Posts in Trademark Basics

Recently Inc.com published an article titled The Art and Science of Corporate Icons, which discusses Skeeter the squirrel, who is apparently the only squirrel in the world allergic to nuts. Skeeter is also the cartoon mascot for Skeeter Snacks, a line of nut-free cookies created by Dave Leyrer and Pete Najarian, whose target audience is parents with children who have allergies to nuts. The Inc.com article, discussed the creation of Skeeter from the drawing board to the finished product, including what aspects of this critter they wanted to depict their brand. They wanted the product to not only be affordable and appealing to kids but also to show that they were “…more playful than other allergen-free brands.”

In 1879 the United States Supreme Court first had the opportunity (and necessity) to address whether Congress had been granted in the Constitution the power to enact legislation to protect trademarks. Since 1879 there have been many cases involved trademark issues that have wound up the top Court in the United States. But a summary start to finish of all Supreme Court trademark cases is even a bit ambitious for us in a single article. Thus, what follows is a summary of those trademarks issues that have reached the Supreme Court over the last generation.

Counterfeiting is now one of the fastest growing and profitable industries in the world. With an average of 5 – 7% of the world trade market, it is a $600 billion per year industry. The U.S. Customs and Border Protection (CBP) reports the total number of counterfeit goods increased dramatically in FY 2011 by 24% compared to the prior year, and has increased 325% over the past decade. The impact and cost across industries is quite staggering. The Federal Trade Commission reported that counterfeit automotive parts total approximately $12 billion and also result in 200,000 fewer manufacturing jobs. Additionally, electronics industry experts stated a loss of between $100 billion and $200 billion annually. Of particular concern is the pharmaceutical industry, which counterfeit drugs account for $75 billion dollars globally.

According to the FTC, coupons are a big business.  There are more than 3,000 manufacturers that annually distribute nearly 330 billion coupons that are worth an estimated $280 billion. With this type of marketplace it is easy to understand why opportunistic criminals would be interested in the industry, particularly given the economic plight of the moment caused by the Great Recession, which we cannot seem to escape.  Tough times cause people to be more cost conscious, but this also provides the perfect cover for con artists and scammers.  

No matter where we go these days, social media surrounds us. It seems everyone is saying, “Follow us on Twitter.” “Like us on Facebook.” “For More Information Scan Our QR Code.” Just this week alone I have seen at least a dozen places in my everyday life where social media has come into the real world; At church, On my way home from the airport on the backs of hotel shuttle vans; At my local coffee shop to name a few. Social media is here to stay and businesses of all sizes know it. But what many smaller businesses don’t know or care to realize is that there are several bad habits that still need to be broken in order to make the most out of their social media strategies. Following is a list of these common bad habits and what small business can do to get it break away from these same old mistakes.

Social Media is not a fad. It is not something that is going to go away nor is it going to be replaced by something bigger and better. Most businesses have embraced social media and all that it has to offer. Perhaps you, yourself have taken a ride on the social media bandwagon. But, even if you have a well-established social media presence, are you really getting the most out of your online relationships? Are you missing opportunities to truly leverage your business relationships online in order to reap bigger rewards and sales in the real world? Following are 5 easy ways that you can take to utilize your online business and real-world relationships to increase your overall social media ROI.

Trademark owners who attempt to file and prosecute their own trademark applications are really being pennywise and pound foolish. I appreciate the reasons for filing your own trademark applications, particularly in this economy. Many times, trademark owners are small companies in their infancy, or individuals that are trying to minimize legal fees while attempting to obtain valuable trademark protection. Nevertheless, there is significant long term damage that can be caused by filing your own trademark, or relying on a one-size-fits-all service provided by non-attorneys.

Leason Ellis LLP, an intellectual property law firm located in White Plains, New York, recently filed a complaint against USA Trademark Enterprises, Inc. of Sarasota, Florida. The multi-count Complaint alleges that USA Trademark Enterprises has engaged in false advertising and unfair competition by marketing a catalog of trademark registrations, which offers no value because the published information is freely available in the online records of the U.S. Patent and Trademark Office. David Leason, Managing Partner of Leason Ellis, said “by targeting our clients and us, USA Trademark Enterprises has interfered in our business and cast a shadow over the legitimacy of trademark-related communications. In filing suit, we are out to protect our clients, our business, and the integrity of the trademark process from predatory and deceptive marketing.”

Just like people, all brands have their own personality. Brand personality is defined as a set of human characteristics that are associated with a brand name and is determined by consumer interactions with your brand. It is essentially, how your brand behaves in the public light. Your brand personality is determined mainly by your own personality and identity. There are many influences on brand personality including profession, industry, age, gender and emotional characteristics, to name a few. But your brand personality should also reflect what you want others to think of when they hear your name.

Thanks to social media everyone has the ability to connect with like-minded individuals all over the world. But if you want to exploit social media you need to have an effective strategy. It doesn’t take an enormous amount of time each day. In fact with only 15 minutes a day, you can really make quite an impact. But like everything you hope to succeed with in life it does take planning and forethought. Here are suggestions on how you might be able to use social media to develop your brand, monitor quality, engage customers, expand upon ideas and connect with others within your industry.

As an aside, and somewhat related to the boring concept, is the idea that intellectual property practitioners are all basement-dwelling nerds. OK, maybe we’re a little nerdy in some ways, but I swear I do not live in a basement, my summer reading did not include the cheat guide to World of Warcraft, and I have NEVER been to Comicon. So what if I have the blueprints to the Millennium Falcon on my office wall and my favorite TV show is “How it’s Made”? You gotta admit some of the stuff we get to do and see in our professional lives is pretty freaking cool. The seediest infringement cases. The bleedingest edge of technology. The next rival to the power of McDonald’s logo or Coca-Cola trade secret. I wear my nerd moniker proudly.

When seeking to obtain a United States trademark there are a number of different steps to the process, and even after the trademark has issued there are several key events that must be planned for in order to continue to maintain the trademark in good standing. Before moving forward to elaborate it is vitally important to understand that once you file a trademark application it will be necessary to promptly respond to any inquiries made or issues raised by the Trademark Office, which will come from a trademark examining attorney. Likewise, to preserve the trademark in good standing there will be additional steps that you must take after the trademark has issued.

Having a small business means having many challenges, especially in the earliest phases of development. Faced with challenges such as letting people know about your new business, establishing and augmenting your brand, creating a website, designing logos, developing and implementing marketing initiatives, creating and printing real world marketing materials, procuring new clients and customers, building and maintaining a blog, initiating and executing a social media campaign, acquiring followers within your social media platforms, securing office space at a reasonable cost, book keeping and everything else that must be done during the start-up process. This seemingly endless list of tasks seems to imply that starting a new business will most certainly be a stressful and very expensive endeavor. But starting and growing a small business, does not have to cost you an arm and a leg nor does having a small business mean that your business has to look “Small.”

Counterfeiting is a far bigger story than loses to big companies and the associated loss of downstream economic activity. Those that support counterfeiters by buying knock-off goods are also increasingly supporting organized crime, including drug cartels, who are increasingly looking to the generous profits that can be earned and exceptionally low jail terms even if they do get caught. In fact, the largest Italian organized crime group is estimated to receive 10% of its annual $25 billion from counterfeited and pirated goods.

With social media, You Are Your Brand. But what exactly does that mean? If you are part of a larger firm or business, you may be using social media to promote the products and services your company/firm offers, but you are doing so as an individual. Social media is about sharing content and building relationships. The general voice of your company/firm would not work in social media, nor in face to face networking for that matter, without each individual representative of the company displaying their own personalities and adding unique insight which ultimately is what attracts new, potential clients.