A brand, including a trademark brand name, can be much more than just a name. The trademark can be part of a whole story told by a brand and its marketing.
Seth Godin who always has thoughtful and provocative thoughts about marketing, branding, business on the web, and more recently blogged a great example. In his post – Telling a story on the label – Godin notes how the label below contains at least 6 items that contribute to a “story” about the brand and the product.
See the post for details on how this soap is selling for several times the cost of standard soap because it has created a story about its ingredients, its maker, and more.
Lesson: Trademarks and packaging can tell a captivating story. Do yours communicate something special about your product or services?