Oct 16 2019

Best buy geek squad

(Last Updated On: 11/10/2019)

Best buy geek squad-Best buy geek squad
Best buy geek squad-Best Buy recently sent retailer Newegg a cease and desist letter, arguing that Newegg's "Geek On" slogan and color choices are too close to Best Buy's Geek Squad.

Best Buy Battles Newegg Over Use of ‘Geek’

Apple is battling for the right to use “app store,” but what about the term “geek”? Best Buy recently sent retailer Newegg a cease and desist letter, arguing that Newegg’s “Geek On” slogan and color choices are too close to that of Best Buy’s Geek Squad.

Best Buy has requested that Newegg stop using the word “geek” in conjunction with an orange color scheme or power button design, and stop airing ads that seem to disparage Best Buy employees.

“Best Buy is concerned that Newegg’s use of the Geek On logo is likely to create confusion among consumers and to dilute the distinctive quality of the Geek Squad mark in violation of Best Buy’s trademark rights,” Best Buy said in its letter, which Newegg posted on its Facebook page.

Of particular concern is the fact that Newegg’s “Geek On” logo is black and orange, just like Best Buy’s Geek Squad logo, and replaces the “O” in “On” with a power button, similar to Geek Squad’s tie and power button logo, Best Buy argued.

Best Buy also took issue with a Newegg commercial that features a clueless electronics store worker wearing a blue polo shirt, which Best Buy employees are required to wear. “ Take it from a geek,” the commercial concludes.

“Your misuse of our valuable trademarks and your negative portrayal of our employees violate our trademark rights and misleads consumers about our services,” Best Buy said.

In response, Newegg said “we respectfully disagree” with Best Buy’s characterization. “Best Buy neither owns nor has the exclusive rights to use the word ‘Geek,” and Best Buy neither owns nor has the exclusive rights to use a general, unstylized computer power button icon,” Newegg wrote.

Further, Newegg said the TV ad was a “comedic, tongue-in-cheek take on a commonly misunderstood customer experience.” The company did agree to run a disclaimer with the ad, specifying that it does not depict any particular company.

As the Wall Street Journal, which first reported on the Newegg-Best Buy spat, said, the Newegg ad (below) did not get much airtime, but has now been viewed more than 530,000 times. “Geeks cite it as the latest example of the ‘Streisand Effect,’ a phenomenon named for Barbra Streisand, who unwittingly spurred Internet users to download aerial photos of her Malibu mansion after unsuccessfully suing a photographer in 2003 to have the pictures taken down,” the Journal noted.

This is not the first time that Best Buy has gone after someone for their use of “geek.” In August, the company sent a cease-and-desist letter to Father Luke Strand, claiming that a design on the Wisconsin-based priest’s vehicle constitutes trademark infringement. Strand outfitted the doors of his black VW Beetle with oval stickers reading “God Squad,” complete with a rather similar font style. That dispute was resolved amicably.

For more from Chloe, follow her on Twitter @ChloeAlbanesius.

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Best buy geek squad


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