Branding

Photo of Goo Goo Cluster store in Nashville

What a Cluster of a Trademark

Trivia time! Can you name the first candy bar in the United States to feature a collection of ingredients? Hint: It's made here in Nashville. Give up? It's the Goo Goo Cluster. Recently, a friend celebrated his birthday by planning some "tourist in your own town" activities. This included taking a trolley down to the heart of Music City: Lower Broadway. Like many locals, I stopped frequenting Lower Broadway years ago when it transitioned from a quirky collection of honky tonks into a country music-themed mash-up of Bourbon Street and the Las Vegas strip. So, I was curious to check [...]
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Marketing Masterpieces: How Renaissance Artists Pioneered Modern Marketing

Ciao from Italy! I'm currently on a multi-generational family trip. So what does this have to do with trademarks? Well, during a visit to the Uffizi Gallery in Florence, I stumbled upon a fascinating connection between Renaissance artwork and early examples of advertising and marketing. Trademarks in Renaissance Art Italian Renaissance painting was not merely focused on sacred themes. Many paintings were used as creative advertisements for the businesses of art patrons. Let's look at two examples that showcase this unique blend of art and commerce. The Adoration of the Magi by Gentile da Fabriano (1423) Commissioned by wealthy merchant [...]
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Photo of Twitter X sign

X and The Risks of Rebranding

Last week, Randy wrote about some lurking trademark issues that could await Elon Musk as he rebrands Twitter to X. Musk’s decision shines a spotlight on the risks associated with rebranding. Not only can rebranding lead to a potential dispute with another trademark owner, as Randy discussed, but it can also cause a brand to lose a lot of value. Trademarks can be valuable assets, but with the rebrand, $4 to $20 billion in value vanished overnight based on estimates from analysts and brand agencies. Musk purchased Twitter for $44 billion in October. Coincidentally, the company is currently valued at [...]
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Image of an X made of blue birds

Rebranding Spotlight: Transforming Twitter into X

After I heard that Elon Musk would rebrand Twitter as X, I did what many nerdy trademark lawyers did: I checked the U.S. Patent and Trademark Office database for any recent X trademark filings by Twitter or X Corp. I didn't find any, which is not necessarily unusual. Sometimes multinational companies will first file outside the U.S. and later extend protection to the U.S. So I checked another database for filings outside the U.S. and still found nothing. There is a lag between filings being made and when they first appear in the public trademark databases. In the U.S., it's [...]
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Dunkin’ Don’tnuts

I have a bit of a sweet tooth. Just last week, my mother-in-law left a bag of pumpkin spice donuts at my house. The donuts didn’t survive the night. Unfortunately for donuts, they did not survive Dunkin’ Donuts’ recent rebrand either. Earlier this week, Dunkin’ Donuts made the announcement that it would be dropping the “Donuts” from its name. I could try to provide a pithy explanation for the rebrand, but let’s leave that to Stephen Colbert. While the rebrand was a surprise to many, anyone with a keen eye on USPTO filings would have noticed the company filed multiple [...]
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Uber Logo on Phone

Uber Logo Uber Alles

The Uber logo has changed again. This time, for the better. As you may remember, way back in 2016 Uber changed its "U" logo to a more "futuristic" design. The Internet, kind soul that it is, immediately noticed that when turned 90 degrees, the logo looked like a certain part of the human anatomy: https://gizmodo.com/ubers-new-logo-its-an-asshole-1756692669. It took Uber just two short years to come up with a new "cleaner" design. You may have noticed the change in the app icon design on your phone. The Old Uber Logo v. The New Uber Logo I like the new logo, but that's [...]
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Poke Bowl

Don’t Poke the Bear- The Aloha Poke Co. Trademark

As a trademark owner, you need to enforce your rights or you could potentially lose them, but sending out trademark cease and desist letters can be tricky. These letters can wind up circulated widely on social media, and every couple of months it seems like one devolves into a PR catastrophe. This episode of Cease and Desist Letters Gone Wrong involves the Hawaiian dish “poke”. Poke consists of cubed raw fish, rice, and sauce. It’s delicious and relatively healthy so, through the magic of capitalism, poke restaurants have sprung up all over the country. One of these poke restaurants, Aloha [...]
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Puppies

Law Firm Launches Puppy Themed Website

Nashville-based trademark law firm, Trust Tree Legal, P.C., has launched a new website, totally rebranded with images of puppies. The website, which launched in mid-November, isn’t just about puppies, however. The firm has grown rapidly since it was founded in 2015, and relies heavily on technology to serve its clients. The firm will file more than 600 trademark applications in 2017, and needed to update its website to accommodate the increasing demand. The website includes a robust learning center where anyone can learn about trademarks for free. It also allows clients to order trademark services online, a unique feature for a law […]

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