Source: ENSafrica via monaq.com
This article is of local interest to me.
“The recent storm in the UK about Scottish craft brewing company BrewDog’s decision to invoke its trade mark rights against much smaller rivals highlights the difficulties and negative repercussions that can arise when it comes to enforcing trade mark rights.
So, when BrewDog started pursuing much smaller companies on trade mark issues it became a major story, with people seeing their actions as hypocritical.
The allegation that it was acting like ”just another multinational corporate machine” stung, and the company made it known that one of the two founding partners would personally take care of the situation.
It went on to blame its lawyers for the whole debacle, claiming they had been overzealous and stating that: ”Although they wear suits and are mostly sensible folks, lawyers can sometimes go a bit crazy and forget the kind of business we are and how we behave. They are sorry for their actions and we have put them on washing up duty for a week.”
Trade mark rights are, of course, enormously important, and they should be enforced. But a thoughtful and nuanced approach is often required.
In the case of a company that has a very particular image (like BrewDog), that approach should include a consideration of the brand’s DNA.”