3 Ways to Smell Your Competition a Mile Away
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How do you know that your competition is planning to launch a new product?
Always be on the lookout for the Big Three: Trademark, Domain Name & Slogan. The first indication would, of course, be that they have filed a new trademark. But if you find not only a new trademark, but also a new domain name (for instance, the mark itself) registered as well, there is a good chance something new (e.g. a new direction) is in the works often in the form of a microsite. And if you find another trademark – but this one is in the form of a slogan, it’s quite obvious a new marketing push is underway.
For instance, last June Procter & Gamble, among other marks, filed:
- “Clinical Strength”
- “Because You’re Hot”
- “Secret, Because You’re Hot”
On the same day, the domain name becauseyourehot.com was also registered. All three were for “Goods” described as “Antiperspirants, body sprays etc…” That domain is now the website for Secret’s new “teen focussed” deodorant, Sparkle Body Spray, “an extension of the Secret Sparkle line of teen deodorant”.
It’s amazing what you can sniff out when you follow the scent.
