Is it copying, is it modelling or is it just good marketing?
Motel 6, Super 7, Super 8?
That is the question when so much is being created and disseminated on the Internet. Some say we are producing and capturing more data each day than was seen by the entire civilization from the beginning of time. With that fact, there are bound to be references that are similar or the same in such a large pool of data (and that pool starts with discussions around petabytes, exabytes and zettabytes of information).
We all draw inspiration from our readings, research and experiences. There seems to a fine line (which I’m sure trademark and copyright attorneys will find and define) between inspiration and outright mimicry. The great painters studied and “copied” style, but eventually they made it their own. That is good marketing.
The problem with outright copying is not the courts, it’s that we don’t know what is going on behind the scenes with a brand’s strategy, development, targeting and final goals. You may be leading your brand down the wrong road with a copied concept.
The question is not, “should we copy this clever idea?” The question to ask is, “Is this clever idea authentic to my brand?” The negative branding line, Got Milk? worked for milk producers. Got _______ (insert your parody)? probably did not work for your brand.