The “Put a Tiger in Your Tank” campaign was an iconic advertising slogan used by Esso (now owned by ExxonMobil) in the 1960s. The campaign featured a series of commercials and print advertisements depicting a tiger symbolising energy, power, and performance, with the message that using Esso fuel would provide consumers with added power and performance for their vehicles.

 

 

The campaign was highly successful and became one of the most memorable advertising campaigns of its time. The imagery of the tiger became strongly associated with Esso, and the slogan entered popular culture as a symbol of energy and vitality. While the campaign itself may not be actively running today, it remains a classic example of effective marketing and branding, and the slogan is still recognised by many people even decades later.

Television Commercials

The TV commercials typically feature a combination of live-action footage and animation. They often showed ordinary people experiencing a boost of energy and power after using Esso fuel, symbolised by the appearance of a tiger. These commercials emphasised the idea that using Esso fuel would make your car run more efficiently and powerfully.

Print Advertisements

The print advertisements for the campaign featured bold visuals of tigers alongside the slogan “Put a Tiger in Your Tank.” These ads appeared in newspapers, magazines, and billboards, reinforcing the message of increased power and performance associated with using Esso fuel.

Promotional Materials

Esso also distributed various promotional materials featuring the tiger mascot and the campaign slogan. These materials could include stickers, posters, and other merchandise designed to further promote the campaign and the brand.

Tango The Tiger

Britain’s oldest tiger, who featured in the iconic Esso fuel adverts, passed away at the age of 22 in 2016. Tango was made famous when he was one of seven tigers featured in Esso’s ‘put a tiger in your tank’ adverts in the 1990s.

Did you know? The Exxon Mobil Corporation was instrumental in establishing the Save The Tiger Fund in 1995. Today, Exxon Mobil Corporation contributes $1 million a year to help conserve Asia’s remaining wild tigers.

 

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If you found this article interesting, you might want to read our ‘The Strongest Automotive Brand Identities‘ article!

In the fast-paced automotive industry, the strength of a brand’s identity can make all the difference. From pure-electric to luxury and comfort, to adrenaline-pumping supercars – each giant in the industry has carefully crafted their identity. Every car manufacturer is working hard to appeal to different target demographics, so how do their brand identities differ as a result? Find out more by clicking here!

 

WDA Are Here To Help!

At WDA Automotive, digital marketing is our expertise, relieving you of that burden. We understand the dynamics, so you don’t have to. If you need support, reach out to us through our online contact form or call us at 01332 372728.

Brand naming is a critical part of any Automotive Brand Strategy. Here we take a look at some of the world’s most famous car manufacturers and discover the story behind their brand names.

Alfa Romeo – The company was originally known as ALFA, an acronym for Anonima Lombarda Fabbrica Automobili until Nicola Romeo bought ALFA in 1915 when his surname was added.

Aston Martin – Is taken from the surname of co-founder Lionel Martin and “Aston Hill” which was a famous local hillclimb.

Audi – Is the Latin translation of the German founder’s surname name August “Horch” (“Hark” in English).

BMWBayerische Motoren Werke (Bavarian Motor Works).

Cadillac – Was named after 18th-century French explorer Antoine Laumet de La Mothe, sieur de Cadillac, founder of Detroit, Michigan and a small town in the South of France.

Chevrolet – Yet another ‘origin’ name – this time honouring co-founder Louis Chevrolet, a Swiss-born racing driver.

Chrysler – Named after the company founder, Walter Chrysler.

Citroën – Named after French entrepreneur André-Gustave Citroën. Citroën was the son of Dutch Jewish diamond merchant Levie Citroën and Mazra Kleinmann.

Daewoo – This is a Korean word which roughly translates to “great house” or “great universe”.

Datsun – first called DAT, from the initials of its backers Den, Aoyama and Takeuchi. Later changed to DATSON to imply a smaller version of their original car, then again to DATSUN after being acquired by Nissan.

Ferrari – Famously named after its founder, Enzo Ferrari.

Fiat – Is an acronym of Fabbrica Italiana Automobili Torino (Italian Automobile Factory of Turin).

Ford Motor Company – Named after founder Henry Ford, who pioneered mass production.

Honda – Taken from the name of its founder Soichiro Honda.

Hyundai – Represents “the present age” or “modernity” in Korean.

Land Rover – This was the name given by the Rover Company for a utilitarian 4WD off-roader, a far cry from today’s upmarket and luxury sport utility vehicles!

Mercedes – Named after Mercedes Jellinek, the daughter of Emil, who was one of the early Daimler distributors.

Nissan – Derived from the Company’s original name, Nippon Sangyo which means “Japan Industries.”

Porsche – Named after founder Ferdinand Porsche, an Austrian engineer. The name is thought to have originated from the Czech name “Boreš” (boresh).

Proton – A Malaysian manufacturer whose name is derived from Perusahaan Otomobil Nasional.

Renault – named after its founder Louis Renault.

Rolls-Royce – In 1884 Frederick Henry Royce launched an electrical and mechanical business, making his first car, a Royce, in 1904. He was introduced to Charles Stewart Rolls that same year. The duo entered a partnership in which Royce would manufacture cars to be sold exclusively by Rolls, under the Rolls-Royce name.

SaabSvenska Aeroplan aktiebolaget means Swedish Aeroplane Company; the last word is abbreviated as AB, hence Saab and Saab Automobile AB.

SEAT – This is an acronym of Sociedad Española de Automóviles de Turismo (Spanish Corporation of Touring Cars).

Subaru – This is the Japanese name for a star constellation known as the Pleiades or the Seven Sisters. This is the inspiration for the Subaru logo.

Tesla – Originally incorporated in 2003 by Martin Eberhard and Marc Tarpenning as Tesla Motors. The company’s name is a tribute to legendary inventor Nikola Tesla.

Toyota – Taken from the name of its founder, Sakichi Toyoda. Initially called Toyeda, it was changed following a contest for a better-sounding name!

Volkswagen – from the German for people’s car. Ferdinand Porsche originally wanted to produce a car that was affordable for the masses – the Kraft-durch-Freude-Wagen – which later became known as the Beetle.

Volvo – Originally a name for a ball bearing being developed by SKF, “Volvere” means “I roll” in Latin.

 

‘Origin names’ are the way to go then?

You may have noticed that many of these car brands are named after their founders (including some not on the list – i.e Maserati, Chevrolet, Lamborghini, Suzuki and Lancia). This is mainly down to their age – founder naming is an old tradition that goes back to the 19th Century and beyond. 

Conventional wisdom today holds that companies should not take their founders’ names as it harms resale value, although offsetting that is some research which suggests ROI may be higher for founder-named brands. That said, the founder is taking a risk. If the company fails, then their reputation could be ruined.

If you want to read more about automotive brand naming and discover how the professionals go about creating a new brand name (including the 7 types of brand names, including ‘Origin Names’) then check out this article.

 

Need help with your brand name?

Here at WDA Automotive, we help businesses across the automotive industry connect with their audience through a variety of different digital marketing strategies. Our understanding of the automotive industry and its consumers allows us to constantly deliver engaging and eye-catching content. WDA has successfully taken on a variety of branding projects for massive clients in the automotive industry such as Auto Fasteners, Koroyd, Scorpion, Black Mountain Bikes, Status Metrology, and many more. Take a look at our Case Studies here for more.

Whilst successful marketing should indeed revolve around a great idea, you still need to get your message out there. Remember that everything your audience sees online has the power to attract, engage them and move them through your sales funnel towards becoming one of your most loyal clients. From videography and photography to the written word and audio content, WDA’s in-house team of expert automotive content creators are here to make things happen for you. Get in touch with us today or give us a call at 01332 372 728 to learn more!

In the automotive industry standing out is becoming harder than ever. Many automotive companies are keen to become the biggest and most powerful brands around. To do this though you first need to be aware of what a brand identity actually is, what is involved in making the perfect brand for your business and why it is so crucial to have a well-thought-out, long-term strategy that allows your brand to grow stronger over time.

Continue reading The Ultimate Guide To Developing An Automotive Brand

Can you remember back in 1990 when we all had the new Ford advert positioning etched into our brains?

This was a clever move by Ford to mix marketing and music, drafting in pop royalty Sir Brian May. Even putting this article together, I’ve got “Everything we do is driven by you” spinning around my head.

Surprisingly though, Ford’s clever tactics were not enough for its positioning to get into my top 5. Getting it right with brand positioning takes a lot of consideration and research. Many well-known manufacturers have changed tactics over time to accurately reflect their customer demographic. Let’s take a look at my top 5:

  1. Vorsprung durch Technik
  2. The Ultimate Driving Machine
  3. The Power of Dreams
  4. There is no substitute 
  5. The Art of Performance

Vorsprung durch Technik

When Sir John Hegarty saw a faded poster on a factory wall in Ingolstadt 30 years ago, he didn’t realise he was looking at a statement that would transform the image of an entire country and become synonymous with Audi. Hegarty had no idea what it meant (‘progress through technology’), but once he’d been told, the idea stuck.

“This is the incidental nature of creativity, looking, watching, hearing stuff and it all goes in.”

Later, when they were looking for a statement to tie all the work together, the phrase resurfaced.

The Ultimate Driving Machine

As a brand, BMW has had some of the best positioning statements around. The “Ultimate Driving Machine” has become a classic.

BMW’s positioning is one of the oldest, too; they first coined the phrase in the 1970s as a way of targeting post-war baby boomers.

BMW’s Ultimate Driving Machine was introduced by former Executive Vice President of Global Sales and Marketing Bob Lutz, who teamed up with ad agency Ammirati and Puris to create their standpoint.

The Power of Dreams

This global positioning was adopted in 2001, derived from one of founder Soichiro Honda’s sayings: “One must keep on chasing one’s dreams.”

Honda believes in dreams – dreams that bring joy to people.

Driven by a challenging spirit, seeking to create new value that brings dreams to life, through ‘The Power of Dreams’ Honda continues to share joy with its customers and society.

There Is No Substitute

For decades, Porsche has told us “There Is No Substitute” for its cars.

Two generations have grown up with that mantra. The positioning is in the subconscious of every car enthusiast. If you say something enough times, people will believe it.   

The positioning is also extremely effective in framing their product in terms of a loss. “There is no substitute” evokes an emotion that we’re missing out if we don’t have one.

This positioning can be found at the end of the body copy on Porsche adverts.

The Art of Performance

The simple, yet incredibly perceptive snippet, positions Jaguar as being aesthetically and technologically superior in one short sentence.

In the early years, Jaguar founder Sir Williams Lyons came up with the slogan Grace, Space, Pace to describe the British car manufacturer’s luxury performance vehicles.

Effective brand positioning involves creating a defined image, identity, and perception of your brand in the minds of your audience. It involves identifying the unique characteristics and attributes of your offering and communicating them in a way that differentiates your brand and resonates with your target market. Read more on the blog here.

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If you are launching a new product to market and would benefit from WDA Automotive’s expertise, simply get in touch with us via our contact form.

It never tyres ‘The Cal’™ – Pirelli’s iconic calendar from 1964 to today.

The Pirelli Calendar is an annual publication by the Italian tyre company Pirelli. It is known for featuring artistic and provocative photographs of notable models, actresses, and celebrities. The history of the Pirelli Calendar dates back to the 1960s and has evolved over the years, becoming an iconic cultural phenomenon.

Origins and Early Years (1964-1974):

The Pirelli Calendar was first launched in 1964 as an exclusive gift for Pirelli’s top clients and business partners. Robert Freeman was the man to photograph this, a British photographer known for his work with The Beatles. The calendar showcased women in modest poses and fashion.

The first entry in the first-ever Pirelli Calendar from 1964 was given over to this dreamy shot of English-born model Jane Lumb on a beach in Majorca.

Creative Shift (1975-1983):

In the 1970s, the Pirelli Calendar took a creative turn with the involvement of celebrated art directors and photographers. In 1972, Sarah Moon (the first woman photographer to shoot the calendar), a French photographer, introduced a more romantic and dreamlike aesthetic. This marked a departure from traditional fashion photography. 

High Fashion and Sensuality (1984-1994):

The 1980s and early 1990s saw a shift towards high fashion and sensuality in the Pirelli Calendar. The calendar featured renowned supermodels such as Naomi Campbell, Cindy Crawford, and Kate Moss, photographed by top photographers including Bert Stern, Herb Ritts, and Richard Avedon. The images became more provocative, emphasising the beauty and allure of the models.

Artistic Vision (1995-2000):

The Pirelli Calendar took on a more artistic and avant-garde direction. Helmut Newton, Herb Ritts, Richard Avedon, and other leading photographers captured stylized and unconventional images. The focus shifted from traditional glamour to exploring the female form and challenging societal norms.

Reinterpretation and Themes (2001-2010):

In the 2000s, the Pirelli Calendar continued to evolve with the introduction of themes and the reinterpretation of iconic photographs from the past. Patrizio Roversi, Bruce Weber, Mario Testino, and other renowned photographers contributed to this era. The calendar expanded beyond fashion and embraced various artistic concepts, exploring beauty, diversity, and social issues.

WDA Automotive were fortunate to be gifted a 2004 calendar shot by Nick Knight :

British photographer Nick Knight has digitally changed stylized images of models including Alek Wek, Karolina Kurkova, and Liberty Ross to create a surreal and dreamlike look. 

Pirelli stated, “We wanted something entirely new. The calendar, a favourite of garage mechanics, is described as merging “art with seduction” and this year there was a little more female involvement in the creative process. Vintage beauty Isabella Rossellini, Lord of the Rings actress Liv Tyler, and Icelandic pop artist Bjork were among those serving in a consulting capacity.

Charity, foundations and Transgression (2010-2018):

The Cal™ was handed to Steve McCurry, one of the world’s most famous photo reporters. His shots for Pirelli revealed the changing social and economic situation in Brazil. His cast, which included the Brazilian actress Sonia Braga, the singer Marisa Monte, and the models Adriana Lima, Petra Nemcova and Summer Rayne Oakes, all shared a common commitment to charity work, supporting NGOs, Foundations and humanitarian projects.

Steven Meisel, decided to adopt a classic format – 12 models in 12 photos – with cinema heroines and icons of advertising and of the transgressive world of fashion. He introduced a highly topical theme – that of “curvy” models. The next step came with the 2016 Calendar, for which Annie Leibovitz decided to portray 13 successful women, from all walks of life.

Shift towards Inclusion and Diversity: (2018-2022):

The calendar has embraced a more inclusive and diverse approach at this stage. The calendar has featured women from different backgrounds, ages, and body types. This was well-received and reflects a broader movement towards inclusivity in the fashion and entertainment industries.

Pirelli did not publish the Calendar in 2021 due to Coronavirus. It came back in 2022 with an edition by Bryan Adams. Its focus was on ‘the great stars of music’. Recreating a snapshot into the life of a touring artist, from the glamorous multi-storey billboards that tower above street level to the remnants of room service.

Love Letters to the Muse 2023

Emma Summerton took portraits that honour the women who have inspired the Australian photographer. Emma’s approach was praised by the models, who described the experience of the 2023 Pirelli Calendar as magical, dreamy and, in some cases, emotional. In referencing aspects of the women’s actual identities, Summerton allowed them to play out a part of themselves.

Throughout its history, the Pirelli calendar has become a symbol of artistic excellence and cultural significance. It has showcased the work of some of the world’s most talented photographers. It has evolved to reflect changing social and creative trends.

The calendar continues to push boundaries, challenge conventions, and captivate audiences worldwide.

So what can we expect in the 2024 edition of  The Cal™?

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If you are launching a new product to market and would benefit from WDA Automotive’s expertise, simply get in touch with us via our contact form!

Commercial Vehicles Then VS Now

Road trips were a big thing in the 1980s. Fighting over the best seats in the car and constantly stopping as a result of car sickness (my brother not me). I remember easing the lid from the golden tin of travel sweets on most journeys, only for a plume of powdered sugar to erupt and cover the entire car, you know the ones that I am referring to.

In order to keep us tyrants entertained to some degree, the parents would whip out an I-spy book. This in itself would cause drama between my brother and me as to who saw what first or who was going to jot it down in the book.

If you don’t know the I-Spy books, they all follow a consistent format. Each book focuses on a particular theme, such as animals, vehicles, or nature. The books are small, usually pocket-sized, and contain numerous colourful illustrations or photographs of objects related to the theme. The goal is for children to identify and “spy” these objects from their surroundings.

I was always fascinated with the commercial vehicles on the road, as back then a car was just a car. Commercial vehicles had pictures, and information, differing in typography treatments. This made a few sneak back into my memory bank from our long car journeys as children.

In the 1980s, the UK saw the popularity of several iconic commercial vehicles.

Here are some of the most notable ones:

Ford Transit: The AA

The Ford Transit is one of the most recognisable commercial vehicles in the UK. It was widely used for various purposes, including delivery vans, minivans, and even camper conversions.

Bedford Rascal: Royal Mail

The Bedford Rascal, also known as the Suzuki Supercarry, was a small commercial van that gained popularity in the 1980s. It was often used for local deliveries and tradesmen’s vehicles.

Leyland DAF 200 Series: British Gas

The Leyland DAF 200 Series was a range of light commercial vehicles produced by Leyland DAF. It included vans, pickups, and chassis cabs, which were widely used for commercial purposes.

Morris Ital Van: British Telecom

The Morris Ital Van was a popular commercial vehicle in the 1980s. It was based on the Morris Ital car and offered a practical solution for small businesses and local deliveries.

Austin Maestro Van: British Rail

The Austin Maestro Van was a compact commercial vehicle derived from the Austin Maestro hatchback. It provided a versatile option for businesses needing a smaller delivery vehicle

These are just a few examples of the iconic commercial vehicles of the 1980s in the UK. Each of these vehicles played a significant role in the commercial landscape and left a lasting impression on the transportation industry of that era. Is it just me or are a lot of them yellow? Job lot on paint back then?

Famous commercial vehicles in TV and Film in the 1980s

GMC Vandura (The A-Team)

The team’s strong man, mechanic and Sergeant First Class Bosco “B.A.”, or “Bad Attitude”, Baracus (Mr. T) owns and drives the black and metallic grey GMC Vandura van used by the A-Team. With its characteristic red stripe, black and red turbine mag wheels, and rooftop spoiler, the van has become an enduring pop culture icon.

International Harvester Metro Van (Teen Wolf – Wolfmobile)

As Scott “Teen Wolf” Howard, the star’s abilities as a basketball supremo brought about the creation of the Wolfmobile.

In the film, Rupert “Stiles” Stilinski, keen to seize on his friend’s newly-found popularity when his werewolf powers are discovered, takes his entrepreneur skills to a new level and sells Teen Wolf T-shirts and merchandise from a postal service-style step-van. The Wolfmobile’s creation culminates in Teen Wolf taking to the roof of the moving vehicle to surf, dance and backflip his way into the hearts of the locals, as well as eventual girlfriend Lisa “Boof” Marconi.

Lambretta Voiturette – (Postman Pat)

While Postman Pat’s van may not technically be real… It has made its way into the article. The van itself was based on a 1980 Lambretta Voiturette, but the engine noise is recorded from a 1922 Morris Cowley ‘Bullnose’. While the ingredients to create Postman Pat’s van may have been obscure, the van pootled into the mainstream of children’s TV and is still going strong on the streets of Greendale today.

And of course… Reliant Regal Supervan (Only Fools and Horses)

The three-wheeled van is often misidentified as a Reliant Robin. The name ‘Supervan’ may be a bit optimistic on Reliant’s part but its tiny load capacity and funny looks were a perfect fit for its comedic role as the Trotter family’s transport of choice in the Only Fools and Horses comedy series.

What does the future for commercial vehicles hold?

In less than a decade, electric vehicles (EVs) have gone from a niche product to the nearly inevitable choice for tomorrow’s automotive players. Light commercial vehicles (LCVs), such as panel vans and minibuses, are likely to follow this same path toward electrification, primarily because of increased demand from private and large commercial customers that are decarbonizing their vehicle fleets as part of their sustainability strategies.

Bringing in cult classics such as the Morris JE (EV)?

The Morris JE is the revolutionary electric van that combines cutting-edge battery technology and lightweight carbon-fibre construction with classically-inspired British design. This unique blend of advanced EV construction and beautiful British craftsmanship makes the Morris JE a refreshing and highly-desirable solution to sustainable, carbon-neutral transport.

Is it Electric upcycling? – Lunaz is accelerating electrification in commercial vehicles.

Classic car electrification causes more controversy than any part of the EV revolution, and one of the most contentious conversions of all has been Lunaz’s Rolls Royce Phantom.

Lunaz’s wider goal is more mainstream…

“We have started with the Mercedes Econic platform, which is one of the largest selling trucks of its kind in Europe,” says Lorenz. “But it’s got multiple applications.” The initial one of these Lunaz is focusing on is refuse collection. 

A commercial vehicle such as a refuse truck can have a very precise daily distance prediction, and that makes it possible to adjust battery size to meet needs exactly.

Although commercial vehicle production will dwarf the classic cars, the latter have been essential in generating publicity for Lunaz. “If you build the world’s first electric Rolls-Royce, you’re going to get pretty good brand recognition,” says Lorenz.

In conclusion – The transition to electric vehicles presents several challenges for commercial fleet managers, including infrastructure, range, operational, and financial obstacles. However, commercial fleets can overcome these challenges and successfully transition to EVs. The adoption of electric vehicles will not only help to reduce greenhouse gas emissions and improve air quality but also lead to a more sustainable and efficient transportation system.

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If you are launching a new product to market and would benefit from WDA Automotive’s expertise, simply get in touch with us via our contact form!

When I moved to Derby in the 80s, I always remember seeing the Rollerworld Rollerboot car doing its promotional rounds. Of course, back then it was another effective way of promotion and advertising, besides billboards and printed media. It certainly attracted attention wherever it appeared. It worked also as I wanted to go after seeing the Rollerboot. Unfortunately being a 9-year-old Bambi on ice, I managed to knock someone clean over. They were fine. However, I was mortified that I had hurt someone and since then never donned said skates again. 

The refurbished Rollerboot car came back into play in September 2015. The poor thing had been sitting in a field for over a decade.

Rollerworld brings the boot out on sunny days and messages out on their social channels to get down and grab a selfie with the synonymous foot attire. 

Red Bull MINI Coopers

At the time of studying for my degree in Visual Communications in Leeds, there were frequent sightings and samples of the Red Bull cars with their fleet of 15 custom MINI Coopers. Painted in the traditional company colours of blue and silver, with a four-foot high model of a can of Red Bull perched on the back, they never failed to catch your eye.

Introduced in 1999, the Mini Cooper was the obvious choice to complement the fresh and alternative message of Red Bull. When the ‘old’ Mini went out of production, Red Bull added eight Volkswagen Beetles to the fleet instead.

Creme Egg Cars

Cadbury had five ‘Creme Egg Cars’ made as promotional vehicles, based around the running gear of Bedford/Vauxhall Rascal vans, and using Citroen 2CV headlights. As their name suggests, the Creme Egg Cars were ovular vehicles, painted to look like Creme Eggs, and driven around the UK to promote this seasonal chocolate treat.

Birds Eye Pea Car

The Pea Car first appeared in a Birds Eye television advertisement in December 2005. The car took 6 weeks to build, weighs about 750kg and has no gears. It was based on the chassis of an off-road go-kart that was heavily modified for the purposes of the advert. The head lamps came from a VW Beetle and the indicators came from a Lancia. 

It was not road legal and had no working doors. The Pea Car is now on display at the Unilever Ice cream and Frozen Foods Co. in Walton on Thames. Super cute isn’t it?

I couldn’t finish this article without mentioning The Tour de France

One of the stars of the Tour De France in the eyes of the waiting public is the promotional caravan. This fleet of floats and cars and motorbikes travels a few hours ahead of the racing, playing music and throwing branded giveaways to onlookers. I believe the more bonkers the vehicles look the better.

WDA are big fans of the 2-wheel mode of transport without an engine. Lee Waterhouse, the founder of WDA Automotive Marketing, is a cycling nut. Louis, our Account Manager, rode from London to Paris on a Fixie (yes a Fixie) and you will catch Sam our Digital Marketing Executive hitting the trails on a weekend. As for me, I have left my road bike Thor (it is a Viking) in the shed for now. I did point out at the top of this article about being Bambi on ice!

The team have worked on branding and campaign projects with Cycle Derby and Black Mountain Bikes.

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If you are launching a new product to market and would benefit from WDA Automotive’s expertise, simply get in touch with us via our contact form!

Unless you live under a rock, you know who Clarkson is. Once again, he’s recently done his best to get ‘cancelled’, but we’ll gloss over that for now.

For this more light-hearted bit of ‘news’, let me introduce you to an Australian fella named Alex Apollonov. Didn’t know the name? No, me neither until I Googled him.

You might know his YouTube channel; ‘I did a thing.’

He currently has 3.7 million subscribers and puts out some extremely popular videos (amongst certain demographics, anyway).

They usually involve bad ideas, rudimentary engineering, and self-peril. Have a watch for yourself – it’s difficult to explain the content he makes, other than to say it’s endearingly stupid.

You may have already jumped the gun about why these people from separate sides of the world crossed paths…

Jezza’s company Curdle Hill Farm Ltd (i.e. Diddly Squat) trademarked his famous phrase ‘I did a thing!’ in October 2021, to use on t-shirts and merchandise. 

The result?

Yep, YouTube’s ‘I did a thing’ threatened legal action, with tongue firmly in cheek, Tweeting;

“My cousin’s girlfriend’s sister is a lawyer, and she is pretty good. You better watch out”

Yes, it was a year ago, but it makes me smile and sets up the next bit… 

Anyway, no love lost and was lost and the Twitter community smirked, but it makes you wonder what a minefield a trademark can be.

Does someone else with a global audience already ‘own’ it?

What or who might you accidentally be associating yourself with?!

Lee wrote a great blog a little while ago called Effective Automotive Brand Naming, so I won’t copy his homework and go down that rabbit hole.

For a business to really prosper, you do need a clear, well-defined brand. It is important to distinguish between a brand and trademarks though. A trademark can be a name, logo, colour, phrase, or even a sound that identifies your brand.

Brand, as your identity, is much wider. It’s your image, personality, culture, and reputation. Here’s more about developing a brand identity on our blog from Sam.

You can easily find plenty of stories about some unintentional (and some very intentional) trademark disputes. A few countries don’t seem to play by the rules (ahem, China) but that’s a conversation I’m not qualified to get involved in.

With your identity, what’s important is being unique, taking legal ownership of what makes you unique, and knowing when to brush it off gracefully when you accidentally tread on someone’s toes.

If you want to chat about any aspect of brand strategy, positioning, visual identity or even naming (especially considering the above) we’ve been doing it for 25 years – give the office a call on 01332 372 728 or pop over an email.

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