Deisel, Guccy, and Other Success Stories

Adaptive logos

In a classic “if you can’t beat them, join them” move, the fashion company Diesel recently opened a pop-up shop that offered Deisel-labeled knock-offs of its own products at a greatly reduced cost. The shop was mobbed, giving Diesel/Deisel what will be seen by trademark defenders as a Pyrrhic victory and by marketing experts as pure genius.

Playing both sides of the fence-offering the real McCoy as well as real McCons-may be an marketing opportunity for companies that sell consumer retail goods. Gucci did the same thing in 2017 by producing a Guccy logo and products. The companies may not make a bundle, but they can benefit financially ever so slightly from the fakes and take a bit of business away from actual trademark infringers, plus garner plenty of publicity in the process.

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