Monday, October 13, 2014

How Can You Trademark "How?"

According to a Yahoo Finance article, "Dov Seidman, is in the business of helping companies create more ethical cultures. He has distilled that business to a single three-letter word: how. President Bill Clinton wrote the foreword to his book, How: Why How We Do Anything Means Everything.€ So when Chobani Yogurt began an ad campaign highlighting their special filtering methods of manufacturing, their choice of slogan "How matters" (as in "how it is made matters") they ran into a trademark infringement claim from Seidman.

According to Mr Seidman, he thinks Chobani is using the slogan to show that it is an ethical company  - and that is his expertise. Apparently the idea is to buy Mr. Seidman's ethics programs, but if they work, you are not supposed to let anyone know.

It will be interesting to see how "How" is handled by trademark law and how the whole "How" thing comes out.

I suppose if "Eat More Kale" can be deemed to cause consumer confusion with "Eat Mor Chikin" then anything is possible.

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