This is a letter to the editor from Brisant Secure:
I’m writing to congratulate Giovanni Laporta for Smart Ready®’s milestone win in its trademark dispute with Yale (letter dated 20th May 2021).
Brisant has seen many of our initiatives blatantly copied. While we normally just poke fun at it on social media, it was great to see the success of this legal battle.
It would be easy to think that our followers (a diplomatic description) copy what we do because they lack imagination, but we’ve come to a different conclusion.
Invariably followers are quite happy to not give their customers more. The problem they have is that businesses like Smart Ready® and Brisant Secure are always looking to find new ways to excite customers. This then forces them to follow (essentially copy) – it’s the difference between doing as little as you can get away with or doing as much as you can to give customers what they want.
We’re surprised that after two years, no one has yet ‘followed’ our Sweet Rose Gold furniture. However, I’m sure they will soon, now they see we have proved there is a demand! But thankfully, agility is another trait followers lack.
Nick Dutton CEO of Brisant Secure
You can find the article on the Smart Ready® victory here: https://www.doubleglazingblogger.com/2021/05/yale-assa-abloy-loses-trademark-dispute-and-told-to-pay-costs/
You can find the response from ASSA ABLOY here: https://www.doubleglazingblogger.com/2021/05/assa-abloy-provides-statement-in-response-to-trademark-decision/
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This is a bit rich. Fab&Fix created the industry’s first perfectly matching (or suited) range of premium hardware. Brisant copied the idea (like many before) with a limited range of colours, but now have the audacity to complain about others potentially offering Rose Gold, which they probably will, because it’s becoming very popular as a finish. Let’s be honest , Brisant didn’t invent Rose Gold! Remember that Fab&Fix have been exciting customers for more than 30 yrs with innovative finishes and more recently with the addition of two new ranges (architectural and heritage). Personally speaking, you cannot compare Gio Laporta’s… Read more »
Hey Darren, lovely to hear from you. Hope you’re settling into the new job ok. We weren’t saying we invented Rose Gold we were saying that we brought it to our sector and that we expect others to follow. We get that there are a number of same colour furniture systems that have been on the market for a very long time. What we did with Sweet was extended ‘suited’ beyond just colour and carried the same design ethos throughout the entire range. Coupled with our 8000+ hour salt spray performance it #LooksGreatForGood.
Aww bless – is there counselling available for hardware envy :)
I find it odd that it has taken so long for anyone to follow with their own Rose Gold, given that it is so well liked.