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STATE'S NEW SLOGAN UNORIGINAL
Monday, March 16th, 2009 -- 3:30 pm
Posted by Riley Hebert-News Director
Wisconsin's new marketing slogan: Live Like You Mean It.
The slogan isn’t new. Motivational speakers, authors and even Bacardi Rum have used the phrase in marketing campaigns for years.
The U.S. Patent and Trademark Office says at least five trademarks covering the term are active. Companies are using it to promote real estate, clothing and energy bars.
The state's brand manager, Sarah Klavas, says the Department of Tourism thoroughly vetted the phrase before introducing it and is confident there will be no trademark infringement.
Bacardi dropped the trademark in 2008 after using the term in its print, television and in-store advertising for years. A spokesman says the company has no plans to bring back the slogan and does not oppose Wisconsin's use.
Others who use the term say it's premature to talk about potential legal action but aren't ruling it out.
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