20 May 2003 - 0 Comments

Dunedin b.net station Radio One is a bit pissed off that Foodtown/Woolworths have called their just released loyalty card the “Onecard" -- the same name Radio One have been using for their discount card since 1999.

Station manager Vivienne Hewitt says that Radio One has not trademarked their Onecard but it shouldn’t matter as she believes “we’re covered by common law. We’ve been using this brand for the last five years, the Woolworths/Foodtown card only came out on 7 May 2003.”

Prior to 1999 the Onecard was called the Rad One card, but Hewitt is reluctant to revert to the previous brand name. “I think Rad One is very outdated. Having changed the name to Onecard we’ve had a lot of growth. We sold out of Onecards for the first time last year. We’ve since increased the number of Onecards available for sale and this year at Orientation we sold more Onecards than we did in the entire year last year. It would be a shame if we had to re-brand. It’s been even trickier for us with the Student Card being introduced into Dunedin this year. To re-brand at this stage would be very bad timing for us.”

Initial response from Woolworths has been “unfavourable,” raising the question of Radio One’s financial ability to fight a court battle. “It’s not a matter of how much money we have to defend ourselves, it’s a matter of whoever we’re going up against and how much money they have; but Joe Public can guess they have more than us.”

“If it boils down to it we will defend our brand to the end. It would be very disappointing if that’s the way it went because it would be taking away funds that should be used on local musicians and practical education.”

Hewitt is undecided as to what will happen if Woolworths/Foodtown offer Radio One a shitload of cash to back down. “We’d have to weigh things up. I very strongly do not want to change our brand, but we need to be practical so we’ll look at all the options.”

Currently the Radio One logo has been trademarked and Hewitt reports that “we’re in the process of getting the Radio One station name trademarked but it’s a lengthy process. Onefest and Onecard are things that we were also looking at trademarking.”

Thanks to www.r1.co.nz for this story.

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