Episode 028: Navigating the Trademark Jungle

Brilliant Branding Live Show Archives

Originally aired weekly August 2017 - August 2018 With host Phil Davis

Show Description

"Brilliant Branding" shines the spotlight, and provides valuable insights, into the most common, and frustrating company identity issues facing startups, entrepreneurs, consultants, and even established business owners. Topics address timely issues such as effective naming strategies, smart logo design, tips for trademarking, clear brand messaging, engaging social media and reputation management. We take a deep dive to uncover the "pivot point" of an organization, the "why" behind each business to help build a more clear, cohesive and compelling brand image.


If you’ve ever tried to name a company, brand a product or service, you probably ran into the issue of trademark. It’s a bit like running the gauntlet, or as some of you may recall the game of Frogger, where the goal was just to make it across the road.
On today’s show we discuss both the basics, and all the nuances, of trademarking your new company, product or service. Our guest is Brad Walz – Attorney at Winthrop & Weinstine and also the CEO of BOB an online trademark search tool. (trademarkBOB.com) Listen in as we cover topics such as:
What are the basic rules of trademark?
What is so important about trademarking a business?
What factors should I keep in mind when naming a company?
What’s the difference between literal/descriptive marks and arbitrary and coined marks? Which is best?
What are best trademark practices when naming a new business?
If you have any questions about trademark, this is the show for you. We cover a lot of topics so your business can shine!