Jack Daniel’s has some smart lawyers. Rather than trying to bludgeon Patrick Wensink, who’s latest novel’s book jacket bears a more-than-striking resemblance to the storied whiskey bottle, the “cease and desist” letter sent by the distiller’s lawyers reinforces the brand and alternately thanks the author and appeals to his sensibilities as a fellow owner of valuable intellectual property. They even go so far as to offer to help defray some of the costs of removing the infringing book covers from the stream of commerce.
Rather than turning Wensink into an enemy, they essentially appeal to reason and seek to increase brand loyalty, rather than diminishing it with aggressive, threatening positions.
Kudos to Jack Daniel’s and their clever attorneys for turning a challenge into an opportunity, rather than just one more fight over IP.