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Circle®Brands Bold Reverse Engineering Process Is Branding Industry First
In a radical departure from the norm, Circle®Brands has boldly reverse-engineered the customary approach to branding by creating and trademarking complete brand packages in advance of any client initiative; which has never been done before now.
Circle®Brands motto is, “an idea is a terrible thing to waste.” “When inventive ideas pop up we develop them, with or without an applicable client,” said Murphy. “We view our intellectual brand properties as valuable real estate for forward-thinking companies who want to hit the ground branding, and palpable value at that. For example, if you position just one of our industry-specific designed brands to compete against its respective rival, the hypothetical revenue generating potential can be measured not in the millions, but billions.” Circle®Brands’
Finding a name that can be trademarked in today’s tight naming market is a daunting task. More than 3,000 new trademark applications are added weekly to the 3.8 million registered, pending and inactive trademarks already on file in the U.S. Finding a matching domain name is equally frustrating. According to VeriSign more than 120 million domains were registered in 2006, a growth of 32% over 2005. Of those, 47-million domain names end with dot-com. Demand for toll-free numbers exploded in the 1990s. Finding a great toll-free vanity number now is all but impossible. All “800” prefix numbers have been exhausted and most of the “888” prefixes are now gone, leaving only a few “877” and “866” numbers from which to choose.
Among the many packages Circle®Brands has created for sale is a collection of properties designed to catapult a progressive accounting firm or franchise into a national household name that includes a registered trademark and logo for the brand/tagline “WE Do the Math®,” the global toll-free 800-vanity number 1-800-CPA-MATH and corresponding domains. The ‘WE Do the Math®’ brand identity package was created as a declaration of accountability that instantly communicates the nature of the profession while conveying promise, personality and performance – a distinction that is sorely lacking in the brand names and messages of most accounting firms. “While creating a brand identity without a client is out of the ordinary,” said Murphy, “connecting a firm’s name with a culturally resonant catchphrase like ‘do the math’ is unheard of, and a vital key to making the WE Do the Math® brand stand out and instantly gain an equity position in the minds of the firm’s target audience.” Murphy adds, “When you consider the role that consumers play as brand ambassadors today, piggybacking your brand message on a proven catchphrase that the public is predisposed to promote, like ‘do the math,’ gives a firm a huge advantage. ‘Do the math,’ is ubiquitous. Think of the leverage that gives the firm who is using WE Do the Math® as their brand name and tagline.” More information on WE Do the Math® is available at http://www.wedothemath.com.
“We’ve done the unexpected with what’s expected of an agency already,” notes Murphy, who has branded and marketed numerous firms and individuals, including bestselling author and columnist, Mitch Albom, all under her 21-year old Lip Service Communications agency. Circle®Brands was born out of a need to separate the novel and new from the tried and true. “We live and work by the maxim, ‘be distinct or be extinct.’ Circle®Brands allows us to practice what we preach. With Circle®Brands we’re doing the unexpected, period.” More information on Circle®Brands is available at http://www.circlerbrands.com.
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