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Saturday, April 29, 2006

Tips for creating a new brand

OCLC has a great article which picks the brains of marketing consultants and best selling authors Al and Laura Reis.  The interview regards launching a new brand and contains the following steps to creating a new, sucessful brand:



  1. Find an open category in the mind.

  2. Give that open category a simple name. Sports drink, energy bar, energy drink.

  3. Select a powerful brand name that conjures up vivid imagery. Red Bull energy drink, DieHard batteries, Amazon books, Silk soymilk.

  4. Launch the brand with an intensive PR campaign.

  5. When the brand is established, protect your position with a massive advertising program.


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Company agrees to change name in settlement of trademark infringement lawsuit

We've said in a previous post that a trademark search prior to the adoption of a business name or trademark can help avoid the cost of litigation or the cost associated with changing your business name or trademark. Well, here's a real life situation in which Xten Networks, Inc. agreed to change its name in because of a trademark infringement lawsuit filed by Xtend Communications Corp.


While we do not know whether a search by Xten was done or not, we simply believe that a search would have made them aware of the risk of adopting the Xten name.


The settlement agreement is posted on the Securities and Exchange Edgar site.


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EX-10 3 f10ksbex1011.htm EXHIBIT 10.11 - SETTLEMENT AGREEMENT

SETTLEMENT AGREEMENT AND RELEASE

This SETTLEMENT AGREEMENT AND RELEASE is entered into this 29th day of June, 2005 (the "Effective Date") by and between Xtend Communications Corp. having a principal place of business at 171 Madison Avenue, New York, New York 10016 ("Xtend") and Xten Networks, Inc. having a place of business at 5201 Great America Parkway, Suite 320, Santa Clara, California 95054 ("XNI").


WHEREAS, Xtend is the owner of U.S. Trademark Registration Nos. 2,614,137 and 2,630,138 for XTEND covering "computer telephony software," in Class 9 and "computer software design for others, namely, designing customized programs for office management systems," in Class 42, respectively (hereafter collectively the "XTEND Marks");


WHEREAS XNI commenced use of the term XTEN as a trademark and trade name in connection with computer telephony products and services on or around 2002 (the trademark, trade name and corresponding application hereinafter collectively referred to as the "XTEN Mark");


WHEREAS, Xtend filed a civil action against XNI in the United States District Court for the Southern District of New York on April 18, 2005, Civil Number 05 CV 3930 (SHS) (the "Action");


WHEREAS Xtend and XNI have agreed to resolve forever and finally all claims and issues between them arising from and relating to XNI's use of the XTEN Mark;

NOW THEREFORE in consideration for the promises set forth herein, and for other good and valuable consideration received, Xtend and XNI hereby agree as follows:

1. XNI agrees to cease manufacture, distribution and sale by September 29, 2005 of all goods bearing the XTEN Mark. XNI will not engage in domestic or international sales of such goods after September 29, 2005.


2. XNI agrees to cease all use of the XTEN Mark in connection with services, including informational services, relating to data communications software, namely, voice over internet protocol communication software; video over internet protocol software; software for transmitting audio and video data via internet protocol; internet telephony software; softphones; instant messaging software or any other services in the field of computer telephony, by September 29, 2005. XNI will not engage in domestic or international sales and/or offering of such services after September 29, 2005.


3. XNI shall provide Xtend with evidence that it has selected an alternative company name and trademark. Such evidence shall be in the form of a press release issued on September 19, 2005, in conjunction with its attendance at Fall VON, distributed via PR Newswire, electronic mail and on the new XNI Web site, announcing the new company name and trademark to be adopted by XNI.


4. Within thirty (30) days after September 29, 2005, XNI shall provide to Xtend a certificate confirming the destruction of all inventory, except that identified in Paragraph 5 below, of product packaging and marketing materials bearing the XTEN Mark in the form of Exhibit A attached hereto.


5. XNI shall be permitted to maintain copies of product packaging and /or marketing materials that bear the XTEN Mark, provided that such packaging/materials (i) bear one or more trademark(s) owned by XNI that is/are not the XTEN Mark; and (ii) shall not be distributed publicly for commercial purposes, but rather shall be maintained as internal documents for evidentiary and record keeping purposes relating to that/those other mark(s) only.


6. XNI, its parent companies, subsidiaries, predecessors and successors-in-interest, and/or anyone acting under its direction or control, agrees that it will, and instruct its licensees to, cease and refrain forever from any and all use anywhere of any trade name, trademark, service mark, domain name, or other designation comprising or incorporating the term XTEN, or any term that is confusingly similar to or a colorable imitation of the term XTEND, whether visually or phonetically the same or similar thereto, alone or in combination with other words, in connection with computer telephony goods and services.


7. In the event that XNI breaches this Settlement Agreement by manufacturing, distributing or selling goods bearing the XTEN Mark and/or offering computer telephony services under the XTEN Mark or any other mark confusingly similar to the XTEND Marks after September 29, 2005, XNI agrees that the harm to Xtend would be irreparable; that monetary damages alone would not be a sufficient remedy; and that Xtend would then be entitled to entry of injunctive relief in the U.S. District Court for the Southern District of New York, barring all subsequent manufacture, distribution and sale of goods bearing the XTEN Mark and/or the offering of computer telephony services under the XTEN Mark, or any other mark which is confusingly similar to the XTEND Marks.


8. XNI agrees that it shall be subject to the jurisdictional requirements of the courts of the State of New York and shall waive all objections to personal and subject matter jurisdiction only in connection with the enforcement of this Settlement Agreement and Release.


9. Except as provided herein, Xtend hereby releases and discharges XNI, its subsidiaries, predecessors, successors, divisions, affiliates, and assigns, as well as their officers, directors, employees, and agents from any actions, causes of action, damages, judgments, liabilities, and claims of any kind whatsoever, in law or equity, which Xtend, its subsidiaries, successors, divisions, affiliates and assigns now have, have had, or may have in the future arising from or relating to the use of the XTEN Mark or any designation similar thereto, and from any claims for relief or causes of action that were or could have been asserted in the Action, from the beginning of time to the date of this Settlement Agreement and Release.


10. All notices, requests, demands, or other communications made pursuant to this Settlement Agreement and Release will be in writing and will be deemed properly given when delivered to the party to whom addressed, or ten (10) calendar days after dispatch by United States mail, first class, postage prepaid, to the parties described herein, with copies to:

If to Xtend:
***
If to XNI:
***


11. Each party will bear its own attorneys’ fees and costs incurred in connection with the Action and this Settlement Agreement and Release.


12. This Settlement Agreement and Release shall be binding upon the parties, their affiliates, subsidiaries, employees, agents, successors, and assigns.

13. This Settlement Agreement and Release shall be governed by and construed in accordance with New York law, without giving effect to any choice of law or conflict of law provision or rule that would cause the application of the law of any jurisdiction other than the State of New York.


14. This Settlement Agreement and Release represents the entire understanding of the parties, and can be executed in counterparts.
[signature page follows]


_____________________________
Xtend Communications Corp.




Dated: 07/15/05
By /s/ ***

Title President




______________________________
Xten Networks, Inc.




Dated: 07/13/05
By /s/ ***

Title President



Exhibit A
CERTIFICATE OF DEPLETION OF INVENTORY AND
DISCONTINUANCE OF USE

In accordance with the terms of the Settlement Agreement and Release dated June 29th, 2005 between Xtend Communications Corp. and XNI, the undersigned hereby certifies that Xten Networks, Inc. ("XNI"), its parent companies, subsidiaries, predecessors-in-interest, licensees or anyone acting under its direction or control, have completely depleted their inventory of products and materials bearing the XTEN trademark and trade name, except for the products and materials exempted under Section 5 of the Settlement Agreement and Release, and are no longer using such mark in commerce.


Dated: _____________________________
Name:
Title:


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Tuesday, April 25, 2006

A simple trademark search could have prevented this Outlaw lawsuit

Hat tip to the Trademark Blog, who writes:



Friend of the Blog Anne Mason writes to tell us that:


"Out of the venerable Middle District of Florida comes Montana Prof Sports LLC v. Leisure Sports Mgt. Inc., 2006 US Dist Lexis 7218 where the Kissimme Kreatures professional indoor football team was busted for its name change to the Osceola Outlaws by the Billings Outlaws, registered trademark owners. Injunction issued. I frankly like the Kreatures moniker better..."



According to Wikipedia (note: while wikipedia has a wealth of information, caution must be taken in relying on such information as anyone may edit the information), Leisure Sports changed the name from the Kissimmee Kreatures to the Osceola Outlaws just after Leisure Sports purchased the National Indoor Football League franchise at the end of the 2005 season.


It seems kind of silly that Leisure Sports changed the name to the Outlaws given that the Billings Outlaws are IN THE SAME LEAGUE.  But lets assume they were in different leagues and didn't know about each other.  A simple search would show that Billings Outlaws had two Registrations on file with the US Patent and Trademark Office, BILLINGS OUTLAWS and design, and BILLINGS OUTLAWS.  The first, while subject to an opposition, was filed on January 24, 2001 and was registered on August 30, 2005.  The second was filed also on January 24, 2001 and was registered on February 25, 2003.  A simple screening search would have found this conflict.


Moral of the story:  get a trademark search prior to adopting your name.  Otherwise, don't be surprised when you get that cease and desist letter or lawsuit filed asking the court to stop you from using your name or worse, make you pay money damages for trademark infringement.


Here's the Billings Outlaws logo:


Billings Outlaws Logo


Here's the Osceola Outlaws logo:



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Lesson Learned - Search Trademarks or Land in Court

Columbus Business First tells the story of two small Central Ohio companies who found themselves in the cross-hairs of tech giant Intel Corp.  One company, Intell North Investigations Inc. agreed to settle its lawsuit with Intel and will change its name.



"You can't win. You're not going to beat them," Gary Rountree said. "A small guy like me can't afford it."



The other company, Internet Transaction Solutions Inc. has decided to fight Intel over ITS' marketing slogan "ePayments Inside."


According to Business First:



Smaller companies have limited options when it comes to trademark issues, but by taking advance precautions can avoid becoming the target of a trademark lawsuit. Trademark lawsuit filings are predominantly filed in federal court, and the number of filings has been growing.


There were approximately 2,330 trademark lawsuits filed throughout the United States in federal district courts in 1987, for example. By 2000, the number of filings had almost doubled to 4,053.


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The average combined legal fees paid by two companies involved in a trademark dispute where less than $1 million in damages was at stake last year was $200,000, or $100,000 each, according to the American Intellectual Property Law Association's 2005 economic survey.


If the two companies went to trial, the average combined legal fees would reach $300,000.



The article doesn't mention however the hundreds, perhaps thousands, of cease and desist letters companies receive every day.  Chilling Effects has samples of real cease and desist letters.  It's never fun to receive one of these, let alone pay an attorney to properly respond to the letter for you.


So what's a small business to do?  Perform a trademark search before you adopt your name or trademark.  If you have a few proposed names, we suggest you conduct a screening search for exact or close matches to your proposed names.  The screening search can be used to eliminate names with obvious conflicts.  For the names that survive a screening search, next conduct a full trademark search which will be conducted by an experienced trademark search professional.  The search will look for similar marks that may cause confusion with your mark and will search the US PTO and 50 state databases.  The search will also look for common law marks (marks which may not be registered, but may nonetheless be a problem).


The cost you incur to conduct the search is significantly less than the cost of defending a lawsuit or changing your company's established name or brand.


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Friday, April 21, 2006

Trademark News Roundup No. 1

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Honda sued Ford for Trademark Infringement

According to The State, Honda sued Ford for trademark infringement for the use of the three letter name MKX on a new Lincoln SUV. This is because Honda felt it was similar to its Accura SUV's name MDX.
Ford and Honda settled their dispute out of court about a month ago. The full terms weren’t disclosed, but Ford has registered the trademark as the “Lincoln MKX” and not by the three letters alone. The companies believe this will keep consumers from confusing the MKX and the MDX.

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Wednesday, April 19, 2006

Welcome

Welcome to the Search My Trademark blog.
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