Ben Wise on Branding

Watching the world through the lens of the brand

Lawsuits are Only for Desperate Brands

with one comment

I’ll be the first to tell you how competitive a world today’s brands must live in. Whether on price, design, function, or personality, brands are constantly attacked from all angles. This makes it increasingly difficult for existing brands to maintain their leadership roles and for new brands to gain a foothold in their target market.

But don’t feel too bad for brands. Despite these challenges, they continue to thrive, creating stronger and potentially more loyal relationships with their consumers.

This is why I get so upset when brands start suing each other. Subway is suing other companies that use the term “footlong” to describe a food product. This is a clear sign of desperation. A brand will usually only sue a competitor to protect an advantage that they have gotten used to. In other words, a brand will only sue someone if they don’t have any other way of maintaining their competitive advantage. It is a move of last resort – a sign of desperation.

Don’t get me wrong, there are lawsuits out there that are legitimate, but far too many are not and it is a shame when great brands like Subway resort to such cheap tactics.

What do you think?


Written by benwisebranding

May 22, 2010 at 10:04 pm

Posted in Uncategorized

Tagged with , ,

One Response

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  1. […] This post was mentioned on Twitter by Be Your Own Brand and Rhona Nampijja Bossa, SV Brand Forum. SV Brand Forum said: Lawsuits are Only for Desperate Brands #branding #brand […]

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