I’m getting in touch with you for a couple of reasons. One, so that you can share the news that Yale (Assa Abloy) has lost an ongoing trademark dispute with Smart Ready® and was told to pay costs to Smart Ready®. Yale (Assa Abloy) made a European trademark application in June 2019 to attempt to register Smart Living Ready. It was rejected and it’s not difficult to see why. Smart Living Ready versus Smart Ready® – confused? Three judges from the EU trademark office were, hence the rejection of the application in its entirety. This decision will help protect consumers and hopefully put to bed any rumours that have been circulating about who owns what brand. I want to make clear: there is one Smart Ready® brand.
Secondly, I want this news to serve as a red flag to your readers that they must be careful about which brands they opt for when getting into the emerging Smart windows and doors market.
As a marketer myself, it’s clear to me that brands and trademarks are inseparable. A brand is the sum total of the many parts of a company’s corporate face – logos, imagery, slogans, colours, music – all of which contribute to build consistency, clarity, quality and trust.
I’ve said many times in public that I will protect my brands before I even think to blink. People who know me, know that I stand by my word and this latest news is proof. I am deeply proud of what me and my teams have achieved, like anyone who has created a business should be.
The window and door industry needs to take branding and trademarks much more seriously, especially now we’re starting to see the huge potential for Smart technology in our markets.
Inventor and Innovator at Smart Ready®