The swipe-centric dating app may be all about spreading the love, at least where its customers are concerned, but woe betide any firm’s that even hint at riding on its coattails.
In May 2016, 3nder, the app for people seeking threesomes – yes, that’s a real thing – revealed that Tinder had issued legal proceedings citing company name disputes.
However, 3nder refused to be dominated and take it lying down. Instead of accepting defeat, the company launched a social media campaign against Tinder to drum up support for its unique offering – indeed 23 sexualities are listed within the app to support all needs.
Entitled #TinderSuckMySocks, 3nder attempted to rally its diverse customers “for the most awesome people to send Tinder their dirty socks”.
3nder founder, Dimo Trifonov, said: “There is a robust history of large companies attacking small businesses. 3nder acknowledges the impact Tinder has had on the world by introducing ‘swipe dating’ but harbours zero ambitions to be similar. We target an audience with completely different needs.
“Our members seek something else entirely when they come to us – to explore their sexual curiosity and date in an open-minded space. With so many sexualities and relationship structures left out of Tinder and the Match Group offerings, there is room for all of us. No one should have a monopoly on love.”
Tinder clearly disagreed, or maybe it received one too many dirty socks, and pushed ahead with the company name disputes.
3nder rebranded to Feeld in August that same year.
“A future rebrand has always been part of my long term thinking for the company,” said Trifonov.
On the next page the tables are turned as it was a well-known online retailer that fell foul of company name disputes, which worked out to be rather costly. Overleaf, we also recall how one social network made it clear the brand name was sacred.