Bucking the trend of top tens dominated by gTLD-related stories, the most read stories on the WTR blog in July had a distinct brand flavour – with Coca-Cola, Chevron and Louboutin grabbing the headlines – as well as that Jack Daniels cease and desist letter.

Top of the list was a look at the challenge posed by ‘culture jamming’ - the spoof or parody of corporate communications for political or satirical effect. With Shell becoming the latest high-profile victim, WTR spoke to Chevron, which – as a previous target of such activity – was able to provide some insights into how to respond.

The second most-read blog looked at a cease and desist letter sent from Jack Daniels to a book publisher, which dominated the trademark news wires and blogs. But for once it was not another frenzy over so-called ‘trademark bullying’ that had attracted the attention of media outlets. Instead, the Tennessee whiskey brand’s amicable approach to enforcement has drawn plaudits from online commentators. WTR spoke to the company’s chief trademark counsel to get the inside scoop on how it strategises on the best approach to take when faced with infringement. Meanwhile, a dispute between Coca-Cola and SodaStream over marketing installations, and a rather unusual brand challenge for Louboutin, also caught the eye of WTR’s readers.

Elsewhere the collision of trademarks and the world of politics proved popular, with the Anti-counterfeiting Trade Agreement again in the news after the European Parliament voted against the treaty and Mexico surprisingly signed up – albeit subject to Senate ratification.

The top 10 trademark news stories for July were:

1. We’re jamming: lessons from Chevron’s response to subvertising attacks – July 9
2. Jack Daniel’s trademark counsel expands on the “most polite cease and desist letter ever” – July 24
3. Coca-Cola in a fizz after claims that SodaStream trashes its image – July 3
4. Mexico keeps ACTA alive despite Senate hostility – July 13
5. European Parliament rejects ACTA, INTA and BASCAP blame misinformation – July 4
6. Louboutin’s latest brand challenge comes in a small package – July 12
7. Politics and trademarks – the continuing story – July 10
8. Can social media be a more cost-effective enforcement tool than the law? – July 20
9. Marketers get creative as Olympic ‘brand police’ get active – July 18
10. Taking the middle ground on genuine use – the advocate general has her say – July 5