In the world of branding, a slogan is more than a catchy phrase — it’s a strategic asset. It shapes how customers perceive a brand and differentiates it from competitors. But what happens when one brand’s slogan sounds suspiciously like another’s? Where do we draw the line between inspiration and imitation?

With thousands of businesses launching every month and AI-generated content on the rise, the risk of creating overly similar or even duplicated slogans has increased significantly. In this article, we’ll unpack the ethical dilemmas, legal risks, and real-world consequences that arise when branding phrases get too close for comfort.

Why Slogans Matter

A good slogan distills a brand’s identity, value proposition, and tone into a few memorable words. Think:

Nike: Just Do It

Apple: Think Different

McDonald’s: I’m Lovin’ It

These phrases aren’t just marketing fluff — they’re trademarked assets. And infringing on one, even unintentionally, can cause serious issues.

Real-World Examples

1. Case: “Move Forward” vs “Keep Moving Forward”

In 2023, a fintech startup launched with the slogan Move Forward. Shortly after, they received a legal notice from an established logistics company that had been using Keep Moving Forward since 2018. While the words differed slightly, the industry overlap and theme similarity sparked a trademark dispute. The startup eventually rebranded to avoid court.

2. Case: AI-Generated Tagline Overlap

In 2024, two small e-commerce brands unknowingly used the phrase Style Your Tomorrow in simultaneous launches, both generated via AI tools. While no lawsuit occurred, it triggered a wider conversation about AI-driven unintentional duplication and how to vet automated content more carefully.

Ethical Considerations: Coincidence or Copy?

It’s not always about intent. Even without malice, using a slogan that’s perceived as too close to another brand can:

• Confuse customers
• Undermine brand trust
• Damage reputation
• Trigger legal claims

Ask yourself:

• Is the phrase generic or uniquely tied to a competitor?
• Does it overlap with another slogan in message or tone?
• Could customers be confused by the two brands?

If yes, it’s likely best to steer clear.

Legal vs. Ethical: What’s the Difference?

Aspect	Legal	Ethical
Focus	Trademark registration and infringement	Brand originality and respect
Outcome	Court disputes, rebranding, and fines	Public backlash, trust erosion
Proof	Similarity, usage, registration status	Perception, fairness, reputation
Prevention	Trademark searches, legal counsel	Competitive analysis, creative integrity

Not all branding dilemmas end up in court, but many play out in the court of public opinion.

How to Avoid Slogan Overlap

Here’s how to ensure your next slogan is both creative and conflict-free:

✅ 1. Conduct a Slogan Search

Use trademark databases like:

• USPTO
• EUIPO
• WIPO Global Brand Database

Also, search Google and social platforms for organic use.

✅ 2. Vet with Your Legal Team

Even if a phrase isn’t trademarked, your counsel may spot red flags based on industry relevance or historical usage.

✅ 3. Avoid Overused Buzzwords

Phrases like “the future of,” “empowering,” “next-gen,” or “moving forward” are high-risk clichés.

✅ 4. Prioritize Originality in the Creative Process

Brief your copywriters or AI tools to reference values, tone, and distinctiveness, not just clever turns of phrase.

✅ 5. Monitor Competitors

Don’t just launch and forget — branding should be periodically reviewed to make sure overlaps haven’t emerged.

What to Do If Someone Copies You

If your brand’s slogan is used elsewhere:

• Document timestamps (domain registration, launch dates, press releases)
• Reach out informally first if it seems unintentional
• Consult IP counsel to assess whether to send a cease-and-desist or file a complaint
• Monitor public response — community perception matters, especially for startups

Protecting Your Slogan Ethically

Step	Action	Purpose
1	Search existing trademarks	Avoid legal overlap
2	Vet industry competitors	Ensure distinct positioning
3	Write original messaging briefs	Reduce the risk of cliché
4	Register your slogan	Gain legal protection
5	Update branding audits regularly	Catch accidental overlaps

Final Thoughts

Slogans are short, but their impact is long-term. In the branding world of 2025, originality isn’t just a creative goal — it’s an ethical and strategic imperative.

So before you hit publish on your next big tagline, ask yourself:

• Is it truly yours?
• Or does it echo someone else’s brand voice a little too closely?

Your answer could make the difference between a viral campaign and a brand crisis.