Brand Sciences eBook Ser ies: Volume 2
GRAND THEFT IDEA
G R A N D T H E FT IDE A
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©RUSSO, 2013. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical,
photocopying, recording, or otherwise, without the prior written permission of the publisher.
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Brand Sciences eBook Ser ies: Volume 2
GRAND THEFT IDEA
Kia’s Dancing Gerbils
on a flyer for a nightclub.
The new Britney Spears Song
in a low-budget car dealership commercial.
Dos Equis’ Most Interesting Man in the World
on a billboard for a jewelry store.
Chances are, you’ve seen something like this before — probably today.
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Brand Sciences eBook Ser ies: Volume 2
GRAND THEFT IDEA
It happens when small businesses rip off national creative
or illegally use music without the rights.
And no matter how you look at it, it’s stealing.
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Brand Sciences eBook Ser ies: Volume 2
GRAND THEFT IDEA
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Brand Sciences eBook Ser ies: Volume 2
GRAND THEFT IDEA
Other times, it’s intellectual property theft.
intellectual property theft
noun
1. Robbing people of their ideas, inventions, and creative.
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Brand Sciences eBook Ser ies: Volume 2
GRAND THEFT IDEA
This happenes in everything from trade
secrets and proprietary products and parts to
movies, software, and even ad campaigns.
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Brand Sciences eBook Ser ies: Volume 2
GRAND THEFT IDEA
Intellectual property theft costs U.S. businesses billions
of dollars a year and robs the nation of jobs and lost tax
revenues. For that reason, preventing intellectual property
theft is a priority of the FBI’s criminal investigative program.
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Brand Sciences eBook Ser ies: Volume 2
GRAND THEFT IDEA
But beyond the ethical and legal offenses of stealing someone else’s ideas for your ads,
there are also branding issues that all businesses should recognize.
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Brand Sciences eBook Ser ies: Volume 2
GRAND THEFT IDEA
Would you really want to use someone else’s ideas to represent your company?
That just seems lazy, right?
OBAMA
OLD PEPSI
NEW PEPSI
KOREAN AIR
STUDEBAKER
Companies should take pride in who they are and what they stand for
instead of riding on the coat tails of a successful national campaign.
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Brand Sciences eBook Ser ies: Volume 2
GRAND THEFT IDEA
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Brand Sciences eBook Ser ies: Volume 2
GRAND THEFT IDEA
RUSSO IS A STRATEGIC BRANDING AGENCY –
AND AS A BRANDING AGENCY, WE ARE BELIEVERS.
Here, we believe in the promise behind the brand.
And here, we believe that changing the conversation motivates consumer behavior.
Through the use of consumer insight, we develop branding initiatives for our clients
that form emotional connections with their consumers.
For more information on branding, social media
or to learn more about RUSSO, drop us a line, we would love to hear from you.
116 E. Congress St., Downtown Lafayette, LA 70501 | 337.769.1530 | F 337.769.1531
www.brandrusso.com | www.razorbrandingblog.com | [email protected]
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