Buc-ee’s Thinks It’s Defending a Trademark. Beavercreek, Ohio Thinks It’s Defending Its Identity

The backlash to the gas station chain’s latest lawsuit proves the emotional power of logos and symbolism.

EXPERT OPINION BY SCOTT HUTCHESON, AUTHOR, BIOHACKING LEADERSHIP

Buc-ee’s in Luling, Texas. Photo: Getty Images

Buc-ee’s says it is simply protecting its trademarked beaver logo in a contentious new lawsuit. Many residents of Beavercreek, Ohio, believe they are protecting something of their own. That difference reveals why leaders should never dismiss a logo, mascot, name, or other familiar symbol as merely a branding detail.

The Texas-based travel-center chain has sued Beaver’s Mini Mart, a small convenience store in Beavercreek, arguing that its smiling beaver logo is too similar to Buc-ee’s famous........

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