Recovering from a nasty bout of walking pneumonia over the last couple of days, I probably spent more time (at least, mindless time) in front of the television than the last several months combined.
One thing that caught my eye during a brief and surprisingly mindful moment while I suffered was another brand to recently jump on the brandverb bandwagon, namely, Sonic America’s Drive-In restaurant chain.
Sonic is sporting this new tagline: "This is how you SONIC".
The tagline also appropriately sports an "SM" notice (to communicate trademark, actually, service mark status) and it is also appropriately supported by a federal service mark application, filed back in April, and published for opposition just days ago.
Nicely played, SONIC marketing and legal teams.
- Just Verb It? A Legal Perspective on Using Brands As Verbs: Part I
- Just Verb It? Part II: A Legal Perspective on Using Brands As Verbs
- Just Verb It? Part III: Testing the "Slippery Slope" of Using Brands as Verbs
- Managing The Legal Risk of "Verbing Up" Brands and Trademarks
- How Realistic is the Risk of Trademark Genericide?
I’m not worried about genericide with this SONIC brandverbing, are you?