July 3

Man Claims to Own Trademark for the Word ‘How’

Now comes word of a lawsuit in New York, where a man who used the word how twice in the title of a book he wrote is suing yogurt-maker Chobani for building a marketing campaign emphasizing how.

That’s right: Dov Seidman, author of HOW: Why HOW We Do Anything Means Everything, claims the way in which Chobani is using how in its current marketing campaign is a blatant rip-off of his book’s use of the word. And he claims that his use of the word is trademark protected.

In a way, Chobani asked for the lawsuit by tweeting to Seidman: “Thanks for inspiring the world to care about ‘how.’ Can you help inspire the food industry, too?”  The Seidman lawsuit claims: “Chobani’s new branding platform … employs ‘HOW’ in precisely the same manner as plaintiffs employ their HOW marks: as a noun connoting responsible and ethical corporate behaviors.(I personally don’t see how being used as a noun in the book’s title, but anyway….)

Bottom line, how could anyone trademark a single-syllable word?

I’d like to trademark awesome so no one could (over)use it anymore. That’s how I’ll get even with the destroyers of good English.



Copyright 2017. All rights reserved.

Posted July 3, 2014 by Gary McCarty in category "Grammar Notes

Leave a Reply

Your email address will not be published. Required fields are marked *