With the entrance of another inter-island airline here, the competition has gotten ugly very quickly. Hawaiian and Aloha airlines first tried legal maneuvering to make it hard, if not impossible for the new guys to even get started. The capper, though – at least so far – was a move by Hawaiian Air. They are now trying to stop Go! Airlines from using the word ‘Hawaiian’ anywhere in their promo materials. They don’t want them to even use the phrase ‘Hawaiian islands’. How’s that for playing hardball?
In Hawaiian Air’s defense, Go! packed their homepage with the word ‘Hawaiian’, sometimes using it twice in one sentence(!). It will be interesting to see if they are stopped from using that word. If they do, I might try to trademark the word ‘The’. It’ll be fun sending cease and desist letters to every company on the Net. Take that, corporate America!
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