Trademark Musings

Thoughts on trademark issues by Laura Winston

Fierce Brand Power

There was a front-page article in the New York Times the other day that focused on China.  What caught my eye was the picture – having nothing to do with the article, one of the people was holding a bag with a picture of an orange lightning bolt, a green background, people playing basketball and  Chinese writing.  I showed it to each of my kids and to my husband.  Each immediately identified the bag as being an ad for Gatorade.

It’s good to know that the US is not the only country where sweet drinks filled with salt are popular post-exercise.  But it’s the immediate identifiability of the logo and the trade dress (or as they say in the U.K. “get-up”) that got me thinking about the strong power of brands.  It wasn’t just the lightning bolt – it was the green backdrop, the people engaged in sports – the whole overall theme of the ad that made us all think “Gatorade”.  Pretty good free product placement -above the fold on the front page.   Nice work if you can get it!

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January 3, 2010 - Posted by | Uncategorized | , ,

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