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Itookafontthatisinthepublicdomainredrewafewcharac-terstomakethemdis-tinctiveandusedtheminamarkforoneofmyclients.Theylikeitandwouldliketoreg-isterit.WhatistheprocessFirstbesurethatthefontyouusedreallyisinthepublicdomainbecausetheregistrationprocesswillexposeyourworktolegalandpublicscrutiny.TrademarkregistrationishandledbythePatentandTrademarkOfBcePTOWashingtonDC20231800-786-9199www.uspto.gov.Their24-pagebookletx1cBasicFactsAboutTrademarksx1dexplainswhatyouneedtoknow.Doasearchanddown-loaditfromtheabovesite.Alltheformsneededcanalsobedownloaded.Themostcommongroundsfordenialarethatthemarkcouldbeconfusedwithoneprevi-ouslyregistered.Andsincetheprocesscanbeexpensiveandfeesarenon-refundable325foreachclassoftraderequestedapriorsearchofexistingtrademarksiswise.ThisisaseparateprocessusuallydonebyasearchBrm.Forinfor-mationseewww.compumark.thomson.comorwww.micropat.com.Thetrademarkregis-trationprocessisstraightforwardbutgiventhelegalimplicationsandthecostofmistakesitisbesttoinformyourclientofthebasicsthenrecom-mendtheycontactapatentandtrademarkattorney.12CreativeBusinessx14SeptemberOctober2011Bcultyinunderstandingpoorimageetc.Inshortdonx19targueforthedesignargueforitscom-municationseffective-ness.Ifallthisfailsyouthenhavetomakeadecisionyoueitherresignthebusinessoryoudowhattheywant.Exceptinextremecaseswesuggestthelatterx14grityourteethdoitandsmileallthewaytothebank.Itistheclientnotyouwhowillsuffer.Ix19macopywriterwithyearsofexperiencebutnewtofreelancing.IndIhavetospendalotoftimeinmeet-ingstogetthefactsIneed.WhenIworkedinsidethiswasnx19taconcern.NowthatIx19mwork-ingformyselfIfeellikeIx19mlosingmoneywhensittinginboringmeetingswhereIdonx19tlearnthatmuch.IfIchargeforallmytimeIx19mafraidIwillpricemyselfoutoftheclientx19sbudget.IfIdonx19tImayenduptakingabath.Anyideasonhowtostreamlineinforma-tion-gatheringManyclientsparticu-larlythosewhohaveneverworkedwithawriteroverestimatehowmuchinformationandinterviewingarerequired.Wesuggestyoustarttheprocesswiththeindi-vidualwhohasthepri-maryresponsibilityfortheproductorserviceideallyamarketingtype.Askhimorhertotreatyoulikeacustomerandgiveyouax1csalespitchx1dintheirownwords.Iftheyarenx19tamarketingtypeWex19vejusthadanotherrequesttomakesomemajorandverybadmodicationstoawellthought-outanddesignedpiece.Ithappensalotwiththisclient.Maybeyouhavesomewordsofadviceonhowtopre-ventit.Irealizethereisanelinebetweentryingtoretaintheintegrityofadesignandexecutingtheclientx19swishes.Wedonx19thaveananswerotherthantosaythatwhenyouBrstpre-sentaconceptyoushouldalwaysdosointhecontextofhowitmeetstheclientx19sprevi-ouslystatedobjectivesanddesires.Alsototrytoanticipateandcoveranypotentialclientcon-cernsbeforetheyhaveachancetovoicethem.Forinstancex1cInworkingoutthisdesignapproachwewerepar-ticularlycarefultomen-tiondesignelementasawayofensuringthatwemeetyourobjectiveofmentionobjective.x1dIfyoudogetblind-sidedaboutallyoucandoistelltheclientwhyinyourprofessionalopiniontheirrequestwouldnotbeintheirbestinterest.Inafriend-lytonesaythatwhileyouwillcertainlydowhatevertheywantyourexperiencewhattheyarepayingyouforindicatesthatitwouldbeabadwaytogo.Indiscussingwhybecarefulnottotalkintermsofbaddesignorextraworkanddonx19tbedefensive.Ratherspeakintermsofthepotentialtheirchangesmighthaveonviewerconfusiondif-askthemtodescribetheproductasconciselyastheycaninjustBvemin-utes.Whattheywillsayisprobablyallyouneedtoknowandwhenreor-ganizedtightenedupandstylizedallyouhavetowrite.Afterthisallthatshouldbeneededareafewothershortmeetingstogetcorroborationandanyadditionaldetails.Informtheclientthattoomanymeetingswilljustmuddythewaterandwastetheirvaluabletimeandpossiblyrunupyourbill.Youshouldhoweveralsobesensitivetothex1cpoliticalx1dnatureofsomemeetingsandinterviews.Dependingontheimpor-tanceoftheprojectitmaybenecessarytoinvolveseveralclientindividuals.Thisgiveseachasenseofinvolve-mentbeinglistenedtowhichmakesapprovalseasierlater.Needlesstosayanymeetingsandinterviewsx1cexcessivex1dornotshouldbebillabletime._______Foradditionalpeer-to-peeradvicevisittheCB-sponsoredx1cGraphicDesignBusinessGroupx1datwww.linkedin.comgroupsgid2114283.CB