Can a thought process be owned? Can you develop a way of thinking and legally exclude others from having similar thoughts? Is there such a thing as a “proprietary way of thinking” ? Of course not. Unless….if you are actually crazy enough to believe that your thought process is proprietary, then perhaps it is proprietary. You would probably be the only one thinking such thoughts. From the Ogilvy website:

We believe our job is to help clients build enduring brands that live as part of consumers’ lives and command their loyalty and confidence. How we go about doing this is through a proprietary way of thinking and working that we call 360 Degree Brand Stewardship ®.

“A proprietary way of thinking”, not sure if that is humor or hubris. And wouldn’t you have to know what and how everyone else was thinking before making such a statement?

Is the name “360 Degree Brand Stewardship” a product of the proprietary thought process? Is it demonstrative of it? If so, they are in little danger of anyone stealing their thoughts. Except maybe Anderson Cooper.

Via J-Walk

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Seth Godin’s ideas are usually wrong, obvious, vague or in-actionable. This time they are all four. Hey Seth, nobody named “podcasting”, “sneakers” or “email” as part of any commercial or awareness initiative. They were all named by “the people”. As case studies to support your conclusion, “But in general, if you need people to think differently, it helps to be brave when you name something new.”, none of the names you cite are relevant.

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The Cingular brand name is being discontinued as of next year, so now they are finally free to have a bit of fun:It’s akin to how Scott McClellan felt right after his resignation was accepted, or that giddy day the divorce papers are finally signed.

What does this ad have to do with union labor? Eh, blame it on the champagne.

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