It Ain’t Easy Being Green

Law360, New York (September 12, 2008, 12:00 AM EDT) -- Your company plans to introduce an exciting new product and market it as the environmentally friendly alternative to the current market leader. Marketing wants to brand the product with an “Eco-Conscious Term” such as “green” or “eco,” but the legal department objects vehemently.

To Marketing, those words send the message that the new product is good for the environment. What is legal’s problem? Why can’t the lawyers see the great value in this front-of-the-curve branding?

A short history lesson provides the answer. During the Internet boom...
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