Preserving our Company Name and Trademark

Consistency, Consistency, Consistency!

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I notice with big concern that many people in the company are now only referring to us by our company initials. I know that you and the legal department need to do this a lot within contracts and documents for conveniency, but over and beyond that it really is doing us a disservice.

Shopping for your new hi-fi would not have been the same if you had gone to TGG instead of The Good Guys®, or down the road to CCI instead of Circuit City®. I know we are not currently marketing to consumers, but even in business-to-business marketing, brand names matter. It is the one constant in our company, especially given the rate at which we introduce new technical products. It also happens to be our web domain name!

The marketing department would like to do all that we can to promote the company name worldwide and make it a valuable brand in our industry - but first we have to have everyone internally use it correctly. There is a lot more to branding than just the name, but this is where it all starts. Thank you for leading the way on this matter!

PS We own the registered federal trademark on the company name, not the initials.

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