Kogan user orange in some adverts. Skinny complained. Kogan changed to pink. Is this being petty. What do you think?
Colour is a big part of brand identity. My company go so far as to not use standard colour charts (Pantone etc..) so we can develop custom colours that can be registered as trademarks.
Brands have an intrinsic asset value so no, not petty at all. Perfectly reasonable to protect your assets.
While I don't think many would get confused between Kogan and Skinny if they used the same colour it feels like Kogan would be riding off Skinny's advertising to promote Kogan.
If you were a Kogan mobile customer, you would associate that colour back to Kogan every time you saw it - regardless of whether it was a Kogan ad or a Skinny and its much more likely Skinny will have heavier advertising than Kogan.
tbh if they wanted to play on someones advertising, wouldnt Red be the right option?
At least then the colour matches the network....
And bite the hand that feeds it?
They keep cranking out deals in Aussie with even better value so they must be still making money. About time the NZ mobile market had a shake up. It will be interesting to see how cheaper pricing becomes especially with the Christmas season approaching.
Got to say I hadn't seen this story, but my only thought is that Spark are being incredibly precious. I've never understood the whole trademark similarity thing, no matter what angle I look at it from it always come back to it just being a way for companies to stifle competition.