Client re-brands after threat of legal action
Sir Stelios Haji-loannou, owner of the easyGroup, has launched yet another attack on a small business that dared to use the word “easy” as part of its brand. Dorset-based accountant Steve Worth who has been trading as Easytax Accountants since 2005 has been forced to rename his business after Sir Stelios Haji-Ioannou threatened to take legal action.
‘In April we received a letter from solicitors acting for easyGroup, threatening legal action if we didn’t cease to use the name Easytax,†says Steve. They said that we should cease using the name and hand over the domain, promotional material and other commercially sensitive information within just seven days. I was shocked by the aggressive tone of the letter and very sad to think that our locally established brand was being unfairly compromised.â€Â
easyGroup claimed an infringement of their rights under a registered Community Trade Mark.
But Steve Worth says he has never attempted to pass Easytax Accountants off as part of the easyGroup.
“The majority of people in the local business community associate Easytax Accountants with me and my wife Celia, he says.
The company is registered in their name at Companies House and they own the domain www.easytaxaccountants.co.uk. The website clearly states that Steve is the founder of Easytax Accountants and its logo uses a different style, font and colours to that of easyGroup. Steve adds: “I fully support the need for brand protection and do not condone brand theft in any way.
However, I fail to see how there can be any connection at all between our two brands. Our marketing message is very clear on the website and on all promotional material. Our target market is local individuals and business owners and our aim is to simplify the whole accounting and taxation burden for our clients. We are a professional firm, offering a quality service with an affordable payment plan and would not wish to be associated with a budget airline. easyGroup has registered the word ‘easy’ as a community trademark giving it protected rights within the EU.
The word ‘easy’ may be a distinctive mark in most countries within the EU, however it could be challenged as an invalid registration due to it not being distinctive in the UK, says Steve. “But the legal costs and time devoted to defending the allegations have already been substantial. Whilst our trademark attorneys feel there is a good chance of a successful outcome, the resources are just not available to take this much further. There have been other high profile cases of a similar nature involving easyGroup, where they have been successfully defended, but at great cost. Steve therefore made a commercial decision to re-brand and avoid any further issues in connection with the easyGroup allegations, and that’s when he called in RT Promotions.
“I’ve worked with Richard and his team several times and knew that they’d come up with the right solutions for my new brand. We’re delighted with the various promotional marketing materials they have supplied to us – the pens in particular have helped to lift the new brand”
