{"id":13378,"date":"2021-03-17T17:01:36","date_gmt":"2021-03-17T16:01:36","guid":{"rendered":"https:\/\/dev.andersen.dotandmedia.com\/?p=13378"},"modified":"2022-09-23T14:46:07","modified_gmt":"2022-09-23T12:46:07","slug":"cavagna-and-payoff-as-trademarks","status":"publish","type":"post","link":"https:\/\/dev.andersen.dotandmedia.com\/en\/cavagna-and-payoff-as-trademarks\/","title":{"rendered":"Advertising payoffs: when can the slogan be registered as trademark?"},"content":{"rendered":"<p>The topic of advertising payoffs &#8211; that short phrase that is often linked to a brand and mentioned after a company&#8217;s trademark &#8211; is analysed by Gilberto Cavagna of Gualdana in a contribution to <a href=\"https:\/\/www.brand-news.it\/\" target=\"_blank\" rel=\"noopener noreferrer\">Brand-News,<\/a> an online journalistic publication on communication, media and marketing.<\/p>\n<p>Referring to some iconic payoffs, such as Nike&#8217;s &#8220;<em>Just do it<\/em>&#8221; and McDonald&#8217;s &#8220;<em>I&#8217;m lovin&#8217; it<\/em>&#8220;, Cavagna explains what are the legal requirements to be registered as trademarks.<\/p>\n<p>It is fundamental for the slogan to be distinctive. The promotional message must therefore have originality or richness of meaning; it should arouse surprise in those who read it, making them think of elements that are not necessarily explicit. That short phrase, in other words, must be a real distinctive element (like, in fact, the brand itself).<\/p>\n<p>Among the examples analyzed by Cavagna in his article, the Audi and Oatly case.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The topic of advertising payoffs &#8211; that short phrase that is often linked to a brand and mentioned after a company&#8217;s trademark &#8211; is analysed by Gilberto Cavagna of Gualdana in a contribution to Brand-News, an online journalistic publication on communication, media and marketing. Referring to some iconic payoffs, such as Nike&#8217;s &#8220;Just do it&#8221; [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[52],"tags":[],"class_list":["post-13378","post","type-post","status-publish","format-standard","hentry","category-press"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Advertising payoffs: a trademark for slogan? - Andersen Italy<\/title>\n<meta name=\"description\" content=\"In the Brand-News magazine, Gilberto Cavagna&#039;s contribution on advertising payoffs as distinctive brand elements.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dev.andersen.dotandmedia.com\/en\/cavagna-and-payoff-as-trademarks\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Advertising payoffs: a trademark for slogan? 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