False Advertising

Absorbing all the television commercials in between football action on the field can be as much fun on Super Bowl Sunday as the actual game itself, at least for trademark and marketing types, especially when your favorite team isn’t even on the field.

One of my personal favorites from this past weekend’s Super

In many contexts of our life experience, "fine" sadly seems to have drifted toward embodying mediocrity.

Consider this all too common dialogue: "How are you?" "Oh, I’m fine."  Or, perhaps, "Just fine."

Translation: "O.K.," "average," "acceptable," "passable," "satisfactory," "I can’t complain," "I’ve been better," or maybe "could be much better" . . . .

After all, how interested or excited does someone sound with their "fine by me" response to your generous invitation or suggestion? Especially when accompanied by emoticons or real-life eye-rolling body language?

Whatever happened to the leading dictionary meanings of this orally over-used four-letter-word?:

"Of superior or best quality; of high or highest grade: fine wine."

"Choice, excellent, or admirable: a fine painting."

Outside the context of wine, art, food, china, jewelry, dining, and perhaps blogging, extolling fineness does nothing to draw me in.

Perhaps this recognition is consistent with why the term appears in less than 1,500 live marks on the USPTO database. In fact, there are more dead marks including this term than live ones. In addition, it appears less frequently in the USPTO database than other laudatory terms like "best" or "choice" — by considerable margins. And many of the live marks that do exist lead the adjective with another one (i.e., SuperFine Bakery, Veryfine Juice, or Damn Fine Tea) — futher evidence the f-word seems emotionally weak standing on its own.

I’m left wondering whether the term’s meaning decline began with Toni Basil’s "one hit wonder" from 1982 entitled "Mickey," with the ad nauseam lyrics: "Oh, Mickey you’re so fine, you’re so fine, you blow my mind, hey Mickey, hey Mickey." Just a thought.

Having said all that, I’ll have to admit, I’m still definitely a sucker for quaint red neon signs appearing in frost-paned country windows reading "Fine Dining," even when the exterior of the establishment might speak otherwise or even beg to differ. My family certainly can attest that these dining adventures have led to mixed reviews over the years.

In the distant world of comic book grading, a "fine" grade is only a 6.0 on a 10.0 scale, according to CGC. Worse yet, a "fine" designation using the Sheldon Scale of Coin Grading yields a meager 12 out of a possible 70 score.

I’d love to hear from our expert naming friends on the question of how and why the word "fine" has lost its "superior" meaning, at least in so much of our day-to-day common English usage.

Now, when it comes to the context of lawyering, "fine" can mean something much more negative than mediocre: As in, you better read the "fine print" in the contract!

References to "the fine print" also can have negative or controversial connotations in the world of advertising and marketing, as in the context of deceptive or misleading advertising.

So, in my humble effort to rejuvenate the "superior," "excellent," "highest grade," and "admirable" meanings behind the four-letter-word "fine," below the jump you’ll find twelve of my favorite and mighty fine guest posts from a diverse collection of our fine guest bloggers during 2011.Continue Reading When it Comes to Guest Blogging: Fine or Just Fine?

–Dan Kelly, Attorney

More than a year ago, I blogged about high fructose corn syrup getting a makeover.  The Corn Refiners Association has undertaken a campaign to rename high fructose corn syrup as “corn sugar.”   (See SweetSurprise.com and CornSugar.com to be indoctrinated.)

I recently learned that a number of sugar companies (that’s cane sugar

—David A. Gauntlett, Gauntlett & Associates

Companies looking for extra money in these tough economic times may have an answer from the past. The vast majority of insurer denial letters for intellectual property lawsuits lack merit. Therefore, companies who have litigated intellectual property cases and expended significant monies in defense and settlement may be overlooking ready sources of cash through pursuit of coverage claims.

Five Reasons Why Insurer Denials of Intellectual Property Claims May Not Be Well Taken

First, insurers rarely consider all the potential bases for coverage factually implicated by the underlying lawsuits they address. The distinctions necessary to identify pertinent policy provisions may not be possessed by the personnel charged with conducting that analysis.

Second, insurer’s distinctly narrow fact constructions of allegations leads to consistent under-assessment of potential coverage for fact-based claims under “offense” based coverage for “categories of wrongdoing” which often proceed under a bewildering variety of labeled causes of action.

Third, the insurer’s ability to appreciate a potential for coverage requires an ongoing and “neutral assessment” of developments in coverage case law. Mechanisms to communicate this developing law to the claims handling personnel charged with evaluating coverage for such claims are often ineffective and inconsistent with the insurer’s institutional perspective on how coverage should be evaluated.

Fourth, further, when case law, favorable to policyholders arises, it is not disseminated with appropriate instruction to caution claims to personnel to its significance.

Fifth, claims personnel may be the victim of a collective “willful blindness” to case developments that are antithetical to coverage perspectives developed while protecting insurer interests.

Intellectual Property Lawsuits Are Expensive

It is not uncommon, pursuant to AIPLA surveys for companies to expend $500,000 to $1,000,000 for defense of trademark and copyright infringement lawsuits. More than five times that sum may be expended for patent infringement lawsuits. Where insurer denial letters assert erroneous grounds for denial, a distinct opportunity for pursuit of coverage arises.

Ascertaining Whether Buried Treasure Exists Requires a Five-Part Analysis

These issues include:

1.         Did the company give notice to the insurers on risk as of the date of the first alleged “wrongful act” as well as all subsequent carriers and those at higher levels who may have a duty to pay any settlement reached.

2.         If not, was the insurer on constructive notice of the lawsuit and/or settlement.

3.         Has the statute of limitations run on their complaint.

4.         Are facts beyond the complaint available to clarify potential coverage where the law applicable permits reference to such evidence.

5.         Were the insurer or insurers notified of any settlement prior to its consummation where the insurer agreed to defend under a reservation of rights. Continue Reading “Buried Treasure” – Securing Reimbursement for Monies Expended in Past Intellectual Property Lawsuits

As a trademark type, something struck me as odd about the Best Buy logo image appearing on the brand new outdoor baseball scoreboard at Target Field, during the Minnesota Twins recent home opener against the Boston Red Sox, so I captured a photograph to discuss it here on DuetsBlog.

What caught my eye was the curious placement of the 

[Item]: Sterillium Surgical Hand Scrub, 1000mL [Additional Info]: STERILLIUM SURGICAL HAND SCRUB, WATERLESS, SCRUBLESS,, COMPARE TO AVAGARD AND TRISEPTIN. STERILIUM IS NON-STICKY, DRIES FASTER AND PROTECTS HANDS. VERY COMPETITIVE. BEST SELLER IN EUROPEv.               3m Avagard Surgical Scrub 16 Oz

(Medline Sterillium Rub)                                          (3M Avagard Surgical Scrub)

In a very recent false advertising lawsuit, Medline Industries is all lathered up, alleging that 3M Company is playing dirty in the surgical hand antiseptic marketplace by making false and misleading statements in advertising about 3M’s Avagard brand surgical scrub and Medline’s competing Sterillium Rub brand surgical