Santa Cruz coffee shop with 'cat' in its name hit with cease and desist from Caterpillar Inc.

Andrei Mincov's commentary on the original article
This does not look good for Caterpillar from the PR perspective. But is Caterpillar really being a bully with no valid grounds to go after Cat & Cloud? First of all, this is not a lawsuit. Caterpillar is simply trying to cancel one of Cat & Cloud's trademark registrations as far as it covers apparel and footwear. Looks like Caterpillar missed the opposition period as Cat & Cloud's trademark was being registered, so now they are petitioning to USPTO to have that trademark canceled because, allegedly, it is confusingly similar to their prior mark, CAT. If Caterpillar is really worried about the integrity of its brand, they could have probably simply gotten an undertaking from Cat & Cloud that they would not use their brand without the word "Cloud" and in a font that resembles that of Caterpillar. Maybe add some additional limitations. Attempting to cancel the registered trademark does seem like overkill at this point. We'll see how far this go but based on the documents filed by both parties, it doesn't look like Cat & Cloud is easy to intimidate.
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