Rules for associating a color with a brand

04/23/2012 | Advertising Age (tiered subscription model)

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.

View Full Article in:

Advertising Age (tiered subscription model)

Published in Briefs:

SmartBrief Job Listings for Media

Job Title Company Location
Director, Industry Initiatives (Digital Video and AdvancedTV)
Interactive Advertising Bureau
New York, NY
Digital Ad Operations Specialist
Crain Communications
Nationwide, SL_Nationwide
Account Executive, West Coast
DeviantART
Los Angeles, CA