On Thu, Oct 3, 2013 at 6:19 AM, biTalking.com <no_reply> wrote:

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Hello alice an,

Here is the article for our next lesson.

Let’s Learn Some Business English with a Story about Jesus (the Brand)

No, this is not going to be a post about religion. It’s going to be a post to help you improve your Business English (and your legal English). But we are going to be talking about Jesus today. That’s because an Italian clothing company has trademarked the name "Jesus" and uses it on its Jesus Jeans. It’s now fighting with other clothing companies trying to use the name Jesus too.

In conversational English we sometimes say "Jesus!" to express anger or outrage (or the shortened "Jeez!"). Some of the people in the newspaper article we are going to look at today are definitely saying "Jesus!" They are very unhappy that one company is not sharing the "Jesus" name. Who would have though that dozens of clothing companies would choose "Jesus" as their brand name? And then start fighting about it? All of this is not in the spirit of Jesus himself, but it does make for interesting reading (and English study!).

Let’s take a look at the newspaper article, which is entitled "If You Take These Jeans’ Name in Vain(not taking st series), Prepare to Meet Their Maker" and is from the Wall Street Journal. The expressions we will study are in blue.

Inspired by his time leading a singles ministry in Virginia Beach, Va., Michael Julius Anton came up with an idea for a clothing line that he thought was catchy and unique—"Jesus Surfed." He was on good ground(agree with you) with "Surfed." But when he went to register the trademark, he found someone had beaten him to(Someone had before that you have) Jesus.

In a branding coup(argument,taken over) of biblical proportions(a lot), an Italian jeans maker persuaded the U.S. Patent and Trademark Office in 2007 to register the word "Jesus" as a trademark, giving the company exclusive rights in America to sell clothing bearing the name of Christianity’s central figure.

Since then, the owner of the trademark, Jesus Jeans, has clamped down on(hold on st exclusively) Jesus-themed apparel, pitting its litigators(lawer fight each other) against more than a dozen other startup clothing lines it claims appropriated "Jesus" without the company’s blessing.(permission) The company doesn’t have a trademark on images of Jesus, just the word.

Before taking on Jesus Surfed, Jesus Jeans objected to "Jesus First," "Sweet Jesus," and "Jesus Couture," among others, which abandoned their trademark efforts. In some cases, when met with resistance, Jesus Jeans warned that it could sue for damages.

With the time left over we will practice some different business situations so you can practice your business etiquette.

Amy Louise Vetter
Teacher at biTalking.com – www.bitalking.com

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