Atentie la Chanel, s-ar putea sa aveti nevoie de un avocat

In plin sezon al prezentarilor internationale de moda, supriza vine de la Chanel si un nou tip de agresivitate. Ajunsa o marca globala, Chanel se lupta din rasputeri pentru a nu ajunge in limbajul cotidian, altfel spus sa nu ajunga din nume propriu substantiv comun (cum e cazul xerox sau kleenex).

In prestigioasa publicatie Women’s Wear Daily, Chanel a cumparat publicitate si a afisat un text mare pentru a atentiona pe toata lumea cum sa NU foloseasca numele marcii, pentru a nu se trezi dati in judecata de Chanel. Exact acelasi gest l-a mai facut si in trecut.

"A note of information and entreaty to fashion editors, advertisers, copywriters and other well-intentioned mis-users of our Chanel name: Chanel was a designer, an extraordinary woman who made a timeless contribution to fashion. Chanel is a perfume. Chanel is modern elegance in couture, ready-to-wear, accessories, watches and fine jewelry. Chanel is our registered trademark for fragrance, cosmetics, clothing, accessories and other lovely things. Although our style is justly famous, a jacket is not ‘a Chanel jacket’ unless it is ours, and somebody else’s cardigans are not ‘Chanel for now.’ And even if we are flattered by such tributes to our fame as ‘Chanel-issime, Chanel-ed, Chanels, and Chanel-ized’, PLEASE DON’T. Our lawyers positively detest them. We take our trademark seriously."

Situatia este cu totul surprinzatoare in universul contemporan al marcilor globale obsedate de control.  Un brand ajunge astfel sa-si doreasca a controla pâna si modul de a vorbi al oamenilor. Ne asteapta oare o lume in care suntem controlati pe toate canalele si se naste Politia de Brand?

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