21st century marketing and branding – new world trademarks in Israel
The trademark sector is changing before our eyes. For decades, brands have based their branding strategies on one or two senses only – what consumers see and, at a later stage, what they hear. However, in the past few decades, we have witnessed a worldwide phenomenon of switching from visual trademarks to marks that incorporate other senses, such as holograms, flavours, 3D shapes, movements, sounds, smells and colours, among others.
02 October 2019