General Mills recently lost a court battle over trademark rights. They were trying to trademark their famous yellow box but the court decided that too many other cereal boxes also use yellow and consumers are used to seeing that color. The loss will likely not affect sales of Cheerio's but it raises an interesting dilemma for brands. How can we protect the visual identity of our brand? Is the market over saturated with brands and products?....of course, but this case highlights the need for innovative ideas in the CPG space to help differentiate brands and provide insulation from trademark infringement. Not an easy task, but one that needs to done.
If you'd like to read the whole article you can find it here.
Copyright for imagery belong to Adweek.
If you'd like to read the whole article you can find it here.
Copyright for imagery belong to Adweek.
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