A Lesson in Distinctive Branding: The Use of "Co-op" Not Restricted

In an article titled "co-op cock-up" Alex McDonald, a barrister specialising in intellectual property disputes, examines the use of the term "co-op" by both a service business supporting credit unions and The Co-operative Bank. There are five concluding points useful for anyone contemplating a re-branding or the role of brand names in their business. The first point, to have the courage to stand out from the crowd, is the foundation. Without that you will fail to create something distinctive and interesting, limiting scope for both positive brand value contribution and effective defence of any value created. Read the whole article.