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August 30, 2010
Facebook Will Have to Face that It Doesn't Own Face Naming and Branding
Last Friday I noted that Facebook was trying to own the word "book."
Now it seems they want to own the word "face" in light of a new app called FaceCash developed by one of Facebook's "original founders", Aaron Greenspan.
And while they probably will keep the word "book" off limits to people in the social networking arena, it is more doubtful that they will manage to protect the word "face."
Greenspan already has been granted an extension from the USPTO to give him time to respond to the trademark opposition by Facebook, and this story should pick up again around Sept. 22 when the extension winds up.
Trademark holders are advised to aggressively defend their marks but people are dubious about trying to defend "face," as well as Facebook's claim to the word "like" (people can "like" things posted by others by pressing a button on Facebook).
TechCrunch broke this story but Apple may end it.
Apple's new FaceTime feature on the iPhone 4 could wind up in Facebook's crosshairs.
And in that vein, I think Facebook is doomed: the term Face Time is a well known colloquial term.
I think Facebook will protect, successfully, the name book. Face? Like? Not so much.
As Chris Matyszczyk on CNET says: "Will there be a face-off? Might a lawyer perform a face-plant? The possibilities are, let's face it, fascinating."
Technorati Tags: FaceBook, FaceCash, Aaron Greenspan, Apple, FaceTime, Naming, Trademark Conflict
Posted by William Lozito at August 30, 2010 8:01 AM
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Trademarking
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