One of the key findings that came out of the extremely interesting 2010 seminars last week in Johannesburg, was that the window is closing for registering any new trademarks for new products and services specifically for 2010 - either as an official sponsor, partner, or in indirect and innovative ways to support local organisers with branding activities undertaken in tandem by South Africa. Attorneys Spoor & Fisher, who also represent FIFA in Africa, warned that given the long approval process these days to register a trademark, that all new applications should be in by January 2007, in order for approval and registration to come through by the end of 2009. As we reported on Bizcommunity.com last week, FIFA is very strict on what can or can't be done with the 2010 branding for South Africa's soccer world cup - which it owns, not us - and South Africa's tough Ambush Marketing laws make it even harder for local marketers and advertising agencies. However, the big opportunity for 2010 is with 'South Africa The Brand' - as driven by the 2010 Local Organising Committee (LOC) with assistance from partners such as the International Marketing Council, www.imc.org.za - look out for their 'Ideas Page' to find out how you can contribute. Germany's 'Land of Ideas' campaign which ran before their 2006 hosting of the world cup is reaping huge economic, investment and nation-building rewards way into the future. So viva 2010, viva, there is a way! Enjoy! Louise Marsland, editor, editor@bizcommunity.com