Monday, October 03, 2005

The "Experience the Difference" watch

experience the differenceIn a search of the US Patent and Trademark Office, I found that there are more than 50 incidences of organizations who have trademarked the expression "experience the difference." About half of those trademarks are active, including the one held by AMC Theaters, which drives me crazy every time I see a movie. (Even a great movie like Serenity.) AMC puts it up prominently on their home page, and at the end of every set of theatrical trailers.

The issue I have with this is simple: any moron can come up with a slogan like "experience the difference." And judging by its ubiquitousness, some morons have. Here is the list of applicants for trademarks: you tell me if they all represent differences we can experience:
  • Tyler Candle Company, LLC
  • Shell Oil Company
  • W. L. Gore & Associates, Inc. (live)
  • GailShay WorldWide, Inc.
  • Lamers Bus Lines, Inc. (live)
  • Albany International Corp.
  • Calzaturificio Zamberlan SRL (live)
  • Young & Rubicam Inc. (live)
  • Statewide Home Loan Corporation (live)
  • National Textiles, LLC (live)
  • Landmark Graphics Corp.
  • Alcan Packaging Canada (live)
  • Labeltronix, LLC (live)
  • SOS Staffing Services, Inc. (live)
  • St. Edmond's Federal Savings Bank, Philadelphia (live)
  • National Dairy Holdings, LP
  • Jackson National Life Insurance Company
  • Proview Electronics Co., Ltd.
  • Olympus Mortgage Co.
  • Retina Consultants of Southwest Florida (live)
  • Gregory Marketing Communications, Inc.
  • CAE Simuflite Inc.
  • American Multi-Cinema, Inc. (AMC Theaters -- live)
  • H2O International, Inc.
  • Texas De Brazil Corp. (live)
  • The Culinary Institute of America (live)
  • Joma Wild Seafoods (live)
  • National Autos, LLC (live)
  • BSH Home Appliances Corporation (live)
  • Destiny World Church (live)
  • LaPrima Shops.com (live)
  • Countywide Title Group, Inc. (live)
  • Novartis AG Corp.
This slogan is easy to adopt. Many have already done it. It is impossible to separate yourself from this crowd if you adopt it. So why would you do it? Isn't the whole purpose of a slogan to establish a brand for yourself? And why, oh WHY, would you go to the effort of applying for a trademark for a saying that's already in use everywhere you go? Neither you nor the USPTO can protect it. You might as well take your money and throw it in the street. Better yet, use no slogan at all and give a donation to Katrina relief instead.

There is one organization that uses "experience the difference," for which it's OK with me: Extreme Championship Wrestling. :-) :-) :-)

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posted by Ron @ 10:07 AM

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