Brands continue to argue about whether they have the rights to specific colors, writes lawyer Robert Zelnick. The Owens-Corning strategy for successfully branding its insulation pink doesn't work for every company, but it's an interesting model, he contends. According to Zelnick, starting with a color that is arbitrary, not functional, and weaving it consistently into an advertising message (such as "What can Brown do for you?") may persuade courts considering the issue.
Rules for associating a color with a brand
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