Ability to stand people

Today I rediscovered for myself a term ability to stand people. First thing came in my mind – ability to stand people can be used to describe person who is able to communicate with a lot of people all day long and not feel exhausted (this is very essential in service sector occupation, for instance, in shop assistant’s, teacher’s and in flight attendant’s work). The other meaning if about someone is said he/she are able to stand people actually describes person’s ability to deal with various people in terms of their social status, state of health and age and overcome inside barrier. Flight attendant must have answers to questions of every passenger (they must feel to be taken care, the best care). That’s exactly what a good brand should have – ability to stand people!

Does Brand flexibility go beyond the brand?

Don’t have to be a sport lover to have heard about Zinedine Zidane’s head-butt in the World Cup final against Marco Materazzi- richly covered story by media in 2006. For those who have missed it – a brief description before moving on.

Zizou’s head-butt became an inspiration to Internet gamers, musicians and comedians. More creative Zhao Xiaokai, general manager of a sport-related company in China, paid around 200 dollars to register a trade mark (for clothing, shoes, hats and beer products) representing two shadows that look precisely like the two footballers when Zidane head-butted. Due to intellectual property rights if anybody wants to use the image again, it will cost 100.000 dollars.

Is it parasite-brand age?

Zidane brand itself is worldwide known as a result recognition level of this trademark is very high. Therefore soccer star's image rights are not violated because it’s just a silhouette. Evidence for Mike Tyson’s famous bite Evander Holyfield's ear still is very expensive chocolate ear souvenirs. I wonder, why I havn’t heard about trademark reflecting Justin Timberlake’s behaviour during the Superbowl halftime performance when he popped off part of Jackson's corset, exposing her breast. Zizou’s and Tyson’s case brings food for fought – it seems in commercialised world gaps can be found everywhere! As world is rocked by several big companie’s names and to find new marketplace becomes harder and harder, as Zhao Xiaokai has understood – it’s more profitable and more easy to be a parasite on existing substructure than create new one. As Mika sings: relax, take it easy!

Catch 22 with property rights

Easy way going arises a question of property rights. „It is possible that Zidane and Materazzi will argue that Zhao has no rights to trade mark the head-butt image, even as a silhouette, given that they arguably are still recognisable” was said in Out-Law website (on the one hand the commercial value of personal endorsements by third parties should be limited by law. Property rights are protected by licences and patents, but it’s impossible to predict what on earth can every „zhaos xiaokais” come up with. But on the other hand in property rights law should be included more restrictions to avoid such absurd cases as the US Olympic Committee brand protecting activities. "Years ago the US Olympic Committee hit back against anyone who dared to use the word 'Olympics' to describe some sort of competition, In the UK, the use of the word 'Olympic' could be barred under copyright law and therefore perhaps even the digits '2012.'"