How Coca Cola Trademarked Their Brand

I am going to share with you the story of how Coca-Cola trademark their brand.

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TRANSCRIPT

If there is a lesson about growing a strong brand and doing it the right way, it's Coca-Cola! They filed their first trademark application in 1892. This was the year when they were selling nine drinks a day. I call it a lemonade stand with a dream. They knew that if they were to build this business into something that matters, they have to do a few things. They had to incorporate a business. They had to protect the recipe and they had to protect their brand. And that's exactly what they did. They built a really strong foundation for building Coca-Cola into what it is today.

Interestingly, the only type of intellectual property that can last in theory forever. You can renew it and renew it and renew it and renew it and that's what they've been doing since 1892. They've been renewing the same trademark registration they got all the way back then. And right now, their brand itself just a brand alone is worth over seventy billion dollars. Not their factories, not their merchandise, not the drinks, not their way of delivery. None of it. Just the brand itself is worth over seventy billion dollars.

If that's not the lesson of what you can do with a brand, I don't know what is. And you may not become as big as that, I understand that your brand may not last for several hundred years, but there's still a lesson. Because we as entrepreneurs, we should look up to those who became really successful. And like I said, they started really small. A lemonade stand with a dream. If you can't emulate them now, that's okay. Try to emulate them when they were small and see what became of them. And really, if you plan to stay small, if you don't dream of building your business into something that matters, you got no place running a business. You're not an entrepreneur. You just got yourself a job because nobody else wanted to hire you.

And yes, that could take you day in and day out. But really, you only have one life. You're spending all your time working on your business. Might as well build something that matters. And for that, you need a brand. You need a brand that you own. You need a brand that you protect. I hope this story inspires you not just to trademark your brand, but look at your business at something that's going to grow.

I've heard this recently, I love this analogy, you can build your business as a pet or you can build your business as a child, as a baby. And the problem is a lot of business owners that treat their businesses as pets. Year in year out, their business is the same. It may grow a little bit but it may grow older. But it doesn't really evolve, it doesn't really grow. Right, a pet is a pet. It doesn't grow independent. It doesn't grow into its own powerhouse.

Whereas, when you treat your business as a child, yes initially it's a baby. Right, you have to do whatever it takes to grow it. But then, several years later, what happens, they become independent. They start thinking on their own, they start doing things on their own and then they grow and more. And then they become smarter than you. They do things that you have no idea people could do. That's what having a real entrepreneurial mindset is all about. You're supposed to build something that's going to become bigger than you. You're supposed to build something that's going to become greater than you. And like I said, this Coca-Cola story, that's what it empowers you to do.


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Disclaimer: Please note that this post and this video are not and are not intended as legal advice. Your situation may be different from the facts assumed in this post or video. Your reading this post or watching this video does not create a lawyer-client relationship between you and Trademark Factory International Inc., and you should not rely on this post or this video as the only source of information to make important decisions about your intellectual property.

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