Andrus Martmaa, founding member and manager of Digituul believes that the key to a company's success is conscious marketing activity, in which a thoughtful trade mark strategy plays an important role - especially in the case of a marketing company.
"As a marketing company, we must be particularly mindful of creating and carrying our brand values. The company's notoriety is determined by thoughtful and knowledgeable marketing activities inspired by the brand's values - the kind of values that speak to the target audience and the ones you really respect. This way, a story is born where the brand is taken to the customer's heart. How else can we get there if there are no values or stories to associate with the company? A trade mark is a shortcut to unconscious connections, and protecting its value is an essential part of conscious branding," Martmaa explains the role of the trade mark for the company.
Martmaa finds that when a trade mark is created, it is equally important to protect it, because in the current digital world, information moves quickly and everywhere.