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<td colspan="2" style="color: #ffffff; font-family: 'Helvetica', sans-serif; font-size: 1px; letter-spacing: 0px; line-height: 120%; padding: 20px 0;">
A handful of companies have pushed the boundaries of intellectual property law by laying claim to individual colors. But is it really possible to “own” a color?
</td>
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This edition of The Hustle was brought to you by
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Drip
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... know your customers like the back of your hand.
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The Hustle
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Issue #88
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Sunday, January 12, 2020
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<strong>
Can a corporation "own" a color?
</strong>
</h2>
<p style="color: #737373; font-family: Helvetica, sans-serif; font-size: 18px; font-style: italic; line-height: 120%; margin: 0; padding-bottom: 10px;">
A handful of companies have pushed the boundaries of intellectual property law by laying claim to individual colors. But is it really possible to “own” a color?
</p>
<p style="font-family: Helvetica, sans-serif; font-size: 13px; line-height: 120%; margin: 0; padding-bottom: 24px;">
<strong>
BY
<a style="color: #ed4d1f; text-decoration: none; text-transform: uppercase;">
Zachary Crockett
</a>
</strong>
</p>
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<p style="margin-left: 24px;">
On a summer day in 2019, Daniel Schreiber opened his mailbox to find a threatening letter from one of the world’s largest telecom companies.
</p>
<p style="margin-left: 24px;">
In the letter, Deutsche Telekom AG (the parent company of T-Mobile) accused Schreiber’s small insurance startup, Lemonade, of trademark infringement. Schreiber was confused: He hadn’t used T-Mobile’s name. He hadn’t appropriated the company’s logo or tagline. Hell, he wasn’t even in the cell phone business.
</p>
<p style="margin-left: 24px;">
But as he read on, he realized his “crime” was using the color
<strong>
magenta
</strong>
.
</p>
<p style="margin-left: 24px;">
In recent years, companies like T-Mobile have achieved something once thought to be legally impossible: They’ve successfully trademarked individual colors.
</p>
<p style="margin-left: 24px;">
When a color becomes synonymous with a brand — think
<strong>
robin egg blue
</strong>
jewelry boxes,
<strong>
brown
</strong>
delivery trucks, or
<strong>
orange
</strong>
scissors — a company can claim a certain form of “ownership” over it.
</p>
<p style="margin-left: 24px;">
But how is it possible for a single corporation to call dibs on a color? And what effect does this exclusivity have on its competitors?
</p>
<h4 style="border-left-color: #ff5a41; border-left-style: solid; border-left-width: 6px; display: block; font-size: 18px; height: 100%; letter-spacing: 0px; line-height: 22px; margin: 0px; padding-left: 15px;">
<strong>
A colorful history
</strong>
</h4>
<p style="margin-left: 24px;">
Under the umbrella of intellectual property law, the 3 most common applications are the trademark, the copyright, and the patent.
</p>
<p style="margin-left: 24px;">
While corporations routinely file all of these, they use the trademark to (quite liberally) protect anything integral to their brand. Under
<a style="-webkit-text-fill-color: #ff5a41; color: #ff5a41; text-decoration: none;">
legal doctrine
</a>
, this might be “any word, name, symbol, or device [used to] identify and distinguish” a company’s good or service from its competitors.
</p>
<p style="margin-left: 24px;">
When a trademark is granted, it gives a company the exclusive right to use that intellectual property in its respective industries.
</p>
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<img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fthdaily.s3-us-west-1.amazonaws.com%252Ftype%2520chart_20200112085758.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZ0aGRhaWx5LnMzLSJ9:1kXNJm:K_StMQUaq-FL9dJ_Eo4x2fEkuF1npPv0gAWo9ZfdVqs" style="height: auto; padding-top: 10px; width: 100%;"/>
</a>
<p style="color: #5f696c; font-family: Helvetica, sans-serif; font-size: 12px; font-style: italic; line-height: 20px; margin: 0px; padding: 8px 5px 20px 25px;">
Note: Though trademarks are indefinite, they still need to be renewed every 10 years. (Zachary Crockett / The Hustle)
</p>
</td>
</tr>
<!-- START BODY TEXT -->
<tr>
<td class="ignore-defaults brief-style" style="font-family: Helvetica, sans-serif; font-size: 16px; letter-spacing: .3px; line-height: 20px; padding-right: 5px; padding-top: 10px;">
<p style="margin-left: 24px;">
For many years, a color did not, by itself, qualify as a trademark.
</p>
<p style="margin-left: 24px;">
Though companies had successfully trademarked
<strong>
combinations
</strong>
of colors (e.g., Campbell’s soup labels), the US Patent and Trademark Office shot down attempts to trademark a
<strong>
single
</strong>
color. John Deere, for example, would not be permitted to lay claim to the color
<strong>
green
</strong>
in the farm equipment industry.
</p>
<p style="margin-left: 24px;">
Scholars maintained several arguments against issuing single color trademarks:
</p>
<ol style="font-size: 16px;">
<li style="font-size: 16px; line-height: 20px; padding: 4px 0;">
<strong>
Color depletion theory
</strong>
: Only around
<a style="color: #ff5a41; text-decoration: none;">
1,867
</a>
solid Pantone colors exist; if brands all claim a color, we’ll eventually run out.
</li>
<li style="font-size: 16px; line-height: 20px; padding: 4px 0;">
<strong>
Shade confusion theory:
</strong>
It would be hard for the consumer to determine the difference between slight shade variations of colors claimed by brands.
</li>
</ol>
<p style="margin-left: 24px;">
But everything changed when this stuff came along:
</p>
</td>
</tr>
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<tr>
<td>
<a style="color: #ff5a41; text-decoration: none;">
<img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fthdaily.s3-us-west-1.amazonaws.com%252Fpink2_20200112085829.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZ0aGRhaWx5LnMzLSJ9:1kXNJm:K_StMQUaq-FL9dJ_Eo4x2fEkuF1npPv0gAWo9ZfdVqs" style="height: auto; padding-top: 10px; width: 100%;"/>
</a>
<p style="color: #5f696c; font-family: Helvetica, sans-serif; font-size: 12px; font-style: italic; line-height: 20px; margin: 0px; padding: 8px 5px 20px 25px;">
Owens-Corning fiberglass insulation in its trademark pink-dyed hue (Pixabay)
</p>
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<tr>
<td class="ignore-defaults brief-style" style="font-family: Helvetica, sans-serif; font-size: 16px; letter-spacing: .3px; line-height: 20px; padding-right: 5px; padding-top: 10px;">
<p style="margin-left: 24px;">
That, dear readers, is a piece of fiberglass insulation (the stuff that goes behind our walls) from a company called Owens-Corning.
</p>
<p style="margin-left: 24px;">
In the late
<a style="-webkit-text-fill-color: #ff5a41; color: #ff5a41; text-decoration: none;">
1950s
</a>
, Owens-Corning was facing steep competition from other fiberglass insulation companies. At the time, all products were the same “naturally
<strong>
tan
</strong>
” hue; to distinguish itself, Owens-Corning decided to infuse their product with dye.
</p>
<p style="margin-left: 24px;">
For the next 30 years, the company used its unique
<strong>
pink
</strong>
insulation as a marketing tool: It adopted the slogan “think pink,” used the Pink Panther as a mascot, and spent
<a style="-webkit-text-fill-color: #ff5a41; color: #ff5a41; text-decoration: none;">
tens of millions of dollars
</a>
advertising the color.
</p>
<p style="margin-left: 24px;">
In
<a style="-webkit-text-fill-color: #ff5a41; color: #ff5a41; text-decoration: none;">
1985
</a>
, after a 5-year legal battle, Owens-Corning became the first company in American history to successfully trademark a color.
</p>
<p style="margin-left: 24px;">
Ten years later, a second company, Qualitex, went all the way to the
<a style="-webkit-text-fill-color: #ff5a41; color: #ff5a41; text-decoration: none;">
Supreme Court
</a>
to defend its right to trademark its signature
<strong>
green-gold
</strong>
dry cleaning pads. The court ruled that color could, indeed, serve to
<a style="-webkit-text-fill-color: #ff5a41; color: #ff5a41; text-decoration: none;">
identify
</a>
a brand — and in doing so, opened up the floodgates for companies to file their own color trademarks.
</p>
<h4 style="border-left-color: #ff5a41; border-left-style: solid; border-left-width: 6px; display: block; font-size: 18px; height: 100%; letter-spacing: 0px; line-height: 22px; margin: 0px; padding-left: 15px;">
<strong>
What does it take to trademark a color?
</strong>
</h4>
<p style="margin-left: 24px;">
In the decades since that Supreme Court case, a number of companies have successfully trademarked single colors.
</p>
<p style="margin-left: 24px;">
Tiffany & Co. trademarked its famous
<strong>
blue
</strong>
in 1998 — the same year UPS trademarked its “
<strong>
Pullman Brown
</strong>
.” 3M secured its signature
<strong>
canary yellow
</strong>
color for its Post-it notes, Deutsche Telekom AG protected T-Mobile’s famous
<strong>
magenta
</strong>
, and Fiskars has one for
<strong>
orange
</strong>
scissor handles.
</p>
<p style="margin-left: 24px;">
There are even a few you wouldn’t expect: The Wiffle Ball, Inc. has a trademark on
<strong>
yellow
</strong>
for use in bats, and the estate of the late musician Prince currently has one
<a style="-webkit-text-fill-color: #ff5a41; color: #ff5a41; text-decoration: none;">
pending
</a>
for the color
<strong>
purple
</strong>
.
</p>
<p style="margin-left: 24px;">
These trademarks aren’t exclusive to businesses, either. The University of Texas at Austin (
<a style="-webkit-text-fill-color: #ff5a41; color: #ff5a41; text-decoration: none;">
Pantone 159
</a>
) and The University of North Carolina at Chapel Hill (
<a style="-webkit-text-fill-color: #ff5a41; color: #ff5a41; text-decoration: none;">
Pantone 542
</a>
) both have protections on their school colors.
</p>
</td>
</tr>
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<tr>
<td>
<a style="color: #ff5a41; text-decoration: none;">
<img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fthdaily.s3-us-west-1.amazonaws.com%252Fcolors-final_20200112085910.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZ0aGRhaWx5LnMzLSJ9:1kXNJm:K_StMQUaq-FL9dJ_Eo4x2fEkuF1npPv0gAWo9ZfdVqs" style="height: auto; padding-top: 10px; width: 100%;"/>
</a>
<p style="color: #5f696c; font-family: Helvetica, sans-serif; font-size: 12px; font-style: italic; line-height: 20px; margin: 0px; padding: 8px 5px 20px 25px;">
A few of these companies, like Cadbury, have since lost their color trademark in legal disputes (Zachary Crockett / The Hustle)
</p>
</td>
</tr>
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<tr>
<td class="ignore-defaults brief-style" style="font-family: Helvetica, sans-serif; font-size: 16px; letter-spacing: .3px; line-height: 20px; padding-right: 5px; padding-top: 10px;">
<p style="margin-left: 24px;">
Plenty of brands trademark certain colors that might appear in conjunction with a logo (think, for instance, McDonald’s
<strong>
red
</strong>
and
<strong>
yellow
</strong>
, or Facebook’s
<strong>
blue
</strong>
). But these companies have done something different and far rarer: They have trademarked literal swatches of color.
</p>
<p style="margin-left: 24px;">
“Usually a company does this when its business model relies, to some extent, on a particular color,” says Jeffrey Samuels, a professor emeritus at The University of Akron School of Law. “It will trademark a color to prevent other companies from using it.”
</p>
<p style="margin-left: 24px;">
An important distinction, adds Samuels, is that a company with a color trademark only “owns” the color in connection to particular goods or services.
</p>
<p style="margin-left: 24px;">
Take, for instance, the purple trademark from Prince’s estate, Paisley Park Enterprises. The trademarked image is the color purple alone — no words, no logos, no other form of branding. If granted, it will give them a claim to the color
<strong>
purple
</strong>
for use in live music venues. Purple alone, they claim, is enough to ID their brand.
</p>
</td>
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<tr>
<td>
<a style="color: #ff5a41; text-decoration: none;">
<img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fthdaily.s3-us-west-1.amazonaws.com%252Fprince_20200112085941.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZ0aGRhaWx5LnMzLSJ9:1kXNJm:K_StMQUaq-FL9dJ_Eo4x2fEkuF1npPv0gAWo9ZfdVqs" style="height: auto; padding-top: 10px; width: 100%;"/>
</a>
<p style="color: #5f696c; font-family: Helvetica, sans-serif; font-size: 12px; font-style: italic; line-height: 20px; margin: 0px; padding: 8px 5px 20px 25px;">
A trademark filed by Paisley Park Enterprises seeks to secure a shade of purple (Pantone color “Love Symbol #2”) for use in musical performance (Justia)
</p>
</td>
</tr>
<!-- START BODY TEXT -->
<tr>
<td class="ignore-defaults brief-style" style="font-family: Helvetica, sans-serif; font-size: 16px; letter-spacing: .3px; line-height: 20px; padding-right: 5px; padding-top: 10px;">
<p style="margin-left: 24px;">
To successfully secure such a trademark, a firm must
<a style="-webkit-text-fill-color: #ff5a41; color: #ff5a41; text-decoration: none;">
prove
</a>
that a single color:
</p>
<ul style="font-family: Helvetica, sans-serif; font-size: 16px; line-height: 20px; margin: 0 0 0 30px; padding-bottom: 14px; padding-left: 12px;">
<li style="font-size: 16px; line-height: 20px; padding: 4px 0;">
Achieves “
<a style="color: #ff5a41; text-decoration: none;">
secondary meaning
</a>
” (distinguishes a product from competitors and identifies the company as the definitive source of the product)
</li>
<li style="font-size: 16px; line-height: 20px; padding: 4px 0;">
Doesn’t put competitors at a disadvantage by affecting cost or quality
</li>
<li style="font-size: 16px; line-height: 20px; padding: 4px 0;">
Doesn’t serve a
<strong>
functional
</strong>
purpose
</li>
</ul>
<p style="margin-left: 24px;">
This last piece, says IP lawyer Robert Zelnick, means that “a color really has to be quite arbitrary” to be trademarked: It can’t be essential to the production of the product or serve any utilitarian purpose.
</p>
<p style="margin-left: 24px;">
Sometimes, proving all of his can be extremely challenging.
</p>
<p style="margin-left: 24px;">
General Mills, for instance, has
<a style="-webkit-text-fill-color: #ff5a41; color: #ff5a41; text-decoration: none;">
twice failed
</a>
to secure a
<a style="-webkit-text-fill-color: #ff5a41; color: #ff5a41; text-decoration: none;">
trademark
</a>
on
<strong>
yellow
</strong>
for its Cheerios box, on the grounds that the color isn’t synonymous with the brand since too many other cereal companies use it in their branding.
</p>
<p style="margin-left: 24px;">
Pepto-Bismol’s attempts to
<a style="-webkit-text-fill-color: #ff5a41; color: #ff5a41; text-decoration: none;">
trademark
</a>
<strong>
pink
</strong>
were thwarted when a court deemed that the “therapeutic” effect the color had on customers was “functional.”
</p>
<h4 style="border-left-color: #ff5a41; border-left-style: solid; border-left-width: 6px; display: block; font-size: 18px; height: 100%; letter-spacing: 0px; line-height: 22px; margin: 0px; padding-left: 15px;">
<strong>
The color wars
</strong>
</h4>
<p style="margin-left: 24px;">
As the CEO of Lemonade learned, companies that
<em>
are
</em>
granted color trademarks often go to great lengths to enforce them in court — and competitors often challenge their right to monopolize certain hues.
</p>
</td>
</tr>
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<tr>
<td>
<a style="color: #ff5a41; text-decoration: none;">
<img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fthdaily.s3-us-west-1.amazonaws.com%252Flegere2_20200112090017.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZ0aGRhaWx5LnMzLSJ9:1kXNJm:K_StMQUaq-FL9dJ_Eo4x2fEkuF1npPv0gAWo9ZfdVqs" style="height: auto; padding-top: 10px; width: 100%;"/>
</a>
<p style="color: #5f696c; font-family: Helvetica, sans-serif; font-size: 12px; font-style: italic; line-height: 20px; margin: 0px; padding: 8px 5px 20px 25px;">
TOP: T-Mobile CEO John Legere has gone above and beyond to embrace the brand’s magenta hue (Twitter); BOTTOM: A diagram of colors from the T-Mobile/Lemonade incident shows the variance in colors that brands claim to “own”
</p>
</td>
</tr>
<!-- START BODY TEXT -->
<tr>
<td class="ignore-defaults brief-style" style="font-family: Helvetica, sans-serif; font-size: 16px; letter-spacing: .3px; line-height: 20px; padding-right: 5px; padding-top: 10px;">
<p style="margin-left: 24px;">
Over the years, these controversial trademarks have resulted in dozens of lawsuits relating to color “ownership:”
</p>
<ul style="font-family: Helvetica, sans-serif; font-size: 16px; line-height: 20px; margin: 0 0 0 30px; padding-bottom: 14px; padding-left: 12px;">
<li style="font-size: 16px; line-height: 20px; padding: 4px 0;">
In 2002,
<a style="color: #ff5a41; text-decoration: none;">
Mattel
</a>
brought suit against MCA Records for, among other things, allowing the band Aqua to use its trademarked
<strong>
pink
</strong>
color on its album cover for the single, “Barbie Girl.” The judge famously advised both parties to “chill.”
</li>
<li style="font-size: 16px; line-height: 20px; padding: 4px 0;">
In 2010,
<a style="color: #ff5a41; text-decoration: none;">
Hershey
</a>
sued Mars for using
<strong>
orange
</strong>
on the packaging of a peanut butter candy bar. The suit was later dropped.
</li>
<li style="font-size: 16px; line-height: 20px; padding: 4px 0;">
In 2011,
<a style="color: #ff5a41; text-decoration: none;">
Louboutin
</a>
accused Yves Saint Laurent of infringing on its trademark
<strong>
red
</strong>
shoe soles and won.
</li>
<li style="font-size: 16px; line-height: 20px; padding: 4px 0;">
In 2015, toolmaker
<a style="color: #ff5a41; text-decoration: none;">
DeWalt
</a>
won a $54m judgment against a competitor that copied its
<strong>
black
</strong>
and
<strong>
yellow
</strong>
colors, though it was later tossed out on appeal.
</li>
</ul>
<p style="margin-left: 24px;">
But one company has been
<em>
particularly
</em>
protective of its color trademark.
</p>
<p style="margin-left: 24px;">
T-Mobile’s parent company, Deutsche Telekom AG, has spent at least 12 years attempting to prevent competitors — some large, some small — from using
<strong>
magenta
</strong>
.
</p>
<p style="margin-left: 24px;">
Though its trademark covers only a specific variation of the color (
<a style="-webkit-text-fill-color: #ff5a41; color: #ff5a41; text-decoration: none;">
Pantone Rhodamine Red U
</a>
), the company has expanded its definition of magenta to encompass a variety of surrounding hues. Since Deutsche Telekom has its hands in so many projects, it has also been able to defend its trademark in industries outside of telecommunications,
<a style="-webkit-text-fill-color: #ff5a41; color: #ff5a41; text-decoration: none;">
ranging
</a>
from fashion to healthcare.
</p>
<p style="margin-left: 24px;">
In 2008, it went after the rival European wireless carrier
<a style="-webkit-text-fill-color: #ff5a41; color: #ff5a41; text-decoration: none;">
Telia
</a>
. A few months later, it demanded that the tech blog
<a style="-webkit-text-fill-color: #ff5a41; color: #ff5a41; text-decoration: none;">
Engadget
</a>
drop magenta from its mobile logo. In 2014, a judge
<a style="-webkit-text-fill-color: #ff5a41; color: #ff5a41; text-decoration: none;">
ruled
</a>
that AT&T subsidiary Aio Wireless couldn’t use
<strong>
magenta
</strong>
because it would confuse T-Mobile customers.
</p>
</td>
</tr>
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<tr>
<td>
<a style="color: #ff5a41; text-decoration: none;">
<img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fthdaily.s3-us-west-1.amazonaws.com%252Fengadget_20200112090114.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZ0aGRhaWx5LnMzLSJ9:1kXNJm:K_StMQUaq-FL9dJ_Eo4x2fEkuF1npPv0gAWo9ZfdVqs" style="height: auto; padding-top: 10px; width: 100%;"/>
</a>
<p style="color: #5f696c; font-family: Helvetica, sans-serif; font-size: 12px; font-style: italic; line-height: 20px; margin: 0px; padding: 8px 5px 20px 25px;">
A letter sent by T-Mobile’s parent company to Engadget, demanding that the blog stop using the color magenta in its logo (Engadget)
</p>
</td>
</tr>
<!-- START BODY TEXT -->
<tr>
<td class="ignore-defaults brief-style" style="font-family: Helvetica, sans-serif; font-size: 16px; letter-spacing: .3px; line-height: 20px; padding-right: 5px; padding-top: 10px;">
<p style="margin-left: 24px;">
Its latest victim, Lemonade, has complied with T-Mobile’s demand by changing the color of its marketing materials in Germany, where Deutsche Telekom AG is based. The company has also
<a style="-webkit-text-fill-color: #ff5a41; color: #ff5a41; text-decoration: none;">
filed
</a>
a motion in Europe to “invalidate Deutsche Telekom’s
<strong>
magenta
</strong>
trademark.”
</p>
<p style="margin-left: 24px;">
Making changes like this can be costly — especially for bigger firms that spend tens of millions of dollars on marketing and branding strategies.
</p>
<p style="margin-left: 24px;">
But legal fees can also rack up for the companies that constantly trawl for color trademark violations, begging a question:
</p>
<h4 style="border-left-color: #ff5a41; border-left-style: solid; border-left-width: 6px; display: block; font-size: 18px; height: 100%; letter-spacing: 0px; line-height: 22px; margin: 0px; padding-left: 15px;">
<strong>
Is trademarking a color worth all the effort?
</strong>
</h4>
<p style="margin-left: 24px;">
When a company files a trademark in black and white — say a simple logo — the trademark is actually protected in
<em>
all
</em>
color variations by default. Nobody can, say, take the McDonald’s
<strong>
red
</strong>
and
<strong>
yellow
</strong>
logo, make it
<strong>
purple
</strong>
and
<strong>
green
</strong>
, and claim it as his own.
</p>
<p style="margin-left: 24px;">
So, why would a brand go through all the trouble of trademarking a color when they likely already have so many other protections?
</p>
<p style="margin-left: 24px;">
“You only see brands do this when the color is critical to the brand, or sales, or the way the product is marketed,” says Zelnick, the IP lawyer.
</p>
</td>
</tr>
<!-- END BODY TEXT -->
<tr>
<td>
<a style="color: #ff5a41; text-decoration: none;">
<img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fthdaily.s3-us-west-1.amazonaws.com%252Fpopular%2520colors_20200112090151.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZ0aGRhaWx5LnMzLSJ9:1kXNJm:K_StMQUaq-FL9dJ_Eo4x2fEkuF1npPv0gAWo9ZfdVqs" style="height: auto; padding-top: 10px; width: 100%;"/>
</a>
<p style="color: #5f696c; font-family: Helvetica, sans-serif; font-size: 12px; font-style: italic; line-height: 20px; margin: 0px; padding: 8px 5px 20px 25px;">
Across all trademarks (including logos), blue is the color of choice (Zachary Crockett / The Hustle)
</p>
</td>
</tr>
<!-- START BODY TEXT -->
<tr>
<td class="ignore-defaults brief-style" style="font-family: Helvetica, sans-serif; font-size: 16px; letter-spacing: .3px; line-height: 20px; padding-right: 5px; padding-top: 10px;">
<p style="margin-left: 24px;">
Most marketers are aware of the effect color has on consumer behavior. Surveys and studies have shown that:
</p>
<ul style="font-family: Helvetica, sans-serif; font-size: 16px; line-height: 20px; margin: 0 0 0 30px; padding-bottom: 14px; padding-left: 12px;">
<li style="font-size: 16px; line-height: 20px; padding: 4px 0;">
<a style="color: #ff5a41; text-decoration: none;">
62%-90%
</a>
of a consumer’s initial judgment of a product is based on color.
</li>
<li style="font-size: 16px; line-height: 20px; padding: 4px 0;">
<a style="color: #ff5a41; text-decoration: none;">
52%
</a>
of consumers say the color of packaging is an indicator of quality.
</li>
<li style="font-size: 16px; line-height: 20px; padding: 4px 0;">
Color increases brand recognition by up to
<a style="color: #ff5a41; text-decoration: none;">
80%
</a>
.
</li>
</ul>
<p style="margin-left: 24px;">
So, if you’re thinking about making your entire brand one solid color, go ahead and try your luck. Just don’t pick
<strong>
magenta
</strong>
.
</p>
</td>
</tr>
<!-- END BODY TEXT -->
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ON POCKET
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SPONSORED
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<h2 style="font-size: 22px; font-weight: 800; letter-spacing: 0px; line-height: 26px; margin: 36px 5px 16px 22px;">
<strong>
Drip,
</strong>
<a style="color: #ff5a41; text-decoration: none;">
<strong>
the Ecommerce CRM
</strong>
</a>
<strong>
, is built specifically for online stores like yours
</strong>
</h2>
<p style="margin-left: 24px;">
If you’re reading this, you probably work in ecommerce (either that or you skipped over the headline, you naughty little rulebreaker).
</p>
<p style="margin-left: 24px;">
That means you know traditional CRMs don’t really cut it for B2C shops. The CRMs of yore are big, bloated, and built for a 500-person sales org --
<em>
not
</em>
your store.
</p>
<p style="margin-left: 24px;">
Worst of all, like a bad Tinder date, they
<a style="-webkit-text-fill-color: #ff5a41; color: #ff5a41; text-decoration: none;">
lack intimacy
</a>
… and that’s where Drip comes in.
</p>
<h4 style="border-left-color: #ff5a41; border-left-style: solid; border-left-width: 6px; display: block; font-size: 18px; height: 100%; letter-spacing: 0px; line-height: 22px; margin: 0px; padding-left: 15px;">
<strong>
Know everything about your customers, then win their loyalty
</strong>
</h4>
<p style="margin-left: 24px;">
Locking in people’s undying loyalty is no small feat, but using an Ecommerce CRM makes it possible for even the tiniest of shops.
</p>
<p style="margin-left: 24px;">
So,
<a style="-webkit-text-fill-color: #ff5a41; color: #ff5a41; text-decoration: none;">
how does Drip do it
</a>
? Good question, padawan.
</p>
<ul style="font-family: Helvetica, sans-serif; font-size: 16px; line-height: 20px; margin: 0 0 0 30px; padding-bottom: 14px; padding-left: 12px;">
<li style="font-size: 16px; line-height: 20px; padding: 4px 0;">
First, the Ecommerce CRM tracks and gathers
<em>
each
</em>
and
<em>
every
</em>
data point about your customers and how they interact with any of your channels (like your store or emails).
</li>
<li style="font-size: 16px; line-height: 20px; padding: 4px 0;">
Then, it processes that info into the insights you need to deliver personalized content anywhere from inbox to Instagram.
</li>
</ul>
<p style="margin-left: 24px;">
The end result is a better experience that helps drive more first purchases, more second purchases, and, well, basically every purchase after that.
</p>
<p style="margin-left: 24px;">
Sound good?
<a style="-webkit-text-fill-color: #ff5a41; color: #ff5a41; text-decoration: none;">
<strong>
Set up a demo today.
</strong>
</a>
Change your store forever.
</p>
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Grab a Demo →
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How do you like today’s story?
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<img src="https://inboxflows.com/_/image/https%253A%252F%252Fthdaily.s3-us-west-1.amazonaws.com%252Fhate_20191016174739.gif/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZ0aGRhaWx5LnMzLSJ9:1kXNJm:K_StMQUaq-FL9dJ_Eo4x2fEkuF1npPv0gAWo9ZfdVqs" style="height: 35px; padding: 0px 10px; width: auto;"/>
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hate it
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<img src="https://inboxflows.com/_/image/https%253A%252F%252Fthdaily.s3-us-west-1.amazonaws.com%252Fmeh_20191016175602.gif/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZ0aGRhaWx5LnMzLSJ9:1kXNJm:K_StMQUaq-FL9dJ_Eo4x2fEkuF1npPv0gAWo9ZfdVqs" style="height: 35px; padding: 0px 10px; width: auto;"/>
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meh
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<img src="https://inboxflows.com/_/image/https%253A%252F%252Fthdaily.s3-us-west-1.amazonaws.com%252Flove_20191016175447.gif/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZ0aGRhaWx5LnMzLSJ9:1kXNJm:K_StMQUaq-FL9dJ_Eo4x2fEkuF1npPv0gAWo9ZfdVqs" style="height: 35px; padding: 0px 10px; width: auto;"/>
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<br/>
love it
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REFERRALS
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//ambassadors.thehustle.co/?ref=950fce10a7
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YOUR UNIQUE URL
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<a style="color: #ed4d1f; text-decoration: none;">
<img alt="Zack Crockett" src="https://inboxflows.com/_/image/https%253A%252F%252Fthdaily.s3-us-west-1.amazonaws.com%252FZack_20191119212042.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZ0aGRhaWx5LnMzLSJ9:1kXNJm:K_StMQUaq-FL9dJ_Eo4x2fEkuF1npPv0gAWo9ZfdVqs" style="padding-bottom: 10px; width: 60px;"/>
</a>
<br/>
Zack Crockett
<br/>
<span style="font-size: 8px; font-weight: normal; letter-spacing: 1px;">
SENIOR EDITOR
</span>
</td>
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<img alt="Bobby Durben" src="https://inboxflows.com/_/image/https%253A%252F%252Fthdaily.s3-us-west-1.amazonaws.com%252FBobby_20191119212255.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZ0aGRhaWx5LnMzLSJ9:1kXNJm:K_StMQUaq-FL9dJ_Eo4x2fEkuF1npPv0gAWo9ZfdVqs" style="padding-bottom: 10px; width: 60px;"/>
<br/>
Bobby Durben
<br/>
<span style="font-size: 8px; font-weight: normal; letter-spacing: 1px;">
AD WRITER
</span>
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Brad "" Wolverton
</a>
<br/>
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HEAD OF CONTENT
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Roy G. Biv
<br/>
<span style="font-size: 8px; font-weight: normal; letter-spacing: 1px; text-transform: uppercase;">
The rainbow man
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SUBSCRIBE
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JOBS
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EVENTS
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SHOP
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251 KEARNY ST. STE 300, SAN FRANCISCO, CA 94108, UNITED STATES • 415.506.7210
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4 years, 4 months ago - news@thehustle.co
A handful of companies have pushed the boundaries of intellectual property law by laying claim to...