The following is an edited transcript of my video, Great Trademarks Are  Everywhere, Even in the Trash.

Over the years, I’ve found many interesting trademarks everywhere I go. I think my senses are particularly heightened when I’m traveling and outside of my normal routine around town, work and home. I was recently in New Orleans and I came across one of the best slogans I’ve ever seen. The fascinating thing is that not only is it a great slogan, it was for a garbage company. Everybody can have a creative, strong brand name—even a garbage company. You see, this garbage truck was driving around the city of New Orleans and plastered across the side of it it said, “Our business stinks, but it’s picking up.” It was a brilliant play on words, because they’re picking up trash and their business does stink because of the trash. It’s funny and self-deprecating. I thought it was perfect.

It doesn’t matter what type of business you’re in, it is possible to have a brand, a logo, a slogan, a brand name that really sticks out. My law firm is maybe another good example. The name Erik M. Pelton and Associates, PLLC is not a very creative or stand out name, but we try to work in creative logos and slogans, like “Making trademarks bloom since 1999” and “The non-traditional trademark lawyers.” It is never too late to add these elements to your brand, try to resonate with consumers and to try to build a bold brand that will make a real impact.


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