What’s in a Color?

When you think of big chocolate companies, what are the major companies that you think of? The ones that come to mind are Hershey, Ghirardelli, Nestle, and Cadbury. Each of these big companies, or even any big companies for that matter, has a certain brand image. Apple has the whole i-thing going for them…iPod, iTunes, and iPad, along with an apple for a logo too. McDonald’s has the golden arches. Nike has the swoosh. Cadbury’s brand image is a color: Pantone 2865c. For those of you who don’t know what Pantone 2864c is, well, it’s the color purple.

Cadbury has been using this distinctive color since 1914, according to this Marketing Week article, and now has won the battle with Nestle. What Cadbury had to do to win the battle was show that they have been using this color for a long time, and that this color is what people think of when they think of the company. The lawyer for Cadbury in the case, Fiona McBride, says: “Color registrations are notoriously difficult to obtain, largely because it can be difficult to prove sufficient use to demonstrate that the color has become synonymous with the brand in the mind of the consumer. Brand owners should definitely continue to consider registering a color for trade mark protection where they believe that it has become a powerful and distinctive part of their brand.”

Cadbury thinks that if its competitors gain access to this trademarked color, the other major players in the market would use this color with their products as well. When Cadbury goes to such lengths as a legal battle to protect just a color, it shows us how important that these little things are to a company’s brand image. And these companies will go to all lengths to protect them.

http://www.marketingweek.co.uk/sectors/food-and-drink/cadbury-wins-trademark-battle-over-the-colour-purple/3031967.article

"Awesome Possibilities" Bringing a Better Economy?

               Everyone knows that our economy is not doing so well here in the United States.  How are we going to try and fix this?  Many different people are trying to build up our economy although it is tough to start an upward slope.  The Corporation for Travel Promotion is trying to build up the United States economy by trying a new tagline, “United States of Awesome Possibilities.” 

sixpacktech.com

                The Corporation for Travel Promotion is trying to bring two specific target audiences to the United States.  Their first focus is on business travel while the other is focused on leisure.  I believe that it will be difficult to try and bring global travelers to the United States for business travel if they do not already travel here.  Why would they want to travel here if they do not have to?  This is what the Corporation for Travel Promotion will have to work on. 

                The United States does not have the greatest brand image to start with.  When I was in Europe I discovered that Americans were viewed as fat, spoiled, and rich.  Why do people want to come to America when everything is so much more expensive as well? There are many downsides to this view but I think it has potential.  The United States is a place that many people want to see.  When I was in Europe everyone talked about how big and extravagant everything was.  Europeans were amazing by the 6 lane interstates and the huge portion of food American’s receive. 

                The Corporation for Travel Promotion does have a lot to work with.  Many people do want to see America, but it could be difficult.  Marketing this will be tricky but if the Corporation for Travel Promotion targets the correct audience and focuses on the right benefits, I believe it can be done.  The economy needs to change and this is a good way to build it up if it works.  We shall see what happens!