This week the internet was broken (or at least broke into a flurry) with news of the potential arrival on our shores of “McDelivery”, the delivery service by McDonalds already underway in Australia. But this news did not come by way of a formal announcement from McDonalds, instead it was picked up solely by the appearance of the “McDelivery” logo on the New Zealand Intellectual Property Office’s trade mark register. 

Brands, logos and catchphrases are highly important to a company’s strategy, and how you protect and exploit their power can impact your future success.  That this “McDelivery” trade mark was discovered and gained nationwide attention before it had even been registered and formally used highlights that it is never too early to start building and protecting your brand.