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... frustrated, and confused. Usually you're the bright light on dark days in your organization, but today you feel blue. You can remember the enthusiasm of your first day on the job the dreams, the passion, the hope, and the energy. Today you've discovered that you're an administrator. The system is now managing you; you're not leading it. You're the head of a bureaucracy. You'd promised yourself you'd never let this happen. Why? What went wrong? What can be done to bring the fire back to your belly? More importantly, how can you transform your bureaucracy into an entrepreneurial venture? Reflect for a few moments. Rewind your personal life history. Go back to yesterday. Yesterday. You remember. You were too excited to sleep. Today's the day the circus! You, your sister, your mom, and dad are going to the circus. You can remember the tent. It was huge. The smell of popcorn, the taste of cotton candy, the sounds the crowd, the animals, the clowns. The sawdust under your feet enhanced your experience. In the language of your youth, it was "cool." Today you realize it was, in contemporary terms, the ultimate multisensory experience. Your heart was beating so fast! You're in the bleachers when you hear, "Ladies and gentlemen and children of all ages, look to the center ring and focus your eyes to the top of the tent. On the high wire the greatest with no net "Your mouth was wide open; your eyes were even wider. ...

... what is yours, now. Take the necessary steps to make sure you're protected. Illustrator Katherine Walter, doing business since 1978 as Pearl Beach, used a small shell and pearl logo on her business cards, ads, and promotional postcards. In 1998, Mattel, Inc. used the name Pearl Beach Barbie for its pool and beach' Barbie. Walter brought a suit against the toy maker, yet despite the similarity of name and sandy print with large seashell' logo, a court ruled for Mattel because Walter hadn't trademarked her business name. Pepperidge Farm, which has made gold-colored fish-shaped cheese crackers since 1962, sued Nabisco over trademark dilution and won. Apple Computer wasted no time in filing a lawsuit when personal computer manufacturer EMachines introduced the eOne computer with an iMac-inspired design. Ringling Brothers Circus' trademarked slogan The Greatest Show on Earth' was protected and won a court decision when the Utah Division of Travel used the tag line Greatest Show' to promote tourism. Support your sales force. Salespeople talk about benefits and confidently outline what's different about their firm's services and products. They're on the road promoting a unique selling proposition, reinforcing a we're the only one' statement to customers and prospects. Be sure your corporate identification and accompanying materials and messages are consistently doing the same. Use design to brand your business with your audience's needs in mind. Stay original, dare to be different, and don't lose your focus on who you are and what business you're in. Varnell Del Vecchio is the art director of Graham Communications, a marketing services and sales consulting firm. She ...

... what is yours, now. Take the necessary steps to make sure you're protected. Illustrator Katherine Walter, doing business since 1978 as Pearl Beach, used a small shell and pearl logo on her business cards, ads, and promotional postcards. In 1998, Mattel, Inc. used the name Pearl Beach Barbie for its pool and beach' Barbie. Walter brought a suit against the toy maker, yet despite the similarity of name and sandy print with large seashell' logo, a court ruled for Mattel because Walter hadn't trademarked her business name. Pepperidge Farm, which has made gold-colored fish-shaped cheese crackers since 1962, sued Nabisco over trademark dilution and won. Apple Computer wasted no time in filing a lawsuit when personal computer manufacturer EMachines introduced the eOne computer with an iMac-inspired design. Ringling Brothers Circus' trademarked slogan The Greatest Show on Earth' was protected and won a court decision when the Utah Division of Travel used the tag line Greatest Show' to promote tourism. Support your sales force. Salespeople talk about benefits and confidently outline what's different about their firm's services and products. They're on the road promoting a unique selling proposition, reinforcing a we're the only one' statement to customers and prospects. Be sure your corporate identification and accompanying materials and messages are consistently doing the same. Use design to brand your business with your audience's needs in mind. Stay original, dare to be different, and don't lose your focus on who you are and what business you're in. Varnell Del Vecchio is the art director of Graham Communications, a marketing services and sales consulting firm. She ...