No. 180 · Strategy · Economics
Trademarks
A distinctive sign becomes a promise that customers learn to trust at a glance.
In the Almanac
“Coca-Cola’s bottle”, 1915–1960 · “Tiffany & Co.”, 1998
Both stories in full, three ways to use it and where it misleads.
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Questions
What is Trademarks?
Trademarks are names, logos, and designs that identify who stands behind a product. Beyond legal protection, they are mental shortcuts that signal consistent quality, lowering the effort needed to choose. Coca-Cola's contour bottle became so recognizable that it was registered as a trademark in its own right.
How do you use Trademarks?
Use trademark thinking to judge products: established brands have a reputation to protect, while lookalike names and inconsistent branding can be warning signs. In your own work, develop consistent, distinctive elements in style and approach so people recognize and trust what you make.
When does Trademarks matter?
Trademarks is one of the 56 mental models for strategy, the situations where you ask: How do I win when others want the same thing? Within that, it belongs to “Finding your advantage”, alongside Barriers to Entry, Center of Gravity and Economies of Scale.
What is an example of Trademarks?
Two stories show it at work: Coca-Cola’s bottle (1915–1960) and Tiffany & Co. (1998). Both are told in full in The Mental Models Daily Almanac, which has two stories for each of its 365 models.
Which mental models are related to Trademarks?
Halo Effect, Trust and Adverse Selection. Trademarks itself comes from economics.