TROY ? What?s in a name? For Syntel, hundreds of thousands of dollars annually in advertising costs. So when a Texas company started using Syntel?s tag line Consider It Done, Syntel ordered the company to cease. When talking went no where, Syntel filed a lawsuit June 30 in U.S. District Count in Ann Arbor.
Syntel is asking the court to rule that the Texas company going by the name Consider It Done is infringing on Syntel?s federal trademark and violating federal unfair- competition laws. Syntel says it wants the court to order Consider It Done to stop using the name because it is confusingly similar to Syntel?s branding slogan.
?We are protecting our registration mark, a mark we?ve had since 1997,?? said Syntel Marketing Vice President Jonathan James. ?We?ve been trying to communicate with the folks in Texas and get them to cease and desist. They have not responded. We felt we had no other course of action than to file suit.?
James said Syntel spends about $750,000 in advertising and marketing yearly, so much is at stake. Syntel is represented by Detroit-based Bodman L.L.P.?s Ann Arbor office.
