The Perils of Using Your Name as a Brand

Thank you Bhavini Mistry for her contribution with this article.What is all the fuss? In 2014 the California-based surfer brand O’Neill sent a “#ceaseanddesist” letter to Thaddeus O’Neil, a designer from Long Island who sells similar surfer clothing.  A “cease and desist” is the first legal step to stop another company from performing certain actions. In this case, O’Neill wants to stop Thaddeus from selling clothes under his name [Thaddeus O’Neil] because it is very…

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