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By Steve Rivkin The envelope, please.  The “Trade Name of the Year” for 2012 is…Fiscal Cliff.  Ben Bernanke’s use of this term made it famous worldwide, and it is now universally understood throughout Europe as well as in the United States. That announcement came from the... Continue Reading

By Steve Rivkin Q:  Aren’t all brand names elastic?  That is, can’t they extend over a range of products or services? To a certain extent, yes, a brand name can be extended. For instance, consider the brand ESPN.  It started out in 1997 as a single cable channel, but has since... Continue Reading

Who will win the Oscar? Movie buffs everywhere are looking forward to results of the annual Academy Award competition on Sunday night. That’s not Oscar Wilde or Oscar Hammerstein, of course. We mean that 8-pound gold statuette so beloved in Hollywood.  The question for... Continue Reading

By Steve Rivkin.  The Albuquerque Isotopes have come calling.  Like so many sports teams, this Triple-A affiliate of the Los Angeles Dodgers is seeking new sponsors. Should you and your brand be interested?  Here are the questions to ask. #1 What’s the connective tissue? The best... Continue Reading