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Nine years ago Will Chesney got an abrupt call: He was to grab his dog and arch to Virginia, immediately.
What came abutting were weeks of all-embracing training as the Navy SEAL and his aggressive alive dog, Cairo, able for one of the best cogent appropriate operations missions in history: Operation Neptune Spear. By May 2, 2011 Cairo and Chesney were on the arena in Abbottabad, Pakistan, demography allotment in the arrest that dead Osama Bin Laden.
This year, on April 21, Chesney appear his memoir, “No Ordinary Dog.” Coauthored by Joe Lyndon, the book is affected as a accolade to the operators Chesney served alongside during his 13-year career in the Navy and to Cairo, the Belgian Malinois who abutting him on the Bin Laden raid.
But the aforementioned day that “No Ordinary Dog” was released, the Navy beatific a letter to the publisher, St. Martin’s Press, demography affair with its use of the Navy Appropriate Warfare insignia, additionally accepted as a SEAL trident, on the cover, as Coffee or Die aboriginal appear on May 1.
A archetype of the letter was provided to Task & Purpose by Chesney’s business partner, Mark Semos, a aloft SEAL and a ambassador and biographer with The Reserve Label.
“This book appears to accept the Navy SEALs’ trident badge on the cover. You may not be acquainted that the U.S. Navy has brand rights in this insignia,” reads the letter. “Accordingly, we appeal that the trident not be included on the awning of the accessible book.”
A before-and-after photo of the awning of “No Ordinary Dog,” one with the SEAL trident, the added without. The trident was removed from the awning afterwards the Navy beatific their letter advice the authors and administrator of the brand infringement. St. Martin’s Press/Task & Purpose
Though the administrator agreed to abolish the trident, the appeal was met with attrition from both Chesney and Semos. Chesney beneath to animadversion for this article, admitting Semos provided a screenshot of an email that Chesney beatific in acknowledgment to the Navy’s letter.
“I myself becoming the appropriate to abrasion the trident afterwards commutual BUDs training in chic 246, and while my dog Cairo was clumsy to clearly acquire a trident, he was attack in the band of assignment on an NSW operation while attention our team,” Chesney wrote in his May 1 email.
“I’m allurement to use the badge in adjustment to account my dog who was a Navy Aggressive Alive Dog and to acquaint my story, which accustomed DoD approval above-mentioned to publication,” Chesney added.
Despite Chesney’s appeal that his book be accustomed to accumulate the trident, the Navy banned to budge. On May 6, Chesney accustomed the afterward email acknowledgment from Michael Badagliacca at the Office of Naval Research, which oversees the service’s trademarks:
“We are acquainted of your accreditation as a SEAL and the ballsy efforts of Cairo. The Navy appreciates your account and is admiring of Cairo’s absorbing adventure actuality told. We admit that your intentions are honorable, but abounding bad actors attack to commercialize on the SEALs’ acceptable name. As you can appreciate, the trident is angelic to the SEALs and for that acumen it is action to absolute its use to Navy-sponsored activities. We anticipate Cairo’s adventure is absurd and will affect others, alike afterwards the trident on the cover. We ambition you the best of success with the book.”
Prior to publication, Semos told Task & Purpose that the book underwent an “extraordinarily onerous” screening action through the Department of Defense that lasted about a year and a bisected to ensure that annihilation fabricated it to book that would attempt operational security.
This fabricated the Navy’s letter all the added unexpected, abnormally back it came appropriate as the book was published.
“They waited until our advertisement date to accelerate that cease and abandon — that’s adverse to me on a agglomeration of fronts,” Semos said.
The Navy, for its part, says that they never issued a “cease and abandon letter,” but an “educational notice” meant to accomplish the book administrator acquainted that they were application a trademarked symbol, according to David Smalley, a agent for the Office of Naval Research, which oversees the service’s trademarks.
“It is important to agenda that the Navy Brand and Licensing Office’s accord to the publishers was not a cease and abandon letter,” Smalley told Task & Purpose. “Rather, it is an educational apprehension apropos the Navy’s brand rights. The letter’s absorbed was to advance the Navy’s brand rights and brainwash the administrator that the SEAL Trident is a attribute of account and candor and to burden from application it on book covers for business or adorning purposes.”
“The Navy’s Brand and Licensing Office issues several apprehension of rights belletrist per ages apropos the use Navy SEAL trident, the words United States Navy, and added brand violations that it finds or is alerted to,” Smalley continued. “For the best part, companies, publishers and users accede back they accept the educational letters.”
For those abaft “No Ordinary Dog,” allotment of their annoyance is that the attribute has been acclimated on agnate works.
“My compassionate of brand administration is it has to be constant beyond the board,” Semos said. “It doesn’t booty abundant to Google chase books about Navy SEALs, and a lot of them use the trident.”
Even the best brief chase for “Navy SEAL book” pulls up a dozen such examples:
Task & Purpose
Of the books referenced above, Smalley told Task & Purpose that they “are examples of why the Navy absitively in the abatement of 2019 it was time to ability out to abounding publishers.”
“These books were appear afore the educational belletrist were distributed,” he continued. “The Navy has requested that accepted and approaching prints of these books do not accommodate the Trident on the cover. We accept accustomed acceptance from several publishers acknowledging and acquainted the candor of the SEAL trident.”
As for whether alteration the awning will accept a banking impact, Semos said he was assured “there will be.”
“There’s activity to be, unquestionably, a accident here, but we can’t put a cardinal on it because we aloof don’t apperceive what it will be,” Semos said.
“All these bodies accept apparent the book awning with the trident on it, now back they go to a bookstore as the lockdown is eased, or go to Amazon to acquirement the book, they’re attractive at a altered book cover,” he continued. “And so in a way, it can advance to a lot of questions: Does the Navy not abutment this? Does the Navy not abutment Will? Was there article amiss with Will’s account almanac — which of advance there wasn’t; he had an admirable record, and acutely alternate in one of the better appropriate operations missions in history.”
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