Never give up.
Because branding is about persisting.
After her 8th attempt, Lizzo an artist with a Cult Brand following successfully trademarks her popular catchphrase ‘100% That Bitch’.
As leaders, we can learn several important lessons from Lizzo.
Persistence pays off: Lizzo failed to secure the trademark for her catchphrase on eight occasions before ultimately succeeding. Despite setbacks, she continued to pursue her goal until she achieved it.
Be proactive: Lizzo recognized the value of her catchphrase and took steps to protect it. Leaders can learn from this example by being proactive in identifying and safeguarding their brands, trademarks, and copyrights before others can infringe upon them.
Consistency is key: Lizzo’s catchphrase was associated with her and her music by consumers because of her consistent use of it. Branding leaders can learn from this example by being consistent in their branding and messaging, which helps to establish a strong connection with customers and reinforce their brand identity.
Stay up-to-date: Lizzo’s trademark was granted in part because there was no evidence of prior use of the catchphrase before she popularized it. Executives can learn from this example by staying up-to-date on industry trends and changes in intellectual property laws to ensure that they are not infringing upon the rights of others or allowing others to infringe upon their rights.
The persistence, proactivity, consistency, and vigilance that Lizzo displays in protecting her brand and intellectual property rights offer valuable lessons for organizations to safeguard their own brand. Remember when Harley Davidson went to court to protect their sound? What elements of your brand are worth protecting? This is something your cult branding playbook should always have in sight.
How successful have you and your teams been in protecting your brand? We would love to know your story.