TerraCycle - Fights Back Against the Giant (Scotts Miracle-Gro)

This great article on Inc.com entitled "Legal Lemons, PR Lemonade" talks about a small organic plant food company, TerraCycle, being sued by plant food giant, Scotts Miracle-Gro. The owner, knowing he couldn't fight them in a normal legal battle, started the website, SuedByScotts.com.

While it appears that the legal battle might still be on, both the New York Times and Advertising Age picked up the story, bringing more brand awareness to TerraCycle, exactly the opposite of Miracle-Gro's strategy. Companies need to protect their brand so there is no consumer confusion, it's the reason trademarks were created. However, comparing one brand to another is so common in marketing that one can't help but think Scott's is simply trying to cripple a smaller, potentially competitive brand.
(nc)