Building your trademark or brand is more than just registering it and taking action against any abuse or misuse. It’s about building a connection with your audience, the consumers.
The biggest brands in the world do just that: everyday they want people to care about the brand, and not only recognise it. And people care more about a brand when the brand genuinely puts them on a pedestal. Nike does just that with this cool marketing idea:
Nike has put a ‘Nike Vending Machine’ in New York City. Stocked full of cool Nike merchandise. It is free, but only people with a Nike FuelBand can unlock the machine. And like a mysteriously cool friend it disappears after a short time, leaving clues about its next location on Twitter and Instagram. The brand not only communicates to people, it communicates with people, and interacts with them.