The NY Times reports that Stephen G. Goetz, a credit card marketer in San Francisco, is suing American Express over their tagline "My life. My Card," which they have been using in a national advertising campaign since last autumn.
Lawsuits accusing companies of stealing trademarked slogans are common, and many are routinely dismissed. But Judge Lewis A. Kaplan of Federal District Court in Manhattan ruled earlier this week that the issues in this case of brand identity theft can go to trial, possibly as early as December.
At issue is whether American Express independently conceived the idea for the campaign that began in November, or took it from Mr. Goetz, who claims he used it in a sales pitch to the financial services company in July.