Choosing a name is a strategic decision. A good name determines the success of a service, company or product to a large extent. So, a good name deserves attention.
As trademark attorneys we know the legal spectrum of names: from the descriptive ones to the fantasy names. While the latter is much easier to clear and protect, the descriptive ones need more attention in order to register these. And while there are sometimes good reasons to adopt a descriptive trademark, we are fond of the names which are original or very well chosen.
Like the name of the sandwich bar in Amsterdam who has adopted the name Bread Pitt Sandwich Factory. A nod to Brad Pitt with a reference to what they do. A distinctive trademark, certainly. Hopefully Brad Pitt likes the sandwiches.
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“Trademark protection gives freedom to do business.”