{"id":310359,"date":"2017-04-13T07:52:35","date_gmt":"2017-04-13T07:52:35","guid":{"rendered":"http:\/\/citifmonline.com\/?p=310359"},"modified":"2017-04-13T07:52:35","modified_gmt":"2017-04-13T07:52:35","slug":"apple-takes-swatch-to-court-over-tick-different-ads","status":"publish","type":"post","link":"https:\/\/citifmonline.com\/?p=310359","title":{"rendered":"Apple takes Swatch to court over &#8216;Tick Different&#8217; ads"},"content":{"rendered":"<div class=\"story-body\">\n<div class=\"story-body__inner\">\n<p class=\"story-body__introduction\">Apple has filed a complaint against Swatch in a Swiss court over the use of the phrase Tick Different in a marketing campaign.<\/p>\n<p>Swatch is using the slogan to market a wristwatch containing a contactless payment chip.<\/p>\n<p>Apple says the phrase unfairly references its Think Different campaign, which ran in the 1990s.<\/p>\n<p>According to Swiss news site Watson, Swatch chief executive Nick Hayek said the similarity was purely coincidental.<\/p>\n<p>He said the slogan was a nod to one of its own campaigns from the 1980s: &#8220;Always different, always new.&#8221;<\/p>\n<p>Apple used Think Different in its adverts from 1997 to 2002, in what was thought to be a response to IBM&#8217;s Think ad campaign.<\/p>\n<p>A 1998 television advert, featuring black-and-white images of historical figures such as Einstein and Gandhi, won an Emmy.<\/p>\n<p><strong>Previous clash<\/strong><\/p>\n<p>In the complaint to the Swiss Federal Administrative Court, Apple&#8217;s lawyers Lenz &amp; Staehelin said the tagline was long considered &#8220;the core of the Apple brand&#8221;.<\/p>\n<p>Legal experts say that, to win the case, Apple must show that Swatch&#8217;s use of the phrase Tick Different provokes an association with Apple products in the minds of at least 50% of consumers.<\/p>\n<p>A similar complaint lodged at the same time with the Swiss Federal Institute of Intellectual Property was rejected.<\/p>\n<p>Swatch was granted trademark status for the phrase Tick Different in the US in 2015. It also has the trademark for the slogan in Switzerland.<\/p>\n<p>This is not the first time the two companies have clashed.<\/p>\n<p>In September last year, the UK Intellectual Property Office upheld Swatch&#8217;s opposition to Apple&#8217;s efforts to trademark &#8220;iWatch&#8221; in the UK.<\/p>\n<p>It ruled that the term was too close to &#8220;iSwatch&#8221; and &#8220;Swatch&#8221;.<\/p>\n<p>&#8211;<\/p>\n<p>Source: BBC<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Apple has filed a complaint against Swatch in a Swiss court over the use of the phrase Tick Different in a marketing campaign. Swatch is using the slogan to market a wristwatch containing a contactless payment chip. Apple says the phrase unfairly references its Think Different campaign, which ran in the 1990s. According to Swiss [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"jnews_override_counter":[],"footnotes":""},"categories":[106],"tags":[3,1819],"class_list":["post-310359","post","type-post","status-publish","format-standard","hentry","category-technology","tag-ghana-news","tag-huawei"],"_links":{"self":[{"href":"https:\/\/citifmonline.com\/index.php?rest_route=\/wp\/v2\/posts\/310359","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/citifmonline.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/citifmonline.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/citifmonline.com\/index.php?rest_route=\/wp\/v2\/users\/14"}],"replies":[{"embeddable":true,"href":"https:\/\/citifmonline.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=310359"}],"version-history":[{"count":0,"href":"https:\/\/citifmonline.com\/index.php?rest_route=\/wp\/v2\/posts\/310359\/revisions"}],"wp:attachment":[{"href":"https:\/\/citifmonline.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=310359"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/citifmonline.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=310359"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/citifmonline.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=310359"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}