Thursday, 16 October 2008

Will sueing make Absolut cool again?

Absolut Vodka is suing Absolute Radio for infringement of its trademark. What’s going on? Last I knew, absolute was an everyday descriptive word (to use trademark language). As you can’t trademark everyday descriptive words in the UK, I’m not sure how it will infringe on Absolut’s trademark.

Although I can understand Absolut trying to claw back its ‘we used to be achingly cool when we were only sold in style bars’ image (and therefore not wanting to be associated with an endless stream of Coldplay and Keane), I’m guessing people can tell the difference between a radio station and a vodka brand.

Oh, and the process of suing makes you look more corporate powerhouse than style brand.

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