Be Kind: It’s not easy creating a global brand name

From The Wall Street Journal interview with the founder of KIND Snacks:

WSJ: Kind recently became the subject of a trademark battle with Italy’s Ferrero SpA, a $10 billion candy giant, whose brands include Kinder. What happened and what did you learn from that?

Mr. Lubetzky: It was a minor incident and we worked it out. [As a result of an out-of-court agreement], we’re Kind in the U.S. and in non-English speaking countries, we’re Be Kind. If you have a brand that has global aspirations, you need to make sure you integrate international considerations into your thinking about brand choices.


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