You’ve worked hard on your brand; you deserve to reap the rewards – not others.
You’ve heard about the Iconic “Welcome to Fabulous Las Vegas” sign, which was designed by Betty Willis. Although she was an employee of Western Neon and designed the sign in 1959, she never copyrighted the design. She just simply considered it a gift to the city.
And now?
It appears on countless souvenirs. Everywhere.
Most people don’t know that the Young Electric Sign Company (YESCO) owns the sign. YESCO is based out of Utah and maintains the sign and leases it to Clark County…and yes, holds the trademark for the sign’s image to prevent unauthorized commercial use.
A gift to the city from the generosity of the designer. Now her and her family have nothing to show.
Yet, millions recognize it, take pictures with it, share it.
Iconic or Ironic?
Own Your Brand. Period.
There’s another brand that comes to mind, which no one owns…but many profit from it.
Maybe you’ve heard of it?
Valentine’s Day.
It’s a holiday with roots as far back as the ancient Roman fertility festivals. Christian martyr honors for several Saint Valentines (270 AD), and later romantic traditions popularized by 14th century poets like Geoffrey Chaucer, and finally becoming a commercialized day for love and gifts by Esther Howland, Hallmark, Whitmans Chocolates, etc.
Today…
The color of pink, the heart symbol, a dozen roses, a box of chocolates, pasty, chalky candies with words written on them, a bow & arrow, and cupid are synonymous with Valentine’s Day.
So, who’s profiting on this brand, many thought was invented by Hallmark?
An array of small businesses, like local flower shops, those tourists’ spots who specialize in customizable Valentine’s Day gifts, greeting card companies, jewelry stores, restaurants, and of course all on-line shopping sites.
All to the tune of $27.5 billion spent last year on February 14th.
Once again, a Brand (Valentine’s Day) owned by its historical evolution and its celebration by millions, rather than a single person or organization while others make millions.
Let’s say it one more time (together). Own Your Brand. Period.
Rick Harshman is the CEO of H2R Agency, the leading marketing agency specializing in inspired creative and results-driven strategies in the gaming industry. For more information, call (720) 226-3229 or e-mail RickH@H2RAgency.com.