Topic:

Playing for Keeps

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 so that cooks can save them for later. “Plainly, your company has chosen a name confusingly similar to the AdKeeper Marks in order to take 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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