What’s in a name?
How about one-hundred million dollars? Â If you’re Lindsay Lohan that’s what you think is in your name. Â The news that the Hollywood star is suing E*Trade over their latest commercial has quickly spread. Â From comments on blogs and news sources reporting on the case, there seem to be legitimate arguments favoring both sides represented in the case. Â Reporting on the lawsuit this morning, the Wall Street Journal cited Lohan’s attorney as saying she has had several people who have stepped forward to help prove her case. Â However, comments on the article posted online and accessible at:
http://online.wsj.com/article/SB10001424052748704145904575112070739770554.html
seem to tell a different story.
I tend to agree with them. Â When I watched the ad, Lindsay Lohan didn’t even come to mind – and I consult for Southern California based media companies. Â Maybe I’m wrong, though. Â Maybe E*Trade was alluding to and misusing the Lindsay Lohan brand name. Â I’ve included a link to the YouTube clip. Â I’ll let you watch and decide for yourself.
As you watch, keep this in the back of your head: E*Trade is a fairly formidable company. Â They can afford to run the risk of being sued for something like this. Â (That’s not to say they enjoy being sued or that it’s right for them to get sued – but they can afford it.) Â Small businesses aren’t often so lucky. Â If one ad is misinterpreted, that can be the end. Â It only ever takes one lawsuit to put a small business under.
Have fun with your ads. Â Take a lesson from E*Trade and come up with some fun concept that can communicate your message in an entertaining way. Â Without a doubt, marketing is one of the most fun aspects of business and is likely the most creative one. Â Just make sure that your risks are going to be worth your rewards. Â You don’t want to become a no-name because an ad sounded like a good idea at the time.