Google Bypass to Change Name After Pressure from Internet Giant

On Holiday Group’s new marketing project, Google Bypass is being pressured in to name after allegations of name misappropriation from the internet giant.
By: VacationRentalPeople
 
Oct. 20, 2010 - PRLog -- The On Holiday Group’s latest marketing project ‘Google Bypass’, has been put under pressure to change its name due to allegations of falsely representing the Google brand.
The Google Bypass scheme was set up by the On Holiday Group which was set up by Ste Endacott, with Google Bypass operating under their Holiday Nights trading name.
The scheme sends out classifieds to all Holiday Night s customers, which all come with their own URL. Customers are thereby all invited to peruse the current offers available from Holiday Nights.
Customers are then asked to send on these URLS to friends and colleagues who may be interested, thus advertising by word of mouth rather than paying Google to advertise them through their high priced pay per click system.
The customers who receive the URLs generally advertise the links over Facebook or Twitter, sending them out to their online followers on these social networking sites. Those that successfully attract business get $25 from the transaction.
The scheme was launched when Manager, Endacott decided he’d rather pay his customers to market their properties rather than spend the heavy amounts on Google’s pay-per-click advertising system, which he claimed took up to 75% of an agent’s commission.
Now the developing exposure of the company and their marketing scheme seems to have made its way to Google’s lawyers. With Google’s legal department’s ears pricked a name change is now necessary if the company should wish to remain operational.
According to the lawyers the name Google Bypass creates a false affiliation with their company, and misrepresents the Google brand, and On Holiday have already received a cease and desist order from the company calling for an immediate change of trading names.
Though Endacott is keen to disagree with Google’s implication that On Holiday are appropriating their brand name. Endacott had this to say “I completely fail to see how a customer could believe we were pretending to be Google, when we are telling people to bypass Google.”

“I can understand them wanting to protect their brand name, but fail to see why I cannot tell customers how much of their hard earned holiday money has to be paid to Google."
Yet part of Google’s marketing is to precede the service they are providing, with their company, for instance Google Mail, Google Goggles, or Google Translate.
It seems feasible that a customer could confuse this service for a Google product.
Now On Holiday is launching a competition in which entrants would suggest their own name for the service. In the meantime the service is operating under the name G-Bypass
So far the service has attracted nearly 2400 customers and has attracted 64 bookings of properties like apartments in Tenerife.
Endacott seems to be very happy with the project and is unperturbed by the name change “At the end of the day the success of the scheme has not been based on its name, but its ease of use. It does annoy me that Google can afford the legal expense to jump all over anybody who dares to challenge them, but I don’t fancy my chances of becoming the Goliath of the travel industry, so I suppose I’d better crawl back under the stone I came from.”

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