The Spectrum of Distinctiveness – Descriptive Brands

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Richard Rimer

June 13, 2022

It’s summertime!  And we all know what that means—we celebrate the spectrum of distinctiveness!  This week I got the following letter from my daughter at camp: “Dear Dad, Today we learned about descriptive brands.  These brands simply describe the goods being sold—like “Chewy” for cookies.  I was sad to hear that these brands can’t be protected.”

I know, it breaks my heart too.  The camp apparently didn’t tell them that descriptive brands can eventually acquire the level of distinctiveness needed to become protectable.  I can’t wait to teach her how I can set up a strategy to accomplish this.

My client Smyrna Plumbing started out of necessity but has grown into a thriving business.  Now they are concerned that they are stuck with a brand that can never be protected.  Don’t trust your brand to someone who had camp training; I can help you protect descriptive brands.

Your brand is worth protecting! Is it descriptive?  Do you want to find a way to make it protectable?  Call me!