If trademark disputes were a sport, sponsorship data insights company Hookit.com might have found a way to win gold—despite dropping out of the race.
The San Diego-based action sports social networking firm, formerly known as Loop’d, surrendered its original name in January to end a costly 18-month trademark battle with Mountain View, CA-based mobile mapping firm Loopt.com. But Hookit’s Olympic feat—boosting its membership base from 200,000 to 500,000 during the dispute and continuing to grow after the moniker change—will likely do more for the company in the long run than winning the trademark case could have done.
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