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Tag Archives: Truncation

The Careful Timing of Trademark Truncation

Posted in Articles, Branding, Loss of Rights, Marketing, Product Packaging, Trademarks, Truncation

A recent stroll through a big box store opened my eyes to a brand of steel toe boots I hadn’t encountered before, take a look at the CAT that will be protecting my son’s toes this Summer: CAT is an excellent example of successful trademark truncation, a single-syllable truncated brand name for the four-syllable CATERPILLAR… Continue Reading

Absolut Apologies, Comparisons, Truncations

Posted in Advertising, Articles, Branding, Fair Use, False Advertising, Food, Marketing, Trademarks, Truncation

It has been a while since a billboard campaign has caught my interest and attention, but the currently running Absolut Goes Dark ads are an exception worth noting: Isn’t it interesting — at least in this context — how the simple references to Jack, Johnnie, and Jim, draw an obvious comparison to the distilled spirits… Continue Reading

Eh, it’s Ey?

Posted in Branding, Domain Names, Guest Bloggers, Infringement, International, Loss of Rights, Marketing, Trademarks, Truncation, USPTO

Ernst & Young, here is to hoping you can take a little joke about your new truncated name, EY: We’ve written a lot about the potential hazards of brand truncation here, and when one of our talented guest bloggers brings this unfortunate story to our attention, we simply couldn’t resist spilling a little digital ink from our perspective. According… Continue Reading

Visa Branding: A Combined Alpha & Brand Verbing Alert

Posted in AlphaWatch, Branding, Marketing, Trademarks

We have been following the truncation trend to single-letter branding symbols for some time now. Visa appears to be heading in this direction with the relatively new V logo:                                                                              Based on trademark filings at the USPTO, it appears Visa began using this single-letter V logo by itself back in 2008 with the launch of a… Continue Reading

Exposing Two-Face Brands

Posted in AlphaWatch, Branding, Goodwill, Guest Bloggers, Marketing, Trademarks

I’m not talking about brands that say one thing and do another. I’m not talking about brands that don’t live up to their promise. I’m literally talking about brands with two faces. One face may be confident, complicated, technical, professional, and/or formal. Let’s call him, Stephen. The other face might be friendly, simple, approachable, engaging, and/or informal… Continue Reading

GM’s Chevy Trademark Dodges Fatal Lyrics: “This’ll Be The Day That I Die”

Posted in Branding, Famous Marks, Goodwill, Loss of Rights, Marketing, Trademarks

My trademark antennas automatically rise when I hear about a brand owner announcing plans to trade in one brand for another, as GM recently and surprisingly did with the Chevy nickname (brand and trademark), in favor of the longer and more formal Chevrolet brand name (and trademark). Hat tip to Nils Montan of IPAlly, for spotting GM’s Chevy veering… Continue Reading

Questionable Sports Team Name Truncations?

Posted in Branding, Marketing, Squirrelly Thoughts, Television, Trademarks

         I suppose these questions and remarks may be perceived by some as rubbing salt in the wound, particularly fans of Vanderbilt University Men’s Basketball, and especially following Vandy’s buzzer-beater loss to Murray State in the opening round of NCAA tournament play. So sorry, but my boys are glued to the television, computer, CBS and ESPN during March Madness… Continue Reading

G Doesn’t Grasp Successful Marketing

Posted in AlphaWatch, Branding, Food, Guest Bloggers, Marketing, Product Packaging, Trademarks

In November, I wrote about how Gatorade’s 2009 re-branding as G has been a complete failure. G was an ill-conceived approach to slowing sales in 2007 and 2008. It damaged brand equity, confused consumers and didn’t reverse the trend of falling unit sales. In the final paragraph of my last blog, I noted that PepsiCo… Continue Reading

What’s G? For Gatorade, G is Gruesome

Posted in AlphaWatch, Branding, Food, Guest Bloggers, Marketing, Trademarks

Gatorade’s efforts to re-brand as “G” have been a dismal failure. It seems as if the brand management staff at Gatorade consumed a few too many cold beverages while making this decision, and I’m not referring to refrigerated Gatorades. The history of the G re-brand has its roots in 2007. Unit sales were flat in… Continue Reading

Single Letter Chewing Gum Brands: A Lasting Flavor or Just B S?

Posted in Advertising, AlphaWatch, Branding, Food, Marketing, Trademarks

                 My recent family road trip through the heartland had me spending more time than usual pumping gas and shopping in convenience stores, so a few chewing gum brands "gone single letter" caught my eye. As you may recall, I already have reported on Single Letter Envy in Hotel Branding…. Continue Reading