Customers Are Color Blind
By Naseem Javed Founder, ABC Namebank International | May 19, 2010
Contrary to branding beliefs, customers don't really care about, and are completely oblivious to, a corporation's image being tied to a very specific color.
Meanwhile, trying to use a color for corporate identity can actually lead to trouble. For example, Orange Mobility, a British mobile phone company of France Telecom, is one of the largest telephone players in Europe. Just to make its point, as a gimmick, the company painted an entire town in England orange. Now, Orange Mobility, fully drenched in the color orange, is asking courts to disallow Easymobile, a new mobility service, the use of the color.
Easymobile is a division of Easygroup, and it, too, has been soaked in orange for more than a decade as a part of its parent's preferred color. The founder of Easyjet -- high profile entrepreneur Haji-Ioannou of Easygroup -- will fight back, claiming his corporate right to use the color orange as a branding strategy.
End of the Rainbow
So now a colorful fight breaks out, and the arguments will all end up in a punch bowl.
Can great teams of lawyers claim exclusive rights to a color and attempt to convince the courts? Yes. However, in reality one cannot own the exclusive global rights to a specific color.
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