As Laine reported in her post, the gauntlet has been thrown down for the Third-Annual Addison Whitney Pumpkin Carving Contest. The rules are a bit different this year, which means that teams are crucial … and as a completely unbiased handicapper, I can say with confidence that my team will be the group to beat.

Check out our lineup:

Clayton Tolley: Hungry for a win this year, Clayton has been part of some of the most memorable AW pumpkin teams in history, helping to create the terrifying and lifelike Jaws pumpkin in 2006, and the elaborate pharmacist “Dr. Feelgood” pumpkin in 2007.

Meredith “blades” Badinelli: A self-proclaimed whiz with the knife, Meredith has also performed extensive market research on potential pumpkin motifs, pinpointing the idea most likely to resonate with our target audience.

Vince Budd has never met a squash he doesn’t like, and his calm demeanor is sure to play a key role guiding the team through the contest this year.

Paula Weigel: A potter, artist, and fellow creative, Paula is a reigning champ with her 2006 New Year’s theme and is always strong competition. Rumor has it that Paula will be changing the name of her private venture “Plays with Mud” to “Plays with Pumpkin Guts” for the event.

And last, but not least is our rookie, Jonathan “I put the Hall in Halloween”: A fresh face to the competition . . . can anyone say secret weapon?

Contributed by: Maghan Cook

Tensions are high around the office, as the AW team is gearing up for the annual pumpkin carving contest! Teams have been assigned, and this year there will only be three days given to carve. Stay tuned for more details and may the best pumpkin win!

{View pictures of the last two years of the contest on our PHOTOS page}

Contributed by Laine Beyerl

Name: Kelly Wilson
Job & Company: Senior Associate of Verbal Branding at Addison Whitney
On a road trip, my staple convenience store purchases are: Sweet Tarts and Salt & Vinegar Chips
If I could have a super power, it would be: reading minds
What’s playing in your iPod right now?: Eddie Money!!!
Big Mac or Whopper?: Oh a Big Mac for sure….maybe 2!

FREEDOM: The quality of state of being free: independence / Exemption or release / Ease, facility / Frankness / Unrestricted use / A political right

At first glance the word freedom may not appear very ‘stretchable,’ but a quick trademark search reveals 94 registered or pending marks. Certainly a word that can apply to everything from herbicides to hotels has got some flexibility.

While looking over the various trademarks, I realized that “freedom” can be divided into four categories:

1. Freedom as a philosophy- meaning free will
Leveraging the emotions behind personal identity, name brands in this category suggest living independently and authentically – being who you want to be. Brands that use this angle would include Freedom surfboards, inline skates, and the Freedom cologne by Tommy Hilfiger.

2. Freedom with regard to politics- meaning liberty or right
Freedom in this case garners strong political or government connotations. Brand names under this category are literally relaying a sense of protection and government, including Freedom aircrafts, armored vests as well as the ever so popular Freedom fries.

3. Freedom from restriction- meaning relief, emancipation
Many products in the medical field use the word freedom to connote relief from discomfort or restraints. Fresenius has a Freedom home dialysis machine. Freedom pesticide suggests freeing your crops or land from pests.

4. Freedom to do things- meaning latitude, flexibility
The most ‘freeing’ category of the four, these trademarks suggest providing range and ability. Freedom communications suggests going and connecting wherever you want, and Winnebago’s Freedom motor home invites consumers to explore the open road.

Freedom is a concept that everyone can relate to in one way or another, which makes it a potent word in the naming industry. Of course, with 94 trademarks in the US alone, whether it’s ‘free’ to own or not is up to your trademark attorney.

Contributed by: Maghan Cook