infringement, the protection afforded by it does not expire. Because of this, many organizations defend their trademark against other companies who’s branding even only slightly copies their trademark. For example, Chick-fil-A has trademarked the phrase “Eat Mor Chikin” and has vigorously defended it against a small business using the slogan “Eat More Kale.” Coca-Cola has trademarked the contour shape of its bottle and will bring legal action against any company using a bottle design similar to theirs. Examples of trademarks that have been diluted and have now lost their protection in the US include: “aspirin” (originally trademarked by Bayer), “escalator” (originally trademarked by Otis), and “yo- yo” (originally trademarked by Duncan). Information Systems and Intellectual Property The rise of information systems has resulted in rethinking how to deal with intellectual property. From the increase in patent applications swamping the government’s patent office to the new laws that must be put in place to enforce copyright protection, digital technologies have impacted our behavior. Privacy The term privacy has many definitions, but for purposes here, privacy will mean the ability to control information about oneself. The ability to maintain our privacy has eroded substantially in the past decades, due to information systems. Personally Identifiable Information Information about a person that can be used to uniquely establish Information Systems for Business and Beyond (2019) pg. 270
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