TW friend BakedJake has worked hard to build up the TrueLocal brand, but that did not stop some Australian news outfit from cloning the brand and launching TrueLocal.com.au.
I emailed Jake Baillie, TrueLocal's president, about it. He said:
News Limited was made aware of TrueLocal’s existence and expansion plans for Australia in 2006 prior to the launch of their service, but decided to proceed despite the obvious brand confusion. TrueLocal will be taking all appropriate steps to protect our brand in Australia and worldwide.
Pretty bad move for a large news organization isn't it?