The Importance of Brand Clearance: How About “COVFEFE” As a Brand? Part 2

by Steve Anderson on Thursday, 22 June, 2017

In our last installment, we put a critical eye to COVFEFE as a potential brand and attempted to deconstruct it in terms of potential meaning. In this installment, we’ll look at how COVFEFE would have fared had it been cleared as a potential brand in the fashion and food/beverage industries.

Using our visualization tool, Corsearch FOCUS, which determines phonetic and appearance-based similarity and relevancy algorithmically, let’s look at the preliminary clearance patterns for COVFEFE in the clothing and luxury goods industry. Corsearch FOCUS plots the mark on a radar-like visualization, giving an aerial view to pinpoint the most relevant data.

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Topics: brands, branding, names

The Importance of Naming: How About “COVFEFE” As a Brand? Part 1

by Steve Anderson on Wednesday, 14 June, 2017

Interesting marks often come from unexpected places. Take the recent “COVFEFE” craze, based on an apparent typo in a tweet early May 31, 2017 by a certain “high profile” individual. In less than two weeks, there are now about 40 COVFEFE trademark applications filed worldwide, thousands of domains registered, and untold numbers of social media hits still happening around the clock.

Corsearch’s GeoMapping feature shows where known marks containing the term COVFEFE are currently filed throughout the world:

The COVFEFE mark is rapidly seizing the globe like a game of Risk®. We’re going to ignore COVFEFE’s humble origins for now and take a look at it from a pure “brand” perspective.

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Topics: brands, branding, trademark

Naming a Startup: Creative Names Aren’t All Taken (Yet)

by T+B BLOG TEAM on Thursday, 1 June, 2017

Have you noticed that a lot of startup companies choose unusual names, like misspellings of common words or a bunch of different sounds “smushed” together? TechCrunch writes in the article, “The bizarre naming trends that modern startups follow,” that company names that meet the usual criteria — short, memorable, descriptive, and easy to pronounce — are often already taken, so startups are becoming known for landing on some creative names.

TechCrunch reviewed the names of 1,000 startups launched in the last two years and identified some naming trends among them, including:

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Topics: branding, names

Attempt to Nullify Google Trademark Rejected by US Appeals Court

by T+B BLOG TEAM on Wednesday, 31 May, 2017

Google is not going to become the next kleenex, hoover, zipper, or videotape. All of these words lost their trademark protection because their names became generic. Under U.S. federal law this is known as “generocide,” which can end up stripping a trademark of its legal protections if it is proved that the mark has become known as a common word for a good or service.

But that doesn’t apply to Google, according to a recent US Court of Appeals ruling.

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Topics: branding, trademark

Names Matter: The Challenge of Naming Your Brand

by T+B BLOG TEAM on Monday, 22 May, 2017

Do names really matter? They do if you’re involved in trademarks, domains, or brand protection. And they’ve become extremely important in today’s complex trademark landscape.

Names are a face to the world. They’re often the first thing you read or hear about something new and they can act as a critical differentiator in a crowded market.

Anyone who’s ever worked on a naming project knows it is a challenging exercise. Although it normally begins as fun and creative, it quickly progresses toward finding answers to these more difficult questions:

  • Is it easily understood?
  • Is it unique?
  • Is it acceptable globally?

Let’s take a look at some of the most common naming challenges — several of them might be familiar to you:

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Topics: branding, names


The title says it all. This is a blog about trademarks and brands, expanding the expertise and resources you’ve come to expect from Corsearch. From expert research tips to the inside scoop on productivity solutions, join the conversation about trademarks and brands.

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