A View From Middle England - Conservative with a slight libertarian touch - For Christian charity and traditional belief - Free Enterprise NOT Covert Corporatism

Saturday, March 12, 2011

Innocent until proved guilty?

What's in a name? What's in a word, in fact? Words. Humpty Dumpty, as I've said before, made them mean what he wanted them to mean. In the world of business, names mean a lot. But do words mean as much as names, or less?

A mother of two, Dawn Reid, is facing a ‘David and Goliath’ battle with an international drinks company over the name she has given to her vitamin capsules for children. Innocent Drinks objects to her selling a food supplement called Innocent Vitamins, and has asked her to cease trading under that name. But the small-business owner insists the drinks market and the vitamin are totally separate and accused the British-based firm of over-reacting.

This is Dawn's company logo:

All green and very innocent looking. Seems to me it's all about vitamins. Innocent Drinks' logo looks very different. Not only that, but their smoothies tend to sell in stores around the milk section and not in the pharmacy.

Innocent Drinks say people have been calling them up asking whether these are their vitamins. Is that because these callers are genuinely confused, or are they thinking vitamins don't go with smoothies. Would people get confused? Even if they were, they can now know with complete clarity that these two innocents have never had any relationship whatsoever!

The Innocent Drinks "brand" appears very different. But this may not be as innocent as we are led to believe. After all, there are plenty of businesses trading with similar names to other businesses.

Can Continental Airlines be confused with Continental Tyres?

Or can EasyJet be confused with EasySpace?

I don't think the public is that dim. And even if they don't know, would it really bother them? Mostly business is about "brands going forward" to use the jargon. If a brand has a similar name, but is in a dissimilar market place, does the customer care? EasyJet flies people to places and EasySpace gets them on the web. Easy really. Or am I just too innocent?

Read more: http://www.dailymail.co.uk/news/article-1365443/Innocent-Drinks-set-inot-battle-Dawn-Reid-Innocent-Vitamins.html#ixzz1GQmlwGYg


Totally agree with everything you have written.
Well done Middle England!

What a great blog post! Have added an excerpt of it on our blog: http://innocentvitamins.blogspot.com

Thank you for your generous comment. It just seems to me a matter of fairness. Coca Cola don't need to get so worked up. Maybe they are taking the Ryanair route of publicity. Any publicity is good publicity.

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