Flower Power

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In the big business world of product development, marketing and brand creation, this is a story not many will see. But it's worth a quick look if for no other reason than a "don't let this happen to your brand" reminder.

The story goes that two environmentally responsible cleaner manufacturers happened upon very similar visual icons to represent their respective brands' natural benefits, and a very dirty trademark war has erupted that has the potential to leave one or both with mud on their hands. The argument is over the use of a "Daisy" as a visual symbol of each cleaner's natural ingredients.

Let me just say that the larger manufacturer, Clorox, seems to be completely within their legal rights to try to protect their monetary and brand equity investment in the visual expression they have trademarked. However, the smaller manufacturer, Method, claims to have actually used the flower as a visual icon first, although they never bothered to trademark it. Seems pretty cut and dried on the surface.

The kicker is that Method has taken the battle to the public, asking visitors to their website to vote on who should own the rights to the flower - Clorox, Method or Mother Nature. Mother Nature seems to be winning the vote, but Clorox could be a big loser in the mind of consumers.

To me, the real point is pick your brand symbolism carefully, pay attention to your competitors and avoid legal arguments that may cost you more than money to win.

Read more about the brand story.