what's in a name
Posted by Courtney Cantor on August 13, 2014 12:33 PM
The United States Patent and Trademark Office has shot down a registration by the streetwear brand FUCT for the term "FUCT" for "athletic apparel," finding that the word is the phonetic equivalent (past tense) of that oh-so popular curse word sometimes called "the F-word" in polite company.
US Trademark Law prevents the registration of any trademark that "consists of or comprises immoral, deceptive, or scandalous matter; or matter which may disparage or falsely suggest a connection with persons, living or dead, institutions, beliefs, or national symbols, or bring them into contempt, or disrepute," but what's "immoral, deceptive, or scandalous" is open to interpretation, of course.
The famed clothing brand French Connection faced no hardships in the US when registering for FCUK because it was an "acronym" for the brand's "French Connection UK" moniker, even though FUCT's trademark filing argued that it's a coined word and an acronym for "Friends U Can't Trust."
It is not uncommon for a company to push the boundaries of decency in its pursuit of a provocative brand name or logo, as FUCT founder Erik Brunetti (who last year published a book with Rizzoli about the brand's evolution as an in-your-face icon of skateboarding, graffiti and street culture) has stated was his intention. After all, as the popularity of TMZ and the Kardashians have shown us, the public is often captivated by a little bit of scandal.Continue reading...
Posted by Sheila Shayon on August 4, 2014 01:46 PM
Aeropostale is just the latest former cool kids brand to give itself a facelift in light of increasing competition from fast fashion brands including Forever 21, H&M and Uniqlo.
The clothing retailer has launched Aero Now with a campaign that shows off the brand's new visual and verbal identity in stores, with AERO now its name on its stores, on its website (even if the URL aero.com is already claimed) and across mobile and social media (as Mobile Commerce Daily noted) that's timed to this week's back-to-school push across North American retail.
Its new positioning is summarized in the tagline, "You've changed, so we've changed" — which hints at the major restructuring underway at the brand.Continue reading...
Posted by Darcy Newell on July 25, 2014 11:14 AM
You know about Siri and Google Now, and you may have heard about Microsoft’s recent beta launch of the Cortana intelligent personal assistant with Windows Phone 8.1.
But there’s an even newer, natural language UI-powered, virtual assistant on the scene, ready to respond to users' voice commands for everything from reminders to directions to texting. BlackBerry has announced its plan to launch its own assistant feature this fall, available on the upcoming BlackBerry 10.3 operating system and the much-anticipated smart phone release, the BlackBerry Passport.
According to a post on the Inside BlackBerry blog, this new virtual assistant feature will boast capabilities currently unavailable in the market today, such as reading email messages and marking them unread, or turning on the flashlight function.
We’ll have to wait a few months to determine whether BlackBerry’s assistant offering will truly “walk the talk” next to its peers. But in the meantime, it's interesting to consider BlackBerry’s naming approach.Continue reading...
Posted by Nicole Briggs on July 22, 2014 02:04 PM
CrossFit: chances are you’ve tried it, either loved it (or hated it) or know someone who can’t live without it. The fitness phenomenon launched by Greg Glassman in 2000 has grown from cult popularity to an expansive lifestyle brand based off its strength and conditioning programs.
Today, there are more than 9,000 affiliated gyms, and although CrossFit Inc. licenses its name to those gyms for an annual fee, having thousands of affiliated locations across the world makes it extremely hard to fish out the reals from the fakes.
After all, part of the success of a brand could be directly related to the how well they police their trademark(s), and CrossFit's legal team is no stranger to the good ol' cease and desist letter. The brand has previously gone after Cross Gym, CrossFat, Caldera Cross-Fit, CrossFitFood and Don’t Cross Me, I’m Fit, to name a few.
The brand has an even greater responsibility to protect its name thanks to the lucrative 10-year deal it signed with Reebok in 2010 that has been largely responsible for the brand's mainstream proliferation with branded workout gear, Reebok-branded CrossFit gyms and its title sponsorship of the annual CrossFit Games, which kick off this Friday.Continue reading...
Posted by Penelope Davis on July 4, 2014 04:36 PM
According to the American Pyrotechnics Association, the sale of consumer fireworks could pass $675 million this fireworks season.
Amidst the oohs and ahhs and smiles of the old and young alike are those brilliant bursts of artistic sparkles. Firework names certainly have come a long way from the black cat, cherry bombs, bottle rockets, Roman candles, and the beloved sparklers many of us grew up with.
But as brand and product naming across most industries has shifted to more storytelling and emotional connections, so has the world of fireworks—and firework names.Continue reading...
Posted by Mark J. Miller on June 18, 2014 11:56 AM
The fight against the Washington Redskins mascot just got a whole lot more interesting.
Today, the US Patent and Trademark Office cancelled the organization's trademarks related to its team mascot after the Trademark Trial and Appeal Board (TTAB) ruled that the marks were "disparaging" to Native Americans.
While the trademarks are no longer viable, the team can continue to use them—though with no protection from unauthorized merchants that sell Redskins gear, a stipulation that could drive the team's valuation down over time.
The action was the result of a lawsuit against the team filed by “five Native Americans” eight years ago, the USPTO said. “This victory was a long time coming and reflects the hard work of many attorneys at our firm,” lead attorney Jesse Witten, of Drinker Biddle & Reath, told the Washington Post.Continue reading...
sip on this
Posted by Dale Buss on June 11, 2014 03:43 PM
Coca-Cola’s global efforts to preserve its sales—and the essential nature of its brand and products—is beginning a crucial new test in the UK as the company launches both its new reduced-sugar Coca-Cola Life beverage and introduces a new anti-obesity campaign there simultaneously.
With 36 percent fewer calories and 37 percent less sugar than real cola, Coca-Cola Life will hit UK shelves in September, having passed its marketing launch in Argentina and Chile in 2013. Its upcoming launch in the UK will mark Life’s arrival in Europe (and the first new Coke product there since the launch of Coke Zero in 2006); no plans have been announced to roll it out in the US yet.
One reason Coke presumably started with Life in South America is that the drink is sweetened partially with stevia, a natural plant-derived substance that is native to the continent. PepsiCo has pooh-poohed the possibilities that global consumers will embrace stevia in colas because of aftertaste concerns, while still experimenting with the sweetener.Continue reading...
sip on this
Posted by Mark J. Miller on May 30, 2014 06:25 PM
The brand of New York City's Brooklyn borough has been rising for years and is now so stamped on American culture that it is easy to caricature. Brooklyn Brewery, one of the fastest-growing craft brewers around, has benefited from the borough's brand rise and its latest step is giving it (and the borough) a more global reach.
According to Bloomberg, the brewer has partnered with Carlsberg, its Swedish importer, and D. Carnegie & Co. to open a new brewery in Stockholm, Sweden, that will sell their wares. Sweden is the second-most popular market for Brooklyn beers outside of the borough itself, but the new brewery won't be just serving up traditional Brooklyn brews. A whole new line of beers, Nya Carnegie, are flowing from the taps there since it opened in early April.Continue reading...