TRADEMARK-MANAGEMENT5 MIN READ
Marketing Wants the Risky Name
Use situation, behavior, impact, and intent inquiry to discuss a risky mark without alienating marketing.
Rae R Marketing lead S Situation B Behavior I Impact Creative tension 20 sec Campaign room Rae says, "Nimbus One is the cleanest name we have. Design is ready and paid media needs copy today." The risk is real, but the relationship is also part of the control system. 1 close cloud mark 3wk creative investment
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