Although many of us think that imitation is the height of flattery and common usage the measure of fame and acceptance, one manufacturer has made it clear that its sub-brands are not to be trifled with; and have a cache that demands respect and protection.

We’ll call the story of Glad Snap Lock bags Part 1 of this brand story.  At the weekend we learned that the manufacturer of Glad Snap Lock bags was warning people against the appropriation of their “Snap Lock” trademark or sub-brand.

Of course, the Glad brand is ubiquitous in the nation’s kitchens, with cling films, freezer storage bags, rubbish bags, sandwich bags and a multitude of handy containers whose lids are so frequently orphaned.

The reality is that Glad has been and is an extraordinary innovator, and innovation costs money. On simple, low-cost household items that return on investment is a long-run process, so its advertisements are warning that flattery will not be tolerated.  While some may think its approach a tad heavy, it is reinforcement that Glad takes seriously its brand and will fight to protect it.  That is something we as consumers should respect.

Part 2 of our brand story, won’t be so familiar to most.  Two weeks ago Google held a ball – that’s right, trip the light fantastic and all that. Thinking it would get into the spirit of things, Vodafone arranged for two body-painted models “baring” the Google brand to titivate fellow ball-goers.

Google was not amused. Displaying their brand on near naked women was out of line with its brand’s values.

The lesson? If you are flirting with someone else’s brand, always be sure that you know and respect its values.

And speaking of respect,  TVNZ’s American correspondent Tim Wilson got the message from fans of late Michael Jackson while he was doing the piece-to-camera on the prince of pop’s untimely demise.  Security men had to hold back fans as they shuffled forward menacingly when Wilson was less than respectful of Jackson.  One cockney was heard to say to her friend: It’s alright, Linda, there are respecters and dis-respecters and we’re the respecters!

Tags: Glad, Google, Michael Jackson, Tim Wilson, TVNZ, Vodafone

This entry was posted on Thursday, July 9th, 2009 at 9:46 am and is filed under Brand, Media landscape, Trends. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.