Playing for Keeps

Stop Keeping Things, Only AdKeeper Can Keep(TM) Things

Keepers: Mr. Michaelson, left; Mr. Kurnit.

Let’s just trademark all the four-letter words, shall we? At the end of September, New York-based AdKeeper sent a cease and desist letter to New York-based KeepIdeas, which owns a website called KeepRecipes. AdKeeper serves up a tiny blue-and-white ‘k’ on online ads so that users can file the advertisement away in the cloud in a little digital Keeper, while KeepRecipes serves up a little orange-and-black ‘k’ on recipes online┬áso that cooks can save them for later. “Plainly, your company has chosen a name confusingly similar to the AdKeeper Marks in order to┬átake advantage of the brand equity that AdKeeper has developed for virtually similar services,” AdKeeper says in its reads the cease and desist letter.

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