![]() They protect that which identifies your product or service and sets it apart from all other similar products and services. Trademarks are not designed to protect the products or services themselves. Let me rephrase it: A trademark can be anything (a name of a product, a name of a service, a logo, a tagline, a sound, a color, a shape, or the look and feel of a product) as long as it has nothing to do with the functionality or features of your products and services and as long as it allows your customers to tell your products and services from the same or similar products and services offered by your competition. Now, it’s time to get into what trademarks actually are, so that you can understand what can and what cannot be trademarked.Ī trademark is a feature unrelated to the characteristics of your products or services which allows your new business to help customers and consumers distinguish your products and services from identical or similar products and services of everyone else. In my previous article, The Secret of Thriving in a Competitive Industry, you learned a strategy that uses trademarking to create and maintain an important advantage over your competition. ![]()
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