Home Hardware & Accessories ‘I want to make clear: there is one Smart Ready brand’ says Smart Ready’s Giovanni Laporta

‘I want to make clear: there is one Smart Ready brand’ says Smart Ready’s Giovanni Laporta

by Sophie Stevens

Smart Ready’s Giovanni Laporta is urging the window and door industry “to take branding and trademarks much more seriously” following a recent legal win over Yale (Assa Abloy). Yale (Assa Abloy) lost the trademark dispute and was told to pay costs. European Union trademark application No 18 086 744 has been rejected in its entirety.

In a letter to Total Fabricator, Giovanni said:

Dear Total Fabricator,

I’m getting in touch for a couple of reasons. One, so that you can share the news that Yale has lost an ongoing trademark dispute with Smart Ready and was told to pay costs to Smart Ready.  Yale (Assa Abloy) made a European trademark application in June 2019 to attempt to register Smart Living Ready. It was rejected and it’s not difficult to see why. Smart Living Ready versus Smart Ready – confused?  Three judges from the EU trademark office were, hence, the rejection of application, in its entirety. This decision will help protect consumers and hopefully put to bed any rumours that have been circulating about who owns what brand. I want to make clear: there is one Smart Ready brand.

Secondly, I want this news to serve as a red flag to your readers that they must be careful about which brands they opt for when getting into the emerging smart windows and doors market. As this latest development from the EU Trademark office shows, some brands are clearly not that smart.

While I can’t say for certain that Yale tried to pass off or attempted to trademark the brand Smart Living Ready in bad faith – maybe they missed the huge Smart Ready launch at FIT 2019 and our subsequent marketing – I can’t help but feel they were crossing a line. Just because a name of logo looks good and fits with trying to sell your own product or service, it doesn’t mean you can use it without consequences, which in this case put Yale under the legal spotlight. 

As a marketer myself, it’s clear to me that brands and trademarks are inseparable. A brand is the sum total of the many parts of a company’s corporate face – logos, imagery, slogans, colours, music – all of which contribute to build consistency, clarity, quality and trust.

I have invested an enormous amount of time, money, creativity, and energy in developing Smart Ready and the service around it so the whole market can reap the rewards.

I’ve said many times in public, that I will protect my brands before I even think to blink. People who know me, know I stand by my word and this latest news is proof. I am deeply proud of what me and my teams have achieved, like anyone who has created a business should be.

The window and door industry needs to take branding and trademarks much more seriously, especially now that smart is emerging for windows and doors. 

Yours sincerely,  
Giovanni Laporta 
Inventor and Innovator at Smart Ready

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