NOLA Brewing is a brewery located in New Orleans that was started after Hurricane Katrina destroyed the original Dixie Brewery. The founders sought to create beers that captured the culture and spirit of New Orleans, including styles inspired by Frank Zappa. The brewery has a mission to make decisions that remain true to their identity and culture. They aim to embody honor in their brand through imagery, athletes they sponsor, and presence on social media and their elite practice facility.

2. NOLA Brewing
ORIGIN STORY

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Subhead
Katrina

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Dixie Beer

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Frank Zappa

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NOLA Brewing Logo

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Mission Statement

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Be true
to who you are
in every decision
you make.

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15. Through in-depth interviews and
psychographic analysis, we uncovered
a different culture in sports
+ Kids doing very “unkidlike” things
STARTING FROM SCRATCH

16. A BRAND story
born of the CULTURE
that DRIVES these athletes
and the company

17. IMAGERY THAT EMBODIES THE BRAND

18. PROS THAT EMBODY HONOR THE GAME

19. SOCIAL MEDIA: TWITTER

20. SOCIAL MEDIA: FACEBOOK

21. SOCIAL MEDIA: INSTAGRAM

22. ELITE PRACTICE FACILITY

23. PROTECTING
THE BRAND

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A trademark is a word,
phrase, symbol, or design,
or a combination thereof,
that identifies and
distinguishes the source of
the goods of one party
from those of others.
What is a trademark?

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A trademark gives a
seller or producer the
exclusive right to
“register” a trademark
and to prevent their
competitors from
using that trademark.
What does a trademark present?

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• McDonald’s Golden Arches
• NBC Charm
• Louboutin Red
• “Love that chicken
from Popeyes”
Examples of Trademarks

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• Actual use in
commerce provides
common law
trademark rights.
• Limited protection in
particular geographic
markets without
registration.
• State registration provides
very limited protection.
How do you get trademark protection?
• Registration with the
USPTO plus actual use
in commerce or intent
to use in commerce.
• How?
• Search for similar marks
• Fill out the application
• Pay the registration fee

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• Protects original works of
authorship, including pictorial,
graphic, and literary works
• Arises automatically upon creation
• But registration with the Copyright
Office is not necessary but
provides legal benefits
What is a copyright?

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Examples of Copyrighted Works
• Some elements of the text of
product labels, website language
• Photos and graphic elements
used in advertising, product
labels, websites
• Slogans are protected under
trademark, not copyright

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• The Copyright Act provides certain rights to
the owner:
• Reproduce the work
• Perform the work
• Distribute copies of the work
• Display the work
• Prepare derivative works
Copyright Act Protections

31. THANK YOU