Geek Chic Inspires “Trademark Bullying”

Monday, 20 June 2011 | by Pat's Picks

Convinced that the slogan of one its rivals sounded too similar to its own “geek squad,” Best Buy decided to throw down the gauntlet. Something, the Wall Street Journal points out, a true geek would never do. But as marketers realize the potential the word “geek” carries with customers, instances of “trademark bullying” have increased. Newegg, the company Best Buy is doing battle with over its “Geek On” advertising campaign, responded in true geek fashion, by posting the cease-and-desist letter it received on Facebook. And then they made this commercial: