Marketing operations and the Predator — lessons for marketing technologists Google Adwords

Posted in brands by coda on November 11, 2009
  • tags: adwords, trade marks, advertising

    • Marketing operations and the Predator — lessons for marketing technologists

      Marketing operations and the Predator

      How is marketing software like the military’s UAV (unmanned ariel vehicle) attack planes, such as the Predator?

      That’s what I was wondering when I attended a seminar last week by Professor Mary "Missy" Cummings, the director of the MIT Humans and Automation Lab. Previously, Missy was one of the Navy’s first female fighter pilots for 11 years, and then she went on to earn a Ph.D. in Systems Engineering. Her lab now studies challenges with improving automation in situations involving "complex, multi-objective models with lots of uncertainty." Such as UAV battle missions.

      Or modern marketing operations?

      One of the first examples Missy gave was how a team of two or more people are required to remotely fly a single UAV today. (Yes, it’s like something straight out of a Tom Clancy novel.) In the not-too-distant future, however, the military would like to reverse that operator-to-plane ratio and let a single person control up to four UAV’s simultaneously — each focused on its own particular objectives, each subject to ever-changing conditions in the field, yet all interdependent in the outcome of the overall mission.

      Now that’s starting to sound more like the digital marketing world I know. Except with missiles.

      This is such an exciting approach to brand advertising.


US Olympic Committee’s history of lawsuits against non profit organisations | NowPublic News Coverage

Posted in brands by coda on October 31, 2009
  • tags: brands

    • What do robots, lab rats, rappers and pet ferrets have in common? They’ve all come under fire from the U.S. Olympic Committee for using the word "Olympics."Trademark infringement is proving to be an "Olympic" sport as the United States Olympic Committee has threatened to sue those who use the trademarked term, including the Ferret Olympics and the Nose Olympics. Every Olympic season, the USOC threatens to sue dozens of businesses, clubs and nonprofit organizations for using the trademarked word to promote events or products. USOC lawyers say they’re protecting one of the world’s most lucrative sporting events from "ambush marketing" by companies seeking to profit from the Games. While the committee’s vigilance has certainly thwarted such efforts, it has had another side effect. It’s produced a slew of awkward and often comical substitutes for the forbidden phrase.


      To raise money for her ferret shelter in Eugene, Ore., Melanee Ellis created the Ferret Olympics 13 years ago. The annual competition tests ferrets in events such as racing through a plastic dryer hose, knocking down empty beer cans, and climbing out of a paper bag. During the 2004 Olympics, Ms. Ellis got a call from a USOC lawyer who warned the shelter would be sued for trademark infringement unless she changed the event’s name. "I thought it was a joke," Ms. Ellis says.

      It wasn’t. The event is now called the Ferret Agility Trials.

      Other groups have also struggled to find catchy synonyms. Olympets — a contest in California that tests dogs and other pets in categories such as ball catching, "laziest" and "most disobedient" — changed its name to the National Pet Games after the USOC contacted organizers two years ago. Toy maker Play Vision tried unsuccessfully to register a trademark for the Nose Olympics — a game that includes a pair of gag glasses with attachments like small plastic basketball hoops that wearers can play by tossing their heads around. The company settled for Nose Aerobics.

      Play Visions Inc.
      Nose Aerobics: The object of the game is to get the ball in the basket. The toy’s maker, Play Vision, tried to trademark the name Nose Olympics.

      A biking, swimming and strength contest in Hawaii held to promote raw foods became the Raw Games after the Olympic Committee blocked the organizers’ attempt to register the trademarks "Raw Olympics" and "Rawlympics."

Bosh wins custody of domain names – The Globe and Mail

Posted in brands, trade marks, web 2.0 by coda on October 28, 2009
  • tags: domain names

      • Bosh wins custody of domain names

        Chris Bosh, seen having a laugh while speaking with reporters during the Toronto Raptors' media day earlier this month, has won a court case involving domain names.

        $(‘#lead-photo’).hover(function() {$(‘#lead-caption’).slideDown(300);}, function() {$(‘#lead-caption’).slideUp(300);});

    • Chris Bosh has always been keen on using the Internet and associated forms of social media get his name out in the public domain; now he can actually use his name to do it, and thanks to him hundreds of other famous names will too.

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Posted in brands, social media, trade marks, web 2.0 by coda on October 11, 2009

We begin a new set of sessions on “Brand Identity and Trade Mark Law”. Just to get you going, consider the meaning of “brands” in the following 2 videos:

Further Reading
How is the Internet changing the role of brands (and the Law)
Some interesting sites:
1. My Starbucks Idea
2. Coca Cola and Tweets