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Rosland Drops “What’s in Your Safe” Tagline?

Posted in Advertising, Articles, Branding, Marketing, Television, Trademarks, USPTO

Cause and effect is difficult to establish when all the relevant facts have not been assembled.

We certainly don’t claim to have all of them here, with Rosland Capital’s current TV commercial.

But, it was easy to wonder about timing, after noticing William Devane’s omission of the previous “What’s in Your Safe?” tagline in favor of “Are You Safe?” — especially given this precious gem:

What’s in Your Tagline, A Strong Trademark?

On November 9, 2015, we questioned the strength of Capital One’s “What’s in Your Wallet” tagline:

“Capital One has taken no apparent action against Rosland Capital’s trademark registration for the tagline What’s in Your Safe? for “telephone ordering services in the field of precious metal ingots and numismatic coins” — the first registration it obtained was not stated in the form of a question (What’s in Your Safe) for “retail store services featuring precious metal ingots and numismatic coins; on-line retail store services featuring precious metal ingots and numismatic coins; retail catalog ordering services via telephone featuring precious metal ingots and numismatic coins.” Capital One didn’t even put in an extension of time to oppose either of those or What’s in Your Pocket? for a credit card holder, leaving me to wonder will any mark other than an identical one get Capital One’s serious attention?”

The USPTO files now reveal that Rosland Capital surrendered its What’s in Your Safe registration and surrendered its What’s in Your Safe? registration, oh yes, six months later, on May 17, 2016, so sorry for our delay in reporting these developing facts.

Are we causing a ruckus, or are we simply reporting the facts?