Kogan using orange: is this being petty?

Forums › New Zealand Mobile and Wireless › Kogan using orange: is this being petty?

ajw

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#257077 13-Sep-2019 17:29

Kogan user orange in some adverts. Skinny complained. Kogan changed to pink. Is this being petty. What do you think?

https://www.nzherald.co.nz/business/news/article.cfm?c_id=3&objectid=12266917

JayADee

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#2317303 13-Sep-2019 17:38

On a skim read, no as I identify Skinny by that orange and white, but if the colour orange isn’t super close then yeah.

Senecio

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#2317352 13-Sep-2019 18:30

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.

hio77

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#2317358 13-Sep-2019 18:38

i find it interesting that they changed to exactly the shade of spark Pink instead...

Just move from one legal argument to the next?

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#2317360 13-Sep-2019 18:46

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.

hio77

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#2317363 13-Sep-2019 19:23

tbh if they wanted to play on someones advertising, wouldnt Red be the right option?

At least then the colour matches the network....

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#2317435 13-Sep-2019 21:27

hio77:

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?

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chevrolux

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#2317443 13-Sep-2019 22:36

Well they've just gotten a whole bunch of free advertising from this so I say Kogan 1, Spark 0.

...they clearly need to save money on advertising because some of their plans look like they are giving services away! Let's see how long they can string that out for.

Edit: also they need to advertise like NZ telco's do with simple monthly plans. We aren't used to seeing the full term of the contract like AU customers.

ajw

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#2317507 14-Sep-2019 07:44

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.

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#2317757 14-Sep-2019 13:25

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.

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