September 20, 2015; The Real Deal

When creating a business or nonprofit, founders and leadership teams develop a brand, something with a unique personality that will stand out among the competition. If successful, the brand will represent an experience or a meaningful promise to stakeholders. Often, a strong and memorable brand is reflected by a logo, tagline, and mission.

Thirty years ago, the World Trade Centers Association (WTCA) purchased the “World Trade Center” trademark from the Port Authority for ten dollars – yes, just ten dollars. The Association, a 501(c)(6) business league,  generates millions of dollars every year licensing use of the World Trade Center brand.

A probe by the Attorney General did not find an