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    Copywriting...or Copycat?


    WHO

    Dov Seidman--ethics-driven business consultant and author of "How: Why How We Do Anything Means Everything." wwwhowistheanswer.com Also, a Harvard Law grad.

    WHAT

    Suing Chobani yogurt company for using the word "how" specifically in the tagline "How Matters" on their Super Bowl commercial and other marketing materials created by ad agency www.Droga5.com

    WHEN

    Recently. The article prominently appeared in the New York Times on Oct. 5, 2014

    WHY

    Per the NYT, "(Chobani's) using "how" to convey and connote that they are an ethical company...using "How" exactly the way I use it. They've appropriated the foundation of my entire philosophy."

    It's a moral fight--it's a "How" fight, "(Mr. Seidman) said."

    HOW

    ...will this turn out? Will Chobani's campaign go sour? Or will Mr. Seidman redefine his new business culture?

    One thing's for sure, both parties are getting a healthy dose of publicity.

    Love to hear what you think!

    Meredith & Stephanie

    Principals, Inkwel.com


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