Can we copy whatever brand tagline whenever we want?

Posted on July 26, 2010


I accidentally discovered this tagline on the top banner of the IHG (InterContinental) website

IHG web banner

The Whatever / Whenever concept has been one of W Hotels‘s brand pillars and what they are known for for many years. IHG could not ignore it.

A company like IHG does have massive financial means to develop their own original tagline without walking so obviously on a direct competitor’s flower beds, so what is the rational? Or is there even less creativity and innovation in the hotel industry than what I originally thought?

Fabrice Burtin – July 2010