You don’t always need lawyers.

Southwest Airlines and Stevens Aviation once settled a trademark question with a CEO-to-CEO arm wrestling match. It resulted in a ton of free PR for both. “While most companies would settle the dispute the conventional way—by calling in the lawyers and burning through ungodly amounts of cash litigating it—the Stevens executive wondered if Southwest might be open to a lighthearted duel. The gutsy marketer suggested the companies’ respective CEOs settle things with a winner-take-all arm-wrestling competition—with the “victor” earning the rights to the slogan.” learn more

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