A well-loved Canadian pastry company got entangled in a PR crisis this week over accusations of perceived trademark enforcement overreach. While the marketing team gave a canny response on social media, which appears to have quelled most of the outcry, evidence suggests the negative impact could have a lasting impact on the brand. It is another reminder of the risks of trademark enforcement, and how practitioners must tread carefully in the age of social media.

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Tim Lince

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