Saturday, April 3, 2010

Britney Spears: “The Greatest Freedom Is To Believe In Yourself.” (She Actually Wanted To Say); “The Greatest Freedom Is To Steal Shamelessly.”

Believe (the fragrance) hit the markets in September 2007. It was the fifth fragrance launched by the pop princess Britney Spears, following the Midnight Fantasy fragrance that was launched in late 2006. Although it is a nicer scent, with substantially more depth than Britney’s previous scents, the characteristic femininity and girly sweetness was found in all of her perfumes can also be felt through this one. For Britney and her team, it was all well until people didn’t notice that Britney’s Believe is actually a rip-off of a company called; Mondonation, located in Vancouver, Canada.

Mondonation’s motive was to be tacked together to support plenty of international charities, by donating part of the profits from each shirt sale. “Mondonation has reached thousands of people with the “I believe” t-shirts. All you have to do is watch some of the YouTube videos to get an idea of how many people they’ve reached. This one video has been viewed almost 700,000 times.” Said by Ward Bingham, who is the founder of Mondonation.

Mondonation had a simple but meaningful idea that allowed people to customize a personal text onto a t-shirt, an avowal of something they believe in. Some people choose to write very heartfelt messages such as;

“I believe that people can make a difference every day” and some that are just fun loving or airheaded go with the phrases like; “I believe I am a Punk!”

However, some people say that the plagiarism of the believe logo by Elizabeth Arden may have been an unintentional slip, considering that the font used in the perfume logo is not the same as the original Mondonation “I believe” logo. Some designers have also tried to support this assertion. They say that the similar use of colors could have been an oversight since the colors “pink” and “green” are corresponding to each other on the color wheel, and logo designers are more likely to pick colors that are next to each other on the wheel.

But, in my opinion the team members of Elizabeth Arden (the company behind the believe fragrance) are blameworthy and should be ashamed of themselves for putting out a barefaced copy of another company’s logo, and for potentially damaging the wondrous brand of Mondonation. They should be charged some serious cash for this transgression, but the sad part about this whole thing is that even paying a penalty doesn’t repair the damage that has been done to the Mondonation brand. I hope they pull the fragrance from the market, compensate Mondonation so the “I believe” shirts can continue on being a supportive and successful project.

These are my thoughts about the believe logo stealth and I am going to stick with them for the reason that I am absolutely certain that Britney Spear’s fragrance logo is a crystal clear rip-off, of the Mondonation's logo and if nothing else happens in the favor of Mondonation, a big amount of the sales profits of Britney’s fragrance should go to the charities which are supported by the efforts of Mondonation's line of apparel. This is what I believe. What do you believe?


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