As postured by the Denver Business Journal, this story seems to be about a mean foreign Goliath trying to stomp on a little home-grown David. As always, especially when lawyers are involved, it's more complicated than that.
First Horizon National Corp. of Tennessee entered Colorado through the purchase of a state bank charter in May 2006 and by July had sued Colorado-based Horizon Banks for infringing its registered service mark "Horizon." First Horizon refuses to comment on the matter to anyone. Horizon Bank's CEO Dan Allen is talking to anyone who asks.
He told the Denver Business Journal: "It's basically a case where you've got a hometown bank working to
retain its name. We're going to attempt to do that through the courts. We've got a very
large bank that is exerting some pressure on us."
[...]
Allen said it would be difficult to change the bank's name after nearly six years.
"We're basically working to retain our namesake," he said. "We may
end up having to do something different with respect to our name,
depending on the outcome of the litigation."
Some might wonder: Is it fair for a bank to enter the state and pressure an existing bank to change its name?
Well, that certainly sounds unfair at first blush. I'm not a trademark attorney, although I play one on TV have been involved in trademark and service mark registration issues in connection with banks and other financial institutions. It's not only a matter of who uses the name first in commerce, but who moves to protect the mark by registering it with the U.S. Patent and Trademark Office. I don't know all the facts, so I won't hazard a guess as to whose case might be the strongest. However, the matter is not as cut and dried as the Denver Business Journal's article might make it appear to be.
Mr. Allen had more to say to the American Banker (paid subscriptiuon required) in an interview published last week.
"It's frustrating to have worked really hard to
establish our reputation and credibility in our hometown under this
name and then have a large, out-of-state bank come in and try to change
what we've worked so hard to achieve," he said.
The Denver Business Journal's article could lead a reader to believe that Horizon Bank's use of the name "Horizon" predates its use by First Tennessee National Corp.
First Horizon Bank, a division of First Tennessee Bank National
Association, was established in December 2003. Its inaugural First
Horizon Bank was opened in Northern Virginia that same month; other
banks followed in Texas and Georgia.
In 2004, the parent company's name was changed to First Horizon National Corp. -- previously, it was First Tennessee National Corp. -- "to reflect its growing coast-to-coast status," according to the company's Web site.
Meanwhile, Horizon Banks, owned by Longmont's Big Sandy Holding
Co., began operating and expanding throughout the Front Range in 2001.
There are now 10 Horizon Banks branches in the Denver metro area,
Boulder, Longmont and Loveland, as well as a mortgage division in
Denver.
The American Banker brought a different set of facts to light.
First Horizon bought the rights to use the Horizon
name from another bank that had registered the name with the Patent
Office in 1974. Horizon Banks registered its name with the state of
Colorado in 2001, after changing its name from First National Bank of
Limon, but did not register the new name with the federal Patent Office.
A trademark expert, attorney Jason A. Bernstein, is quoted extensively in the American Banker article. I'd have to defer to him, since I assume that he doesn't have any skin in the game.
Mr. Allen said he believes his bank can win the lawsuit, but Jason A. Bernstein, a trademark lawyer, says he is skeptical.
More and more banks have moved into new markets and won such suits
against hometown banks with similar names, said Mr. Bernstein, a
partner at Powell Goldstein LLP in Atlanta.
Though established banks generally have first dibs on names over
banks moving into their markets, if a new entrant registers its name
with the Patent and Trademark Office before the established bank first
used its name, the newcomer wins, Mr. Bernstein said.
Case in point: In 2005 the $372 million-asset Horizon Bank in
Duluth, Ga., had to change its name, because First Horizon was entering
its market and had first rights to using "Horizon" in its name; the
small bank is now named Haven Trust Bank.
"A lot of small banks don't bother registering their trademarks with
the U.S. office, but they should always do it in bank formation, after
they do a search first" on who else may have their desired name, Mr.
Bernstein said. "It doesn't matter who is in your hometown — it matters
who is across the country, because they can always move in."
Both newspapers quote Colorado Banking Commissioner Richard Fulkerson, whose department approved the use of the name "First Horizon" in Colorado. He did not believe that the names were "deceptively somilar," which is all Colorado law allows him to consider. That's a different issue than those involved in trademark or service mark infringement.
I know Dan Allen. He was an officer of a former client of mine, and I worked with him for a number of years (although not in the last ten to twelve). When I dealt with him, he was a solid community banker and an honest man. If he believes that's he's got a defense, then I have to believe that he's being honest as to what he believes. That doesn't make him correct on the law, of course. It merely means that he's likely not trying to assert something in which he doesn't believe.
As to who's correct on the law, as I said, I'd have to defer to an expert like Mr. Bernstein.
Nevertheless, no matter how strong or weak the case of First Horizon might be, that institution comes across looking like a bully. That may be an unfair appearance, but it's the price you pay when you're (1) an out-of-state bank taking on a local bank, (2) a big bank talking on a little bank (although $1 billion is not tiny), and (3) you refuse to talk to the press and the other side gets to frame the public discussion. Is the public press battle more important than the legal pleadings and supporting briefs? Not if your only concern is to win in court, regardless of the effect on the perception of your institution in the local marketplace.
This might be one of those disputes where a bank with a strong case might think about who it would rather pay its money to, a litigator or a (marginal) competitor, especially when the more bad publicity it gets, and the longer the litigation drags on, the more "intangible" downside there might be. Lawyers who charge by the hour actually make more money the longer the matter takes to resolve. That's just the reality of litigation. For the client, the longer the case lasts, the longer it has to deal with lawyers, which for most normal human beings is akin to repeatedly piercing your eardrums with sharp objects. At some point, the big dog might pay a relatively nominal amount to the little dog to simply buy its rights, shaky though they might be. It's not as if the little bank deliberately set out to "squat" on the name in case the big bank ever entered the state.
Just a thought.
I also happen to know Richard Fulkerson, although I dealt with him more in his days as an OTS supervisory agent than in his current "gig" as Colorado's Banking Commissioner. He always had a wry sense of humor, which is one of the reasons you have to appreciate his suggestion for choosing a new bank's name.
"Personally, I'm to the point where I really like unique names. Some
computer-generated name -- 'Presario Bank' or something like that. But
that's just me."
No, it's not just you, Richard.
UPDATE (3/12/07): No, in this case I was not blogging drunk. I saved the intial rough draft of this post for later publication, instead of as a draft, and I never got back to spell-checking and proof-reading it before it was automatically posted last night. My apologies for assaulting your sensibilities.