Thursday, June 29, 2006
What happens when people steal your brand?
OK, maybe "steal" is a harsh word.But over the years I've accumulated quite a collection of commercials, advertisements and promotions from businesses, organizations and people who have used "HELLO, my name is..." (or some sort of nametag) as part of their branding.
Like this commercial for Paxil (left) from a few years back. I remember the first time I saw it. I was watching TV with my folks. Naturally, my parents said, "Oh Scotty, they should sponsor you!"
Right. Of course they should. Thanks Mom & Dad. I'll just pick up the phone and call the marketing department of that multi-billion dollar pharm company and ask them to sponsor me. (Parents are great, huh?!)
But after that commerical, it started to pop up everywhere. For example, The St. Louis CVB. www.mynameisstlouis.comThe funny thing is, I've given several speeches in the hospitality industry and many of these guys have been in the audience! (They're very cool, by the way.) And what's even funnier is, a lot of people have emailed me asking if we're working together - which we're not. Too bad.
Here are few more...
A recent press release from Yahoo!, Mark Sanborn's website for The Fred Factor and a magazine ad for the Sopranos (these were actually peel-off stickers!)
Then there's all the clothing and merchandise (the first two are from David & Goliath Tees:
Then there's my main man David Cross with a few of his fans:
And lastly, just some cool art (thanks to Isis Rodriquez and Farnsworth Blotto) :
So, back to the original question: what do you do when people "steal" your brand?
Nothing. Embrace it. Enjoy it. Share it with the world. Because honestly, I'm not so arrogant to think I had anything to do with these images. (I'm sure the list goes on, too.) And even though I've been in touch with some of the people who created these images, I've had no luck with any sort of partnership.
And you know what? I don't care. I don't get frustrated when I see stuff like this. I know I own the word nametag, legally or not. I figure these pictures could only help reinforce my own brand.
Look, it's a big pie. We're all gonna get a slice!
LET ME ASK YA THIS...
Has anyone ever "stolen" your brand?
* * * *
Scott Ginsberg
Author/Speaker/That Guy with the Nametag
www.hellomynameisscott.com
RSS
Scott's Books
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-ABLE
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The Approachable Leader
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Live Your Name
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Stick Yourself Out There : Get Them to Come to You!
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The Approachable Frontline
17 Daily Practices for Delivering Unforgettable Service
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The Approachable Manager
24 daily practices for getting employees to come to you
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The Approachable Salesperson
22 Daily Practices for Enabling Customers to Buy
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Make A Name for Yourself
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How To Be That Guy
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The Power of Approachability
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Hello, My Name is Scott
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David & Goliath have a "HELLO my name is What Do You Drive?" shirt. Priceless.
People steal my curse words, which is hardly the same thing - but they're original and unique and now I'm hearing friends of friends use them.
But, alas, I have no brand.
Though, since I've been reading this, that stupid Eminem song has been going through my head - (you knew at least one person would mention it.)
I went to our local shop today. As I parked outside, part of my brain suddenly said: hello, my name is podcast. Another part of my brain said WTF - where did that come from? So I looked around, and there on the shop door was a sign that said Hello. That's all it took.. Scott you so own my brain!
Re: calling Paxil
Why not? Maybe not to ask for sponsorship but perhaps just to meet up with the people who came up with the idea. Why not contact everyone who "steals your brand"? Not to warn them off but to build the community of "Hello, my name is..." They've given you an excuse to approach.
Whether or not you want to get into merchandising is another question.
Scott,
I think you may be over-reaching in the definition of your "brand". Certainly nametags existed before we were even born and they have become part of our culture so it only makes sense that they would continue to show up in advertisements.
The key, as I see it, to your brand is your dedication to WEARING a nametag for APPROACHABILITY. You are definitely the "Nametag Guy" and the way I see it, other uses of nametags do not detract from your brand. If anything, the fact that people think of YOU when they see a nametag is a testament to the strength of your unique brand!
Keep up the good work !
Dave
P.S. Let us know when you get out to the East Coast !
Thanks, Dave. Great comments.
I'll be on the East Coast this weekend in Charlotte hanging out with Gitomer. Call my cell if you're around!
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