The reason behind the Alderwood Creative rebrand, and what you can learn from it
The past year has been a monumental one for Alderwood Creative. The owner, Mal Alder made the 40 under 40 list and her agency was named among the Best Local Advertising Agencies by Knoxville CityView Magazine.
A six-year-old Knoxville-based digital marketing company, Alder & Co., recently rebranded as Alderwood Creative. However, the change wasn’t entirely voluntary—it stemmed from a legal dispute over trademark rights to the name.
The company’s Founder, Mal Alder, said it was an unexpected hurdle but one she believes ultimately led to a rebrand that aligns with her company’s creative focus and collaborative spirit.
Mal shared her story as a cautionary tale for other business owners navigating trademark law.
teknovation.biz interviewed Alder in March 2024. She shared her journey working in various marketing agencies before taking the bold leap to go out on her own. At the time, she thought using her last name (Alder & Co.) was a great way to pay homage to her family roots.
Over six years, Mal developed a robust book of business with clients across the region. The agency successfully assisted more than a hundred small businesses and non-profit organizations with their digital marketing strategies.
Meanwhile, across the United States, in Portland, Oregon, another marketing agency also started going by the name Alder & Co. This company is focused on growth-marketing and branding for climate-tech companies. The Portland-based company was formerly known as Alder Agency & Co.; however, as a result of a merger in 2021 with ImpactB2B, they shortened the name.
Mal named her company after her family name. Alder Agency & Co. named their company after the Alder trees, which grow up and down the West Coast.
“I was shocked and didn’t know what to do,” Mal said. “This was never a part of the plan when I started my business.”
After all, she has been using Alder & Co. since 2018, and Alder Agency & Co. only recently rebranded to Alder & Co. in 2021.
“This was my brand that I built so much business off of. The name meant a lot to me and my family, so I wanted to try and fight it.” Mal explained.
She hired a lawyer to navigate trademark law and explore a geographical compromise that might satisfy both parties. She also tried to claim rights to the name, since she had been using Alder & Co. for four years before the Portland-based company’s rebrand.
“Tens of thousands of dollars later, we learned that since the Portland-based company’s operations pre-dated us by four years, they get legal rights to the brand through a trademark law called ‘tacking,’” Mal shared.
Tacking is a legal doctrine that allows a trademark owner to make slight modifications to their existing mark without losing the original priority date. Essentially, it allows trademark owners to “update” their brand identity while retaining the legal protections of their original registration.
While Mal had used the name Alder & Co. since 2018, Alder Agency & Co.’s earlier operations gave them an advantage under the ‘tacking’ law.
“I learned that part of being a small business owner is going with the flow. I got tired of fighting it, and by the recommendation of my lawyer, we somewhat reluctantly decided to rebrand,” Mal said.
The experience was heartbreaking for Mal in several ways, but now looking back, she’s grateful. She believes the rebrand has ultimately been positive, opening new doors and opportunities.
“We didn’t lose any clients, if anything, people love our new name and brand,” she said. “Plus, the new name is a great representation of who we are. It’s not just about me anymore, it’s about the creativity of our people as a whole.”
It’s been a big year for Alderwood Creative since the rebrand. Alderwood Creative was named among the Best Local Advertising Agencies by Knoxville CityView Magazine in 2024.
Then, the University of Tennessee, Knoxville hosted the Marketing & Sales Innovation Conference and Awards in April. Mal won the Better Marketing for a Better World award.
Then, Mal was recognized in the Knoxville News Sentinel (KNS) 40 under 40 list. As you can see, it has been a really good year.
In her interview with KNS, she said her goal is to “leave a legacy of servant leadership that makes our community better. If I can retire knowing I’ve accomplished that, I’ll consider my career fulfilling.”
Nominees for the 40 under 40 recognition are carefully chosen based on proven leadership skills, industry innovation, and dedication to positively impacting the region.
“This was a huge life and career goal of mine. It was such an honor to be on this list,” she shared.
With the trademark troubles in the rearview mirror, Mal is focused on continuing to grow Alderwood Creative in a sustainable way, slowly expanding her team and connecting with new clients across the country.
Above all else, she wants to continue serving her existing clients and employees well.
Learn more about Alderwood Creative.
Read Mal Alder’s 40 Under 40 Feature in Knox News!
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