands and Redesigns: Some companies manage to survive by going for drastic rebrands. But a quick turnover doesn't give a logo a chance to prove its longevity.

🌈 Weathering Design Trends: A logo that leans heavily on current trends is unlikely to last. While being trendy might seem appealing, design trends come and go.

✔️ Simplicity and Recognition: Simple, minimalist designs are enduring. Constantly changing logos can harm brand recognition and equity.

Remember, a logo is a significant investment, so consider more than its face value when designing it. Allow it time to connect with the audience and create a lasting impression.

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Navigating Social Media Evolution: Meet Users Where They Are 📍 

As social media evolves, new platforms like Threads face challenges in carving out a distinct identity and gaining user engagement. Companies need to adapt, understanding three key points:

🔄 Digital Discourse Evolution: Previous platforms, like Twitter/X, served as virtual water coolers for political and social discourse. Any potential successor must fill this space, especially during pivotal political moments.

🚧 Platform Challenges: Startups must not only draw users away from familiar platforms with unique features but also ensure a seamless transition for high-profile users like politicians and reporters.

🎯 Targeting Audiences: With the uncertainty of social platform success, it's crucial for businesses to meet their audience where they are - whether this is email, other social platforms, or in-person events.

Essentially, while the social media landscape keeps adapting, so too must businesses in their quest to engage effectively with their audiences.

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Wrapping Up

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