Albert J. Amatuzio, President and CEO of AMSOIL Inc., recently 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.
Mr. Amatuzio told an interesting story as to how this came about. 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 through. 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!