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AMSOIL
“The First in Synthetics”
A. J. Amatuzio, President and CEO.
Albert J. Amatuzio, President and CEO of AMSOIL Inc.,
announced that the phrase "First in Synthetics"
is now part of the AMSOIL registered trademark. No other oil company in the
world can claim to be first.
AMSOIL applied to have this statement registered and was
told that they must prove to the trademark officials, by documentation, that
AMSOIL Synthetic Oil was the first, historically. However, they also said that
by claiming to be first, we were insinuating we were the best (or #1/first) from
a quality or performance standpoint.
So AMSOIL had to convince them that they had the best product
to also claim to be first. AMSOIL proceeded to present comparison documentation
and test results backing up the claim that AMSOIL was also the best. Yes! The
trademark officials accepted the documentation to allow AMSOIL to use
"first" in their trademark.
But the process was not finished. The procedure now required
the government to notify all other oil manufacturers that would be impacted by
the decision, so they would have input before this decision would be official.
They were notified in writing and given 90 days to object, comment or respond.
The 90 days elapsed without a peep!
AMSOIL not only convinced the trademark office that AMSOIL
Synthetic Oil was the first historically, but also convinced them that AMSOIL is
the first in quality, and no other competitor objected!
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