Harrods' Brand Protection Could Backfire
Can you imagine the excitement of your family setting out on a big adventure and sightseeing trip that aims to take in all the great sights: Big Ben, The Tower of London and Buckingham Palace and then tea in Harrods to finish the day off -- those lovely cakes, a nice cup of tea, the ambience and surroundings of one of the world's most famous establishments.
But, hold on a minute, the tea seemed a bit a cheap, the buns weren't quite as fancy as you'd remembered, and as for the surroundings? Oh no, you're not in Harrods, you're in Hollands, a small roadside cafe in Essex -- they fooled you. That logo looked so like the Harrods one that they conned you into going in -- they obviously ruined your family day out.
Of course that couldn't happen could it? Well, according to Harrods and its lawyers it could. I read in a news report recently, Harrods is currently pursuing a small independent cafe in Rivenhall, Essex because it says the logo looks like the Harrods brand. The lawyers say they are simply maintaining their client's brand reputation. I think they're ruining it. Coming across as arrogant, aggressive, and bullying is not the way to go.
Of course, businesses should do all they can to protect their brands. In fact they should do all they can to enhance and promote it, but your brand is not your logo. Your brand is your actions -- it's what you do, and crucially, what you're seen to do. I think Harrods' actions have harmed its brand
Of course, I'm not for businesses passing themselves off as their competitors, but I'm not sure that this example does this. OK, so its logo signature begins with an 'H' and it slopes upwards slightly. (I've just realised that my signature does the same, but no one has ever been into my office and ordered caviar and champagne).
If Harrods were getting lots of letters and emails from customers saying that their children were distraught after their school trips when they hadn't been able to get some special chocolates in a green Harrods bag to take back to her grandma, I'd understand, but it's a cafe, in Essex.
I can't help thinking that Harrods could have enhanced its brand (and still can) by wishing Hollands all the best, maybe sending it a hamper, or even giving it a couple of Harrods vouchers as prizes for customers. It would be a human reaction. I think I'd certainly think better of it.
Small businesses need all the help and support they can get. Harrods could help here and create a lot of positivity for its brand (It would also save on lawyers' fees).
Harrods is a great store, it's an institution, it's even iconic. It is not a small family run cafe by a roadside in Essex.
Hollands is, and I say good luck to them.