“How” Center Of Trademark Dispute Between Business Consultant, Chobani Yogurt

A prominent business consultant and Chobani Greek yogurtare engaged in an extended legal battle over use of the word “how.” Author, consultant and Harvard lawyer Dov Seidman wrote a book called, “How: Why How We Do Anything Means Everything,” and yogurt maker Chobani is using “How Matters” as its slogan in a major rebranding marketing campaign. Seidman sued, claiming Chobani and the company’s ad agency infringed on his trademark of the word how. Chobani and the agency struck back, asking the court to throw out Seidman’s trademark, saying it’s too broad.