Steal Usher's Trademark Strategy

Protect the Brand, Protect the Culture | I Am What an Intellectual Property Attorney Looks Like.

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Did you see the recent Usher Concert?

Yeah, the one that was bookended by a football game or whatever…

Thirty years of dynamic record making hits were presented in a 13 minute performance that brought back dynamic nostalgia. 

I mean, from “My Way” to “You Got it Bad” to “Yeah,” Usher presented a true MasterClass in artistry, creativity, and overall musical genius. 

But as an intellectual property attorney for the Culture, I also noticed that Usher did something even more dynamic.

He filed sixteen separate trademark applications for his “U” brand in the days leading up to the Superbowl.

Talk about strategic. 

In this Founders’ letter, we’re going to dive deep into the trademark strategy that Usher and his team implemented in order to protect his brand before he went on one of the world’s biggest stages. 

Ready? 

Let’s get into it.

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But First, Church Announcements

I'm thrilled to share that I'll be part of an incredible event tailored for Black artists and creatives!
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🌟 #BlackLinkedIn is hosting the Black History Month Digital Cookout under the vibrant theme "African Americans and the Arts."

This gathering is a beacon for artists, Black creatives, or anyone eager to dive into the industry.
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We'll explore the essence of Black artistry in the digital era, delve into our rich history, and provide vital insights on protecting intellectual property in today's landscape.
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🎤 Special Guests:
DomoINK (Domonique Brown, MBA), a phenomenal Artist/Illustrator/Designer.
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Yours truly, Rukayatu ("Ruky") Tijani from Firm For the Culture, here to demystify IP protection for creatives.
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🎙️ Hosted by the brilliant Patricia S. Gatlin and Dr. Lisa Marie Lee, with Keosha Gibbs-Lucas moderating the discussion.
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This is more than an event; it's a celebration and an educational platform for us by us. Don't miss out on this enriching experience where we honor our past, present, and the future of Black artistry.
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Taking place via LINKEDLIVE on Saturday, February 24, 2024 at 10:00 a.m. PST | 1:00 p.m. EST
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Register here for Free:

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Usher Takes Over the Superbowl

In a recent viral video, I shared how Usher made headlines not just for his show-stopping performance but also for a strategic move in the realm of intellectual property.

firmfortheculture

A post shared by @firmfortheculture

The R&B icon filed an impressive 16 trademark applications for the same logo across a variety of goods and services.

His bold maneuver offers invaluable insights into foresight, strategic planning, and the power of intellectual property.

Let’s explore why Usher’s approach is a playbook worth emulating.

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1. The Power of Preparation

Usher’s Super Bowl halftime show wasn't just a spectacle; it was a strategic branding move.

By filing multiple trademark applications, Usher ensured that his brand would remain protected long after the Super Bowl lights dimmed.

This level of preparation underscores the importance of anticipating future needs and safeguarding your brand's longevity.

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2. Diversifying Protection

The decision to file 16 separate trademark applications for various goods and services was not just meticulous but incredibly astute.

Usher filed 16 trademark applications for the same logo across different goods and services, a strategy I often discuss with my clients.

This is important for two reasons:

First, there is a lot of applications for that U symbol, spanning from t-shirts to fan-based websites.

Often, when a trademark attorney feels there may be risk for some goods and services but not for others, they advise filing separate applications.

There's no additional fee for breaking up your application into different goods and services. If for whatever reason there is an issue with one of your goods and services, it won't affect the others.

This diversification of protection ensures that even if one application faced opposition or challenges, the others could proceed unaffected.

It's a strategic move that guarantees comprehensive protection for Usher's brand, minimizing risks and maximizing opportunities.

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3. Individual vs. Entity Filing: A Strategic Choice

Usher's choice to file through an LLC, highlights different approaches based on business structure, risk tolerance, and long-term vision. Both strategies have their merits, but the key lies in understanding which aligns best with your goals.

Usher's use of a holding company, Fast Paced Holdings LLC, for his trademark filings is a strategic move that many entrepreneurs overlook.

This separation of assets ensures that any potential liability arising from the trademarks doesn't jeopardize Usher’s personal assets.

It's a clear example of how structuring your business affairs can provide both flexibility and security.

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Conclusion: Protect Before You Perform or Present

Usher's approach to trademark filing before a major public exposure is a masterclass in intellectual property strategy.

It underscores the necessity of protecting your brand comprehensively, thinking ahead to mitigate risks, and structuring your business to safeguard personal assets.

In the business landscape, where visibility and branding can determine success, adopting Usher's strategy could mean the difference between fleeting fame and sustained, protected growth.

Let's take this as an opportunity to review our IP strategies, diversify our protections, and fortify our brands for the long haul.

We at Firm for the Culture are here to guide, support, and walk alongside you every step of the way.

#ForTheCulture

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What do you think of Usher’s strategy?

Share in the comments below!

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Can’t wait to help you protect your dynamic impact.

#ForTheCulture

And #ThatsAWrap

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Thanks for reading.

See you next time.

#ForTheCulture