Droga5, Chobani Sued for Using the Word ‘How’
Posted in: UncategorizedDuring last year’s Super Bowl, Droga5 and Chobani told us that “how matters.”
How much does how matter? According to inspirational author/business consultant Dov Seidman, it matters quite a lot. Seidman, whose best-selling book bore the title How: Why How We Do Anything Means Everything, filed suit against both agency and client yesterday for “trademark and service mark infringement and unfair competition.”
He seems to think they intentionally ripped him off, and he bases his claim on this tweet, posted just before the campaign went live:
@DovSeidman Thanks for inspiring the world to care about “how.” Can you help inspire the food industry, too? http://t.co/erVULG89Hp
— Chobani (@Chobani) January 29, 2014
You may notice that Seidman’s company LRN retweeted the message before declaring it to be lawsuit-worthy. A little extra explanation after the jump.
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