Partners Catherine Holland and Jeff Van Hoosear authored “Using Pop Culture References in Advertisements? Just Do It Right” in the Orange County Business Journal. Access the PDF below to read the full article.
Excerpt: In this age of smartphone cameras and hashtags, an impromptu remark or a right- place-at-the-right-time snapshot can “go viral” and create instant and immense goodwill. Businesses today use social media as a tool to promote and exploit their brands, and to reach an audience that is simultaneously bigger and better targeted. They should be wary, however, when seeking to appropriate or capitalize on pop culture references, and understand that there can be unintended consequences. The following cases are cautionary reminders that a business needs to be vigilant when adopting promotions or trademarks that incorporate words, slogans or images from pop culture. Trademarks, copyrights, right of publicity and public relations issues all must be cleared before filing a trademark application or kicking off a new advertising campaign.
Reprinted with the permission of the Orange County Business Journal
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