Trademark bullying

　　商標欺詐

　　Shut your kale-hole

　　閉上你的臭嘴

　　What s in a name, anyway?

　　無論如何，商標中能有什么呢?

　　CHICK-FIL-A sells an average of nine sandwiches per second at its roughly 1,600 restaurants.

　　托萊多的約1600家餐廳每秒平均賣出9個三明治。

　　Bo Muller-Moore paints T-shirts in the garage next to his house in Montpelier, Vermont.

　　家在蒙彼利埃的Bo Muller-Moore在其車庫里染印T恤衫。

　　In 2011 Chick-fil-A s sales were more than $4 billion; Mr Muller-Moore estimatesthat his were $40,000.

　　托萊多2001年的銷售額超過40億美元;而Muller-Moore估計其銷售額僅有40000美元。

　　Nonetheless, the slogan screened on his shirts- Eat More Kale , initially made in 2001 as afavour for a local farmer, whose kale crop had a bumper year-caught the humourless eyes ofChick-fil-A s lawyers.

　　盡管如此， Muller-Moore染印在T恤衫上的短語 Eat More Kale 還是為托萊多無趣的律師們所關注。

　　They had sent him a cease-and-desist letter in 2006, claiming his slogan was too close totheir client s Eat Mor Chikin .

　　他們向Muller-Moore發出了 勒令停止通知函 ，聲稱Muller-Moore的宣傳語同托萊多的宣傳語 Eat MorChikin 意思太相近。

　　Really?

　　事實真是如此嗎?

　　The letter does not cite a single person whom the slogan has confused.

　　信函并未列舉出任何一個為此宣傳語Eat More Kale所誤導的人。

　　Besides, one entity sells food, the other clothing; only the profoundly stoned or derangedwould try to eat a T-shirt or wear a chicken sandwich.

　　此外，他們一個是賣快餐的，另一個是賣衣服的;只有那些酩酊大醉、精神錯亂的人才會吃T恤衫或者穿雞肉三明治。

　　But Mr Muller-Moore is not the only small entrepreneur to have caught the attention of a bigfirm s trademark hawks.

　　然而，Muller-Moore先生并非唯一一個受到大型企業商標權恐嚇的私營業主。

　　In 2009 the company that makes Monster energy drinks demanded that Vermont s Rock ArtBrewery stop calling its barley wine Vermonster .

　　在2009年，生產怪物能量飲料的公司要求福蒙特州的啤酒廠Rock Art停止使用 Vermonster 作為其高酒精啤酒的名稱。

　　Last year Tootsie Roll Industries, which makes chewy sweets, filed suit against the maker ofa roll-up shoe called Footzyrolls.

　　去年，生產咀嚼軟糖的小腳趾圈公司對生產roll-up shoe的廠商Footzyrolls提起訴訟。

　　And in 2009 The North Face, an outdoor-clothing company, sued a much smaller clothingcompany that had decided to call itself The South Butt.

　　在2009年，戶外服裝公司The North Face對一個非常小的服裝公司提起訴訟，因為其自稱The SouthButt。

　　Chick-fil-A insists it has to protect its trademark.

　　托萊多聲稱要堅決保護它的商標。

　　But its idea of self-defence looks to others like bullying.

　　然而，這一行為對于其他人來說更像恐嚇、威脅。

　　The firm is protecting its trademark not from a crafty restaurateur hoping to piggyback onits fame, but from a kale farmer and a Neolithic stencil-artist in Vermont.

　　它所謂的商標侵權者不是借其名聲的狡猾的餐館老板，而是風蒙特州的一個種植羽衣甘藍的農民和一個民間模板藝術家。

　　Also, Chick-fil-A seems to be claiming ownership of the phrase eat more , which is a bitgreedy.

　　而且，托萊多似乎宣稱其是 eat more 詞組的所有者。這一行為顯得太貪婪了。

　　Mr Muller-Moore is fighting back. He has taken his campaign to Facebook and Kickstarter,where he and a co-producer are trying to raise funds for a documentary called A DefiantDude .

　　Muller-Moore先生對托萊多的起訴予以回擊。他同其合伙人在Facebook和Kickstarter試圖為一個名為 野蠻的家伙 的紀錄片募集資金。

　　Rock Art Brewery similarly defended itself, not in a court of law, where deep-pocketedcorporations enjoy an enormous advantage, but in the court of public opinion.

　　Rock Art啤酒廠同樣予以反擊，不是在 自古衙門朝南開，有理無錢莫進來 的法庭，而是在公眾輿論的平臺。

　　It worked.

　　這一方式奏效了。

　　After boycotts and negative publicity, Monster s makers agreed to drop the matterprovided that Rock Art did not start making energy drinks.

　　在收到抵制和負面的名聲影響后，怪物飲料生產商同意撤銷訴訟，條件是Rock Art不在生產能量飲料。

　　Mr Muller-Moore claims to have received thousands of supportive letters.

　　Muller-Moore先生聲稱收到了無數的聲援信。

　　Hundreds of people have pledged to fund his film.

　　許多人對其給予了資金援助。

　　Chick-fil-A may end up eating more crow.

　　托萊多最終可能會以失敗告終。

　　Trademark bullying

　　商標欺詐

　　Shut your kale-hole

　　閉上你的臭嘴

　　What s in a name, anyway?

　　無論如何，商標中能有什么呢?

　　CHICK-FIL-A sells an average of nine sandwiches per second at its roughly 1,600 restaurants.

　　托萊多的約1600家餐廳每秒平均賣出9個三明治。

　　Bo Muller-Moore paints T-shirts in the garage next to his house in Montpelier, Vermont.

　　家在蒙彼利埃的Bo Muller-Moore在其車庫里染印T恤衫。

　　In 2011 Chick-fil-A s sales were more than $4 billion; Mr Muller-Moore estimatesthat his were $40,000.

　　托萊多2001年的銷售額超過40億美元;而Muller-Moore估計其銷售額僅有40000美元。

　　Nonetheless, the slogan screened on his shirts- Eat More Kale , initially made in 2001 as afavour for a local farmer, whose kale crop had a bumper year-caught the humourless eyes ofChick-fil-A s lawyers.

　　盡管如此， Muller-Moore染印在T恤衫上的短語 Eat More Kale 還是為托萊多無趣的律師們所關注。

　　They had sent him a cease-and-desist letter in 2006, claiming his slogan was too close totheir client s Eat Mor Chikin .

　　他們向Muller-Moore發出了 勒令停止通知函 ，聲稱Muller-Moore的宣傳語同托萊多的宣傳語 Eat MorChikin 意思太相近。

　　Really?

　　事實真是如此嗎?

　　The letter does not cite a single person whom the slogan has confused.

　　信函并未列舉出任何一個為此宣傳語Eat More Kale所誤導的人。

　　Besides, one entity sells food, the other clothing; only the profoundly stoned or derangedwould try to eat a T-shirt or wear a chicken sandwich.

　　此外，他們一個是賣快餐的，另一個是賣衣服的;只有那些酩酊大醉、精神錯亂的人才會吃T恤衫或者穿雞肉三明治。

　　But Mr Muller-Moore is not the only small entrepreneur to have caught the attention of a bigfirm s trademark hawks.

　　然而，Muller-Moore先生并非唯一一個受到大型企業商標權恐嚇的私營業主。

　　In 2009 the company that makes Monster energy drinks demanded that Vermont s Rock ArtBrewery stop calling its barley wine Vermonster .

　　在2009年，生產怪物能量飲料的公司要求福蒙特州的啤酒廠Rock Art停止使用 Vermonster 作為其高酒精啤酒的名稱。

　　Last year Tootsie Roll Industries, which makes chewy sweets, filed suit against the maker ofa roll-up shoe called Footzyrolls.

　　去年，生產咀嚼軟糖的小腳趾圈公司對生產roll-up shoe的廠商Footzyrolls提起訴訟。

　　And in 2009 The North Face, an outdoor-clothing company, sued a much smaller clothingcompany that had decided to call itself The South Butt.

　　在2009年，戶外服裝公司The North Face對一個非常小的服裝公司提起訴訟，因為其自稱The SouthButt。

　　Chick-fil-A insists it has to protect its trademark.

　　托萊多聲稱要堅決保護它的商標。

　　But its idea of self-defence looks to others like bullying.

　　然而，這一行為對于其他人來說更像恐嚇、威脅。

　　The firm is protecting its trademark not from a crafty restaurateur hoping to piggyback onits fame, but from a kale farmer and a Neolithic stencil-artist in Vermont.

　　它所謂的商標侵權者不是借其名聲的狡猾的餐館老板，而是風蒙特州的一個種植羽衣甘藍的農民和一個民間模板藝術家。

　　Also, Chick-fil-A seems to be claiming ownership of the phrase eat more , which is a bitgreedy.

　　而且，托萊多似乎宣稱其是 eat more 詞組的所有者。這一行為顯得太貪婪了。

　　Mr Muller-Moore is fighting back. He has taken his campaign to Facebook and Kickstarter,where he and a co-producer are trying to raise funds for a documentary called A DefiantDude .

　　Muller-Moore先生對托萊多的起訴予以回擊。他同其合伙人在Facebook和Kickstarter試圖為一個名為 野蠻的家伙 的紀錄片募集資金。

　　Rock Art Brewery similarly defended itself, not in a court of law, where deep-pocketedcorporations enjoy an enormous advantage, but in the court of public opinion.

　　Rock Art啤酒廠同樣予以反擊，不是在 自古衙門朝南開，有理無錢莫進來 的法庭，而是在公眾輿論的平臺。

　　It worked.

　　這一方式奏效了。

　　After boycotts and negative publicity, Monster s makers agreed to drop the matterprovided that Rock Art did not start making energy drinks.

　　在收到抵制和負面的名聲影響后，怪物飲料生產商同意撤銷訴訟，條件是Rock Art不在生產能量飲料。

　　Mr Muller-Moore claims to have received thousands of supportive letters.

　　Muller-Moore先生聲稱收到了無數的聲援信。

　　Hundreds of people have pledged to fund his film.

　　許多人對其給予了資金援助。

　　Chick-fil-A may end up eating more crow.

　　托萊多最終可能會以失敗告終。