Naturally, the post I wrote about Paris Hilton around the time of her jail sentence drew some comments, but more interesting were the debates about the American Red Cross and Johnson & Johnson’s use of the red cross symbol.  I also enjoyed re-reading the comments about Pepsi’s Sierra Mist Cranberry Splash product.  I still haven’t found it in my local stores to try it! 

Here’s a recap of some of the topics that got Brandcurve’s readers talking in 2007:

Sierra Mist Cranberry Splash Back for the Holidays

Beyonce Knowles & Samsung Announce B-Phone

Johnson & Johnson Sues American Red Cross Over Trademark

The Disney Brand & Wine: Not a Good Match

Disney Says 4-Year Old Boys Should Wear Perfume

Is Paris Hilton Hurting the Hilton Brand

Thanks for joining the conversation!

Post from: EveryJoe

Branding Topics That Got People Talking in 2007

According to an article from the Associated Press, “Johnson & Johnson began using the red cross design as a trademark in 1887 — six years after the creation of the American Red Cross but before it received its congressional charter in 1900. The lawsuit contends that the charter did not empower the Red Cross to engage in commercial activities competing with a private business.”

Apparently, Johnson & Johnson and the American Red Cross have cooperated amicably in the use of the red cross symbol in the past, but those days are over.  Johnson & Johnson claims the American Red Cross is now licensing the red cross symbol on products in an effort to make a profit.  The American Red Cross, which is currently operating in a deficit, runs solely on donations.  They defend their actions by stating the products in question, including baby mitts, nail clippers, combs, toothbrushes, hand sanitizers and humidifiers, are part of health and safety kits.  Profits from the kit were less than $10 million and were applied to the American Red Cross’s disaster relief efforts.

If that’s not bad enough, Johnson & Johnson demanded in court papers that all products in question be delivered to its headquarters facility for destruction.  The lawsuit also names the four licensing partners involved and requests that the American Red Cross pay punitive damages.

What can I say?  Sounds like J&J is bullying the American Red Cross.  Perhaps they’re angry that they didn’t get to make the products in the kits.  Who knows.  Frankly, when I see the red cross symbol, I associate it with the American Red Cross brand, not the Johnson & Johnson brand.  If anything, maybe it’s time for Johnson & Johnson to start thinking of revamping its 100-year old trademark. 

What do you think?  Does Johnson & Johnson’s lawsuit seem appropriate? 

Post from: EveryJoe

Johnson & Johnson Sues American Red Cross Over Trademark