{"id":221624,"date":"2024-03-12T16:22:34","date_gmt":"2024-03-12T14:22:34","guid":{"rendered":"https:\/\/www.monaco-tribune.com\/?p=221624"},"modified":"2024-03-12T16:22:35","modified_gmt":"2024-03-12T14:22:35","slug":"brand-reputation-sir-stelios-determined-to-have-his-days-in-court","status":"publish","type":"post","link":"https:\/\/www.monaco-tribune.com\/en\/2024\/03\/brand-reputation-sir-stelios-determined-to-have-his-days-in-court\/","title":{"rendered":"Brand reputation: Sir Stelios determined to have his day(s) in court"},"content":{"rendered":"\n<p><strong>The Monegasque resident is constantly on a war footing with companies he considers \u2018brand thieves\u2019. Another battle is imminent.<\/strong><\/p>\n\n\n\n<p>On Sunday 10 March Sir Stelios spoke to&nbsp;<a href=\"https:\/\/amp.theguardian.com\/business\/2024\/mar\/10\/its-for-the-judge-to-decide-stelios-haji-ioannous-battle-to-defend-his-easy-brand\">The Observer<\/a>, ahead of a fresh court case alleging an intellectual property breach regarding his beloved easy brand.<\/p>\n\n\n\n<p>Sir Stelios Haji-Ioannou defends his strategy of \u2013 frequently &#8211; calling out companies he believes \u2018create confusion\u2019 in the minds of consumers, and seek to&nbsp;<a href=\"https:\/\/www.monaco-tribune.com\/en\/2023\/12\/sir-stelios-haji-ioannou-making-it-hard-to-use-easy\/\">surf on the easyGroup\u2019s reputation<\/a>.&nbsp;<\/p>\n\n\n\n<p>There have been cases where the \u2018easy\u2019 prefix has been used without authorisation, and therefore without paying licence royalties into the easyGroup, through which Sir Stelios finances much of his\u00a0<a href=\"https:\/\/www.monaco-tribune.com\/en\/2024\/01\/sir-stelios-launches-new-young-entrepreneur-awards\/\">philanthropic activities<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-easy-pickings\"><strong>Easy pickings?<\/strong><\/h2>\n\n\n\n<p>Some consider him a \u201ccorporate bully.\u201d As the Observer puts it, the billionaire \u201cpractically makes a living from arguing\u201d. Last year, the British pop group&nbsp;<a href=\"https:\/\/www.monaco-tribune.com\/en\/2023\/10\/copyright-easygroup-sues-music-group\/\">Easy Life were forced to change their band\u2019s name<\/a>, as they couldn\u2019t afford to fight easyGroup in the courts.&nbsp;<\/p>\n\n\n\n<p>Others argue that \u2018easy\u2019 is an everyday word, and as such it is \u201cunedifying\u201d to claim intellectual property rights on it in a business context. Sir Stelios disagrees. \u201cWe have a duty to protect the consumer against confusion. I\u2019m not the only one who has made an ordinary word a trademark,\u201d he says, citing Virgin and Apple. He also justifies his defence of the brand as vital in a business environment that is dominated by search engines.<\/p>\n\n\n\n<p class=\"related\"><a href=\"https:\/\/www.monaco-tribune.com\/en\/2024\/01\/sir-stelios-haji-ioannou-celebrates-30-easy-years\/\">Sir Stelios Haji-Ioannou celebrates 30 &#8216;easy&#8217; years<\/a>\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-when-is-an-orange-not-an-orange\"><strong>When is an orange not an orange?<\/strong><\/h2>\n\n\n\n<p>For the upcoming case, Sir Stelios is taking on easyfundraising. They say their logo is a bright yellow. \u201cI think it\u2019s pale orange,\u201d counters Haji-Ioannou. Perhaps, but surely not the&nbsp;<a href=\"https:\/\/www.theguardian.com\/business\/easyjet\">easyJet<\/a>&nbsp;orange, which is Pantone 021C? \u201cIt\u2019s for the judge to decide if [easyfundraising]\u2019s logo is too close. I\u2019ve seen enough judgments now to know it could go either way,\u201d he states.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-an-army-of-lawyers\"><strong>\u201cAn army of lawyers\u201d<\/strong><\/h2>\n\n\n\n<p>\u201cSo is publicly scrapping with other companies over intellectual property how a knighted tycoon should spend his time?\u201d asks the Observer.<\/p>\n\n\n\n<p><em>\u201c<\/em>We have an army of lawyers: that\u2019s what they\u2019re paid to do. A percentage of the royalties we receive goes to lawyers to stop people using the name without permission,\u201d says the billionaire, estimating that a \u201cninth\u201d of his time is spent on these legal tussles.<\/p>\n\n\n\n<p>The for-profit platform, easyfundraising, which was launched in 2005, describes itself as \u201cthe UK\u2019s biggest charity shopping site\u201d, raising money for causes via online retailers paying cashback. There is also revenue from advertising. The new logo dates from 2022.<\/p>\n\n\n\n<p>Haji-Ioannou\u2019s \u201carmy\u201d is said to have found less than 10% of a random sample of over 2,000 such causes were registered charities. The company says the sample is not representative and that it has \u201cnever professed\u201d to only support&nbsp;charities.<\/p>\n\n\n\n<p>Will the courts find that, as is claimed, the new logo was created with the \u201cutmost care to avoid any comparison or confusion with easyGroup\u201d and that Sir Stelios\u2019 claims of trademark infringement are \u201cbaseless accusations\u201d ?<\/p>\n\n\n\n<p>The easyGroup lawyers will claim: \u201cThis is a business that makes money out of two lies \u2013 pretending to be a charity when they\u2019re not to get people to use their services, and pretending to be something to do with easyJet so people trust them with their money.\u201d<\/p>\n\n\n\n<p>The case comes to court in June.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Monegasque resident is constantly on a war footing with companies he considers \u2018brand thieves\u2019. Another battle is imminent. On [&hellip;]<\/p>\n","protected":false},"author":58,"featured_media":189688,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[247,243],"tags":[],"post_sectags":[4121],"post_format":[2465],"class_list":["post-221624","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-news","sectag-easygroup-en","format-in-brief"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Brand reputation: Sir Stelios determined to have his day(s) in court<\/title>\n<meta name=\"description\" content=\"The Monegasque resident is constantly on a war footing with companies he considers \u2018brand thieves\u2019. Another battle is imminent. 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