“Phone call for Phillip Morris!”

Denver’s venture capital company Altira is suing Phillip Morris to keep them from changing their name to Altria.

The closely held venture-capital firm said the name change would cause confusion with consumers who would assume the companies are affiliated, said Dirk McDermott, Altira’s managing partner. In addition to the similar spelling of the names, Philip Morris Capital Corp., a subsidiary, is an investment firm similar to Altira, McDermott said.
[…] If Philip Morris changes names, “we will be associated with the company,” McDermott said. “That would not be good for us.”