Is This How To Protect Your Brand Like Uber?

Would you knowingly throw your business down the toilet?

 

Everyone know that brands can be the most valuable resource a business has. Apple, Google, Coca-Cola are all worth billions in their own right. Relatively speaking a brand can be even more valuable to a small local business. But how much do you think about your brand, and more importantly how much care do you take of it?

 

Of course we also know that the big brands control their brands closely. And maybe you do the same with yours. But how much thought do you give it?

 

Where brand control meets promotion does brand control lose?

Of course you want your business to be seen and widespread attention can result in increased sales but can doing so result in damage to your brand?

 

These thoughts came to my mind on reading an article about Uber and how it it is now getting public subsidies in one Florida town. While it’s an interesting read on many counts, the quote that  resonated for me was the one about how strictly Uber controls its brand and how it forbid use of its logo

 

“anywhere that could degrade our brand,” including on doormats or anywhere else where it could be trodden on; on things like napkins or paper plates that would be quickly thrown away; on dartboards or urinals; on food, which, the document explains, will be sliced, broken, eaten, and is associated with the feces it will later become”

 

I think most of us can see the need for the restriction on placing the logo on urinals. But I think most companies and businesses would happily place their logo on doormats, dartboards and food. I know I personally have seen logos on these products and also on napkins and more.

 

So what is the best approach? The truth is I don’t know the answer. In fact I suspect that, like most things in life and in business, there is no single answer. If there was then I’m sure there would not be a large market for such branded goods. And other major companies would not be placing their brand on such goods. There would probably be no Frozen chocolates and breakfast cereals either.

 

But it’s a topic worth thinking about. Where are the lines to be drawn for your business?