WHAT WORDS ARE COMBINED TO FORM THE BRAND?
Mark which is short for TradeMark. A registered TradeMark is abbreviated with a Circle (r) ®. Force is short for enforcement - helping to protect the clients IP online.
WHY ARE WE DEVELOPING A LOGO?
We want to launch a service, marketed to businesses, that will identify threats to their brands on the Internet, and take action on behalf of the company clients. The aspect of this service will be the recovery of typo-squatted domain names for companies.
WHO ARE WE TALKING TO?
We are talking to affiliate managers, marketing managers, and directors of marketing, at companies that do significant sales over the Internet and have affiliate programs.
WHAT RELEVANT INSIGHTS DO WE HAVE ABOUT THEM?
They are focused on maximizing Internet traffic to their websites, in particular traffic that his highly converting. They are likely very focused on generating revenue while minimizing costs – in other words, they may be cost sensitive on the issue of hiring marketing vendors.
WHAT WOULD WE LIKE THEM TO THINK OR FEEL?
We have over a decade of experience in fighting cybersquatting and other threats to companies marketing efficiency. We are the best, and they are in good hands with us. We are highly professional, so they do not need to be concerned with our company somehow hurting their brand in the domain recovery efforts – they are in good hands with us. We also have deep experience in the area of affiliate marketing and brand protection, and we understand their problems.
WHAT IS THE SINGLE MOST PERSUASIVE IDEA WE CAN CONVEY?
We can eliminate problems of people stealing traffic through typosquatted domains.
WHY IS IT BELIEVABLE?
Eliminating traffic theft at no upfront cost to the client makes our service a compelling business proposition.
HOW DO THE PRODUCTS COMPARE TO THE COMPETITION?
Our combination of years of experience and professionalism put us head and shoulders above others in the area. Their brand is too risky to let less experienced people, and less reputable people, take action on their behalf (i.e. demand letters and arbitration complaints). With us, the client will have a higher success rate, at a lower risk.
WHAT BRAND CHARACTER/PERSONALITY DO WE WANT TO ATTAIN? Highly professional and trustworthy.
Differentiators for our company / products
* We have more experience than others in the industry.
* We understand their business issues better than others in the industry.
Emotional benefits for customers
* Low risk re: harm to their brand and financial outlay
* Functional benefits for customers
* So easy – they sit back and do virtually nothing.
* Barriers for our products in the marketplace
* There are some established brands already in the market.
Triggers for web searches for potential customers
* A affiliate manager just found out that an unknown party has multiple domains that are typographical errors of their main company domain, and this is drawing type-in traffic away from their brand.