Comments on: Your Tagline Could Be Worth Millions

By: Joe Panettieri

Joe Panettieri — Thu, 25 Jun 2009 01:20:29 +0000

Mitch, thanks for the examples you offer up to readers. I hesitate to say too much more on the topic of trademarks because, frankly, I’m not an expert. But MSPmentor(TM) does understand the “need” for trademarks.

By: Mitch Brisebois

Mitch Brisebois — Thu, 25 Jun 2009 01:18:17 +0000

Joe, totally agree! If you haven’t trademarked your company name – do it now! Many people believe that incorporating protects your business name. It doesn’t.

Luckily, trademarking your business name is reasonably cheap (about $3k US), but you have to do your homework. The name you choose has to be very distinct from anyone eles’s in the field.

A trademark has two significant parts: the name and its intended use. For example, Apple has a trademark on computer equipment. There’s also an Apple trademark for gardening tools. The usage statement is the most delicate part of an application.

In the example of Alpheon, the staement of use is more important than the name itself! USPTO description follows:

Technical support services, namely, troubleshooting of computer hardware problems; monitoring the computer systems of others for technical purposes and providing back-up computer programs and facilities; computer services, namely, on-line scanning, detecting, quarantining and eliminating viruses, worms, Trojans, spyware, adware, malware and unauthorized data and programs on computers and electronic devices; computer security services, namely, restricting access to and by computer networks to and of undesired web sites, media and individuals and facilities; computer technology support services, namely, help desk services; technical support, namely, monitoring of network systems; all such services being provided directly to end users and not to other hardware or telecommunications providers

By: Joe Panettieri

Joe Panettieri — Wed, 24 Jun 2009 14:40:31 +0000

Mitch: Thanks for sharing that URL link with readers. And to your point, not all taglines are worth trademarking. At the least, MSPs should seek to trademark their company names before pursuing sub-brand trademarks.

By: Mitch Brisebois

Mitch Brisebois — Wed, 24 Jun 2009 14:31:39 +0000

Great post, Joe! I agree that a good tag line can communicate a company’s value proposition and help boost its SEO. As for trademarks, I’ve been through the process many times. Larger companies will continuously apply for tag line marks, and abandon them if they don’t “stick to the wall”.

For example Apple TM’d “Think Different” but thankfully abandoned “it’s not what a computer can do, it’s what you can do” huh?

Remember Vista’s “The Wow starts now”? Microsoft also abandoned “Amuse yourself, amaze others”.

I’ve noticed that many of the tag lines used by MSPs are pretty generic. Searching the patent office DB shows a lot of rejected tag lines for information technology. Unless you have something really unique, I’d probably invest the $3,000 in better marketing for the brand instead of handing over the cash to lawyers and the USPTO!

Search for live and dead trademarks here: http://www.uspto.gov/main/trademarks.htm

By: Joe Panettieri

Joe Panettieri — Tue, 23 Jun 2009 13:20:25 +0000

Roger S: I'm not a marketing wizard, but taglines can last for several years. This list of Coca Cola taglines gives you a feel for how mainstream companies continue to re-invent themselves every few years -- or even annually. On the trademark front, you can start your research here. But my own limited experience suggests you should speak with your company's attorney to help determine whether you want to pursue a trademark, and whether something can be trademarked.

By: Roger S

Roger S — Tue, 23 Jun 2009 04:49:25 +0000

How often do companies typically change their taglines and do taglines need to be trademarked? If so how do we go about checking potential trademark issues? We’re a five person solution provider in Kansas City with limited funds but we do want to protect a tagline we’re developing.