Every entrepreneur aspires for their trademark to leave a legacy, to be remembered over the years and to maintain its value. Not long ago, Mrs. Cristina Margalef, an expert intellectual property lawyer at PONTI & PARTNERS, pointed out in her article that the journey of creating a trademark and taking it forward was a bit like parenthood: “both involve planning, perseverance, long-term – I would say lifelong – commitment, as well as the ability to adapt to change”.
One of the keys to making a mark in the consumer’s memory is the ability to adapt. This ability is shared by those trademarks that have acquired an aura of eternity, because they have been with us in our daily lives for as long as we can remember.
We are talking about trademarks that have the nostalgia factor in their favour, whose consumers choose them because they associate those signs with positive emotional experiences. Mythical trademarks such as ‘Anís del Mono’, ‘Huesitos’, ‘Churruca’ or ‘Playmobil’, to name a few examples from different generations. These are trademarks that have been great references and that, thanks to their long history, have the ability to connect with several generations at the same time.
Vigilance and innovation to adapt to the new times
However, despite this great advantage, many legendary trademarks have ended up disappearing or are in serious trouble. There are several factors that can lead to this end. One stands out above all: the inability to adapt to the new challenges of the present and the new preferences of consumers.
Examples? Today, consumers are demanding from companies and trademarks to be environmentally conscious, try to use more sustainable materials and processes. They are also looking for trademarks that make use of emerging technological advances, that can offer them new and better materials or that understand the new trends appearing in the market. Failure to adapt to this could lead to a decline in image and reputation.
There are two actions that tend to be basic to a long-term winning strategy: innovation and competitor vigilance. The former basically provides solutions. For example, it helps to design packaging that maintains the trademark’s history, but created with biodegradable materials. Innovation makes it possible to stay ahead of the competition, to position oneself in the market. This is why it is important to protect oneself with good protection that ensures the exclusivity of exploiting this differential advantage.
Surveillance, although it may not seem so relevant, is essential to integrate a good R&D strategy. It indicates the direction to point to follow trends, avoiding investment in projects that are not profitable because they are already patented.
At PONTI & PARTNERS we can help your trademark to leave that historical legacy to which all aspire. Contact us at ponti@ponti.pro or by calling 934 87 49 36 and together we will draw up the best strategy.
