I have talked about Geico vs Google trademark suit a number of times here and what I think the ramifications could be. Some of those forecasts are coming true.
As much money as Geico spends on their advertising and the little lizard, competitors SHOULDN'T be allowed to piggyback off the brand.
From AdAge.com Geico warns competitors about search ads
Following its settlement of a lawsuit against Google, Geico is sending out warning letters threatening to sue other companies that are buying its name as a search engine advertising term
The auto insurer is warning competitors that it now has grounds to take legal action against anyone who purchases the search engine term "Geico" in an attempt to get consumers to click through to a non-Geico Web site.
I see trademark owners stepping up and claiming some of the keyword "pie" that search engines have enjoyed for so long.
Here's what I'm thinking.
What if every brand or trademark owner jumps on this and goes after the search engines? Does this one event change the search engine revenue model?
I made comments about this before Give the lizard a break, and Lizard went to court, and Google being greedy