What happens when two brands attempt to occupy the same space?
An elemental explosion, probably. We'll find out if the U.S. normalizes relations with Cuba. Will different groups of companies attempt to lay claim to the same brand identities? Well-respected international cigar brands like Montecristo, Cohiba and Romeo y Julieta were established long before Castro came, then split them into separate entities after the fall of Batista.
Sixty years later, and all those sets of separated twins have grown their own way, on either side of the Caribbean Iron Curtain.
The forced separation could end at any time — at the stroke of a political pen.
Then somehow two organisms must vie for the right to sell you your Cohiba. Will this be the mother of all copyright battles, or will we witness some Berlin-style reunifications?
Aficionados of stogies and lovers of courtroom drama should stay tuned.
The C4:
- Your unique position will help your brand occupy that space — alone.
- If you're not assertively copyrighting and protecting your intellectual property, someone else will.
- Politics and marketing are sometimes intrinsically and inextricably interwoven.
- A brand is a brand, but a cigar's a smoke.
