Photo: davidtann.com
One of the main foundations of IP is the underlying value and goodwill built into the good or service associated with a particular brand.
Despite closing its doors and filing for bankruptcy, Pier 1 Imports was able to sell it IP for a whopping $20 million dollars. According to Retail Dive, the sale of sporting goods store Modell’s intellectual property topped $3.6 million. Assets include Modell's trademarks, domain names, a customer database with some 5.6 million files in it (read more here: https://www.retaildive.com/news/modells-brand-sold-to-owner-of-dressbarn-pier-1-ip/583876/)
So what about your business? If you were to sell the IP and goodwill of your business what would those Assets include? What do you believe drives consumers to choose your business over others? How important is the look of your brand vs the service you provide?
Well, brand Design expert David Tann suggests waiting a full year before visually branding your business.
Sounds crazy right? But it’s not.
David is one of my favorite new clients at the firm and has launched brands for Abercrombie & Fitch, designed record-breaking holiday campaigns for Bath & Body Works, managed packaging for Kohl’s department store, revitalized the OshKosh B’gosh clothing brand, directed e-commerce for Carter’s, and unveiled the new identity for his hometown NBA basketball team, the Atlanta Hawks. In 2018, he branched out on his own to start Tantrum Agency which has quickly grown to be one of the most sought after brand design firms in the country.
Together we’ve worked on everything from contracts to trademarks.
Listen in to find out why that actually makes perfect sense and what three branding principles David believes are key drivers behind tapping into consumer mindsets.
On episode 25 of the @MOYTpodcast David and I discuss:
The Three Keys Principles that Drive Consumer Behavior
How to Translate Challenges
Defining Your Brand Through Emotion
The Single Focus every CEO Should Have
Why You Should Wait to Brand Your Business
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