Originally published in PEO Insider, May/June 2017
Marketing is not rocket science, but it does have a lot of moving parts and the potential to make your company look unprofessional, inconsistent, or just plain confusing if it’s not done well. It takes a long time to create, promote, and establish your logo, tagline, and “voice,” so it’s wise to invest in protecting these items as part of your company’s image and communications.
As one of the most easily recognized logos on the planet, the Nike “Swoosh” is a textbook example of successful brand identity. Originally founded as Blue Ribbon Sports (BRS) in 1964, the company became Nike in May of 1971. Since then, the “Just Do It” tagline and the Swoosh logo have graced countless athletic items and are among the most-recognized—and best-protected—brand properties in the world.