It seems that some time in the 20th century, someone, somewhere, decided that everything had been done before. So the only way to create something new was to reinvent the old.

It’s then when Lichtenstein reinvented Impressionism by silk screening ideas borrowed from Stan Lee. Andy Warhol created pop art by borrowing ideas from the grocer’s shelf. And today, George Lois is being praised at MoMA for his conceptual Esquire covers that “pay homage” to artists like Perugino.

Now, how can your brand be authentic when it’s nothing more than a derivative of other people’s work? For example, take a look at the SoBe advertising. When I first saw their Super Bowl spot, my first reaction was “Gee, that Geico gecko has sure put on some weight!”

Then, I realized this wasn’t the spokes-reptile for an insurance company but one for a beverage company. What’s more, this lizard is just repeating the “Thriller” dance step for step. How does this help create a brand that stands for something meaningful?

Now don’t get me wrong. I am fully aware that using celebrity endorsements to build a brand is a tried and true marketing technique. But when your brand image is based on someone else’s original work, all I have to say is “George, be careful.”

Technorati Tags: George Lois, Esquire, SoBe, Geico gecko, “Thriller”

Filed under: Advertising, Branding, Campaign Critiques