If you want fair, go to the county fair…

Make your peace with change and move on!

When it comes to small vs. big business the field isn’t exactly level. Big businesses have more money, more power and more resources. And when it comes to legal clout, it’s no wonder people immediately refer to lawsuits between big and small business as David & Goliath cases. Sometimes David even wins. But if he loses, the bloody nose can come at a high price. So as a small business, particularly a just-me freelancing one, sometimes one has to choose the less of two evils, capitulate and move resolutely forward.

Such is the case with my “company” y*rbrand (pronounced yourbrand). Developed in 2009 to reflect my personal approach to communications, it is now being laid to rest in the graveyard of deceased logos (as of 30.04.2012). And why? Because a big network ad agency alleges that it infringes on their legal claim to the letters “y” and “r” in relation to advertising. Funny that two out of 26 letters can belong to any one company. My lawyer said I would win the case, but if I lost it would cost me *a lot*. Long story made short: I do not have the resources to risk my family’s financial situation to fight a battle over a name – however much I value it and despite the value I have invested into it for the last two years. Think about it: Customer recognition, quality mark, google ranking, self-identification…

I wonder what the next generation will do, and the one after that, when all the letters are claimed by prior companies online.

That said, the Davids (and Mishes) of the world still have some advantages over the Goliaths in what they can offer customers:

  • We go out of our way to deliver the personalized service that bigger companies only talk about
  • In fact, most of us actually know our customers by name and value them as individuals
  • We are more dependent on actually delivering quality since we generally have no one else to blame when things go wrong
  • Additionally, we are only as good as our last project so our priorities are 100% on delivering what we promise on deadline
  • In some cases, we can even afford to provide a service cheaper because we have less overhead
  • Not only that, but our customers usually know that we will work evenings and weekends (and even take our laptops on holiday) when push comes to shove
  • Small businesses and freelancers are generally highly motivated – no comfort zone without a regular salary
  • And because we tend to work for different clients and sectors, we bring a wide spectrum of expertise and insights
  • And usually we are happier. Here are 101 reasons why

As I’ve said, it’s time to move forward with a new brand name, introducing:

Can’t get much more personal than that! Looking forward to this and many more changes. Osho says it quite well in his book Courage: The Joy of Living Dangerously:

“Slowly, slowly, you start feeling a new quality to yourself, a new aliveness, a new beauty, a new intelligence – which is not borrowed from anybody, which is growing within you. It has roots in your existence. And if you are not a coward, it will come to fruition, to flowering.”

So please note my new email address: info@mishes.de and website: www.mishes.de or www.mishes.eu and if you forget all that just punch in my old addresses and you will be forwarded to what you need to know.


  1. Hallo Mishe,
    wie recht Du doch mit Deinem Fazit zu David und Goliath hast!
    Bitte nicht wundern, wenn ich jetzt den Bogen zu “meiner” italienischen Genussbranche schlage. Ein schöner Familienbetrieb am Gardasee, der wunderbare Salami, Schinken und Co. produziert, von artgerecht gehaltenen Tieren etc. hat ein “decalogo di consumo etico” über dem Ladentisch hängen. Etwas “dramatisch”, aber so sind die Italiener halt gerne, die “10 Gebote des ethischen Konsums”. Und da steht: kauft bei kleinen Betrieben, da habt ihr selber die Kontrolle, könnt richtige echte Menschen fragen, wer wo was produziert, wer wie wann bezahlt wird. Das Preis-Leistungs-Verhältnis ist bei solchen leidenschaftlich arbeitenden Kleinbetrieben meist besser, als bei einem anonymen Einkauf irgendwo, und das persönliche Gefühl, als Konsument “seinen Teil” zu mehr Fairness beigetragen zu haben, kriegt man umsonst dazu (und besser ist die Rotweinsalami von Andrea aus Pozzolengo sowieso…)
    Und es stimmt: bei jedem Einkauf und jeder Auftragsvergabe: wenn alle “Kleinen” dran denken, sich so oft es geht, gegenseitig zu unterstützen, wäre so manches gewonnen. Und wenns “nur” neue Kontakte, neue Freunde, eine nette mail, zufriedene Kunden, Lob (und was noch alles zu erwähnen wäre) sind.
    Heike, die derzeit vom Gardasee direkt schreibt

  2. mishe says:

    Heike, thanks for writing. You are so right. Small companies do it differently. In fact, there is a wonderful design portal in Columbia at http://www.mishes.com and we will be posting about each other soon. Same industry, slightly different context, but all of us pushing communications and design in a positive, passionate way.

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