Fighting to protect your brand and its image is an important part of owning something valuable, but knowing when not to can be just as important too.

In this particular instance PSG felt that M.I.A's doctored football shirt was incorrectly portraying the values of their club and as such damaging their image, but their attempts to begin legal proceedings against her may well have done far more damage instead.

When bringing legal proceedings it is always important to think about what people will think about you doing so. Obviously where you own the rights to a valuable trademark or copyright you don't want people taking advantage of its value, but at the same time you have to be careful about devaluing it yourself through over the top retaliatory action.

PSG must have know that their legal action would garner front page news, especially with someone as well known as M.I.A involved. Maybe in this instance the saying "there is no such thing as bad publicity" should not be ignored and maybe PSG are far more savvy than I'm giving them credit for?!