TM Branding Cap » competitive intelligence http://tmbrandingcap.com Get your trademark branding cap here Wed, 02 Apr 2008 17:52:36 +0000 http://wordpress.org/?v=2.3.3 en How to use competitive intelligence to make good decisions http://tmbrandingcap.com/2007/06/06/how-to-use-competitive-intelligence-to-make-good-decisions/ http://tmbrandingcap.com/2007/06/06/how-to-use-competitive-intelligence-to-make-good-decisions/#comments Wed, 06 Jun 2007 18:21:08 +0000 tmbc http://tmbrandingcap.com/2007/06/06/how-to-use-competitive-intelligence-to-make-good-decisions/ SHARETHIS.addEntry({ title: "How to use competitive intelligence to make good decisions", url: "http://tmbrandingcap.com/2007/06/06/how-to-use-competitive-intelligence-to-make-good-decisions/" });]]> Rain Today has a nice article titled Making Successful Decisions with Competitive Intelligence.  The article outlines the presentation by CI expert jillian Weisberg of The Thomson Corporation to the Rocky Mountain Chapter of the Legal Marketing Association.

Thomson research shows that law firms commony use competitive intelligence for six business development activities:

  1. When preparing for a meeting with a potential client
  2. When preparing a response to an RFP
  3. When identifying prospective clients
  4. When identifying cross-selling opportunities with key clients
  5. When evaluating a potential merger or practice group acquisition
  6. When deciding whether to open a new office or launch a new practice area

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]]> http://tmbrandingcap.com/2007/06/06/how-to-use-competitive-intelligence-to-make-good-decisions/feed/ What is Electix? http://tmbrandingcap.com/2007/04/13/what-is-electix/ http://tmbrandingcap.com/2007/04/13/what-is-electix/#comments Fri, 13 Apr 2007 04:12:00 +0000 alvin http://tmbrandingcap.com/2007/04/13/what-is-electix/ SHARETHIS.addEntry({ title: "What is Electix?", url: "http://tmbrandingcap.com/2007/04/13/what-is-electix/" });]]> What is Electix? That’s what the site electix.net asks. The site will reveal what electix is on July 21, 2007. In the meantime, it conducting a contest to win 1 in 20 of the main product or service which ‘electix’ will offer visitors.

Okay, I’ll take a stab. I searched the USPTO, WIPO, EU, and UK trademark databases, but did not come up with one hit on the exact search for ELECTIX. So moving on, I checked out the whois record. The Registrant Contact info is Firebath Music and Mark Newby or Manchester, Great Britain. So maybe the company has something to do with the concert and event ticket business, hence the “tix” at the end. But alas, maybe I’m wrong because advert-eyes says that the site was created by advertising agency Firebath Creations whose studio manager is Mark Newby. But, also advert-eyes says that Firebath’s client is Garcon Limited. As does electix’s privacy page.

So just who is Garcon Limited? It appears it was created on February 21, 2006 with an address in Leeds, West Yorkshire. Or is it Le Garcon Limited? This is pretty much a dead end, since I don’t want to pay for corporate documents for a little fun investigation.

Turning back to electix, I googled it (um, sorry, I performed an internet search for the term electix using the Google search engine). Looks like a test forum with the title electix was created on March 21, 2007. There’s a manufacturing company from Connecticut by the name Electix, Inc. It’s most likely not the right one. It’s a band from the UK. It’s also the name of a Pakistani company. But, at least potentially troubling for Garcon, it’s the name and trademark of a site claiming to be “The Ultimate Gadget Site” from The Netherlands.

It appears Electix has done a good job in hiding what they aim to be. So I guess, your guess is as good as mine.

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]]> http://tmbrandingcap.com/2007/04/13/what-is-electix/feed/ SEC filings - full text search http://tmbrandingcap.com/2007/04/11/sec-filings-full-text-search/ http://tmbrandingcap.com/2007/04/11/sec-filings-full-text-search/#comments Wed, 11 Apr 2007 17:57:00 +0000 alvin http://tmbrandingcap.com/2007/04/11/sec-filings-full-text-search/ SHARETHIS.addEntry({ title: "SEC filings - full text search", url: "http://tmbrandingcap.com/2007/04/11/sec-filings-full-text-search/" });]]> It’s about time! The SEC now allows for full text searching of EDGAR filings from the last four years. What an excellent source for competitive intelligence. For example, from the trademark prospective, I ran the search “trademark license” and found the following agreements:

Now if only we can get the PTO to initiate full text searching on TDR and TTAB documents.

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]]> http://tmbrandingcap.com/2007/04/11/sec-filings-full-text-search/feed/ Filing Habits http://tmbrandingcap.com/2007/03/03/filing-habits/ http://tmbrandingcap.com/2007/03/03/filing-habits/#comments Sat, 03 Mar 2007 23:51:00 +0000 alvin http://tmbrandingcap.com/2007/03/03/filing-habits/ SHARETHIS.addEntry({ title: "Filing Habits", url: "http://tmbrandingcap.com/2007/03/03/filing-habits/" });]]> For 2006, there was a total of 276,165 applications filed with the PTO {2006????[fd]}.

162,494 (58.8%) were filed as intent to use applications {2006????[fd] and (1B)[ob]}.

102,035 (36.9%) were filed as in use applications {2006????[fd] and (1A)[ob]}.

7820 (2.8%) were filed on the basis of a foreign application {2006????[fd] and (44d)[ob]}.

3606 (1.3%) were filed on the basis of a foreign registration {2006????[fd] and (44e)[ob]}.

As seen by the above numbers, a majority of the trademark applications filed in 2006 were intent to use applications. However, when you look at the filings of some of the top brands listed below, 92.3% of their applications were intent to use applications.

What do these numbers tell us? Well, for one these big companies tend to file applications for trademarks before they actually use the marks. Presumably, they have conducted trademark searches to clear the marks. For them, trademark protection is a before-thought rather than an afterthought. All to often, smaller firms use trademarks blindly. They think that they’ll get around to thinking about trademark protection latter. Sometimes they only think about it when they get a nasty cease and desist letter from one of my colleagues.

Hopefully that won’t be you. Learn and follow what the big boys do. Conduct clearance searches first. Then file an intent to use application to stake your claim. Remember, trademarks are a valuable asset to your firm. Big firms see it as a big land grab. They know their value, and they invest time and money to protect it. They don’t want to spend money on something already claimed by another, and once they find an appropriate mark for their goods or service, they stake a claim early so as to deter others from adopting the mark.

Company 2006 Totals Search Strategy 1(B) 2006 Totals Search Strategy
The Coca-Cola Company 141 (”coca cola”)[on] and 2006????[fd] 129
91.5%
 (”coca cola”)[on] and 2006????[fd] and (1B)[ob]
Microsoft Corporation 130 (microsoft)[on] and 2006????[fd] 123
94.6%
 (microsoft)[on] and 2006????[fd] and (1B)[ob]
International Business Machines Corporation 26 (”international business machines”)[on] and 2006????[fd] 21
80.8%
 (”international business machines”)[on] and 2006????[fd] and (1b)[ob]
General Electric Company 93 (”general electric”)[on] and 2006????[fd] 77
82.8%
 (”general electric”)[on] and 2006????[fd] and (1b)[ob]
Intel Corporation 5 (intel)[on] and 2006????[fd] 5
100%
 (intel)[on] and 2006????[fd] and (1b)[ob]
Nokia Corporation* 13 (nokia)[on] and 2006????[fd] 1
7.7%
 (nokia)[on] and 2006????[fd] and (1b)[ob]
Toyota Motor Corporation 30 (toyota)[on] and 2006????[fd] 26
86.7%
 (toyota)[on] and 2006????[fd] and (1b)[ob]
Disney Enterprises, Inc. 432 (disney)[on] and 2006????[fd] 394
91.2%
 (disney)[on] and 2006????[fd] and (1b)[ob]
McDonald’s Corporation 30 (mcdonald)[on] and (”oak brook”)[ow] and 2006????[fd] 19
63.3%
 		(mcdonald)[on] and (”oak brook”)[ow] and 2006????[fd] and (1b)[ob]
The Procter & Gamble Company 211 (”Procter & Gamble”)[on] and 2006????[fd] 199
94.3%
 (”Procter & Gamble”)[on] and 2006????[fd] and (1b)[ob]
Pepsico, Inc. 120 (pepsico)[on] and 2006????[fd] 106
88.3%
 (pepsico)[on] and 2006????[fd] and (1b)[ob]
The Dannon Company 58 (”dannon company”)[on] and 2006????[fd] 46
79.3%
 (”dannon company”)[on] and 2006????[fd] and (1b)[ob]
Mattel, Inc. 780 (”mattel inc”)[on] and 2006????[fd] 778
99.7%
 (”mattel inc”)[on] and 2006????[fd] and (1b)[ob]
Hasbro, Inc. 113 (hasbro)[on] and 2006????[fd] 99
87.6%
 (hasbro)[on] and 2006????[fd] and (1b)[ob]
Viacom International Inc. 260 (viacom)[on] and 2006????[fd] 232
89.2%
 (viacom)[on] and 2006????[fd] and (1b)[ob]
Total 2442 2255
Percentage 92.3%

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]]> http://tmbrandingcap.com/2007/03/03/filing-habits/feed/ Martin + Oso Name Analysis http://tmbrandingcap.com/2007/02/19/martin-oso-name-analysis/ http://tmbrandingcap.com/2007/02/19/martin-oso-name-analysis/#comments Mon, 19 Feb 2007 05:48:00 +0000 alvin http://tmbrandingcap.com/2007/02/19/martin-oso-name-analysis/ SHARETHIS.addEntry({ title: "Martin + Oso Name Analysis", url: "http://tmbrandingcap.com/2007/02/19/martin-oso-name-analysis/" });]]> Away With Words has an excellent post analyzing the story behind American Eagle Outfitter’s new store concept Martin + Osa.

From a being nosy (aka competitive intelligence) prespective, it’s interesting that AE subsidiary Retail Licensing Company is the owner of the trademark, but American Eagle Outfitter owns the various AE marks.

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]]> http://tmbrandingcap.com/2007/02/19/martin-oso-name-analysis/feed/ Microsoft claims Vista light rays as its trademark http://tmbrandingcap.com/2007/01/25/microsoft-claims-vista-light-rays-as-its-trademark/ http://tmbrandingcap.com/2007/01/25/microsoft-claims-vista-light-rays-as-its-trademark/#comments Thu, 25 Jan 2007 17:18:00 +0000 alvin http://tmbrandingcap.com/2007/01/25/microsoft-claims-vista-light-rays-as-its-trademark/ SHARETHIS.addEntry({ title: "Microsoft claims Vista light rays as its trademark", url: "http://tmbrandingcap.com/2007/01/25/microsoft-claims-vista-light-rays-as-its-trademark/" });]]> With the new look and feel of Microsoft’s Vista, it’s not surprising that it is claiming the background for the operating system as it’s Trademark.

The following search pulls up other operating system marks claimed by Microsoft: 2006????[fd] and (microsoft)[on] and (2)[md] and (”operating system”)[gs]


Serial No. 77068882


Serial No. 7706880

Serial No. 78890187

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]]> http://tmbrandingcap.com/2007/01/25/microsoft-claims-vista-light-rays-as-its-trademark/feed/ Mall Marks II http://tmbrandingcap.com/2007/01/23/mall-marks-ii/ http://tmbrandingcap.com/2007/01/23/mall-marks-ii/#comments Tue, 23 Jan 2007 04:08:00 +0000 alvin http://tmbrandingcap.com/2007/01/23/mall-marks-ii/ SHARETHIS.addEntry({ title: "Mall Marks II", url: "http://tmbrandingcap.com/2007/01/23/mall-marks-ii/" });]]> Always looking for different angles to stories, my Mall Marks post got me to think about malls and trademarks. I wanted to see what other marks General Growth Properties have submitted to the PTO. The search (”general growth properties”)[on] pulls up 36 records. However, companies such as GGP typically create separate entities to own and operate their malls. I noticed on the N Natick application that the attorney for GGP shares the same address for GGP. Therefore, he’s probably in-house and files applications for all of GGP’s marks. So I searched for all of the applications or registrations where Michael McVickar was the attorney of record. The search (Michael)[at] and (McVickar)[at] pulls up 114 records. A sampling of records show: that GGP-MINT HILL L.L.C. owns THE BRIDGES AT MINT HILL; GGP Ala Moana L.L.C. owns HO’OKIPA TERRACE; Landmark Mall L.L.C. owns LANDMARK VILLAGE; etc. All these companies share the same address with GGP.

So, there’s a competitive intelligence lesson in the above exercise. Faced with finding marks of Company A which tends to apply to register marks using various companies, try finding a common element between them, such as common address or attorney. If you find a common element, you’ll probably be able to find more marks then just searching for Company A.

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]]> http://tmbrandingcap.com/2007/01/23/mall-marks-ii/feed/ Coca-Cola Trademark Application http://tmbrandingcap.com/2006/12/29/coca-cola-trademark-application/ http://tmbrandingcap.com/2006/12/29/coca-cola-trademark-application/#comments Fri, 29 Dec 2006 04:27:00 +0000 alvin http://tmbrandingcap.com/2006/12/29/coca-cola-trademark-application/ SHARETHIS.addEntry({ title: "Coca-Cola Trademark Application", url: "http://tmbrandingcap.com/2006/12/29/coca-cola-trademark-application/" });]]> Let’s delve a little more deeply on trademark applications and competitive intelligence. From my previous post on Trademark Applications of the Top Ten Global Bands you’ll find this trademark application from Coca-Cola for the mark FIND MORE HEALTH IN EVERY MINUTE. The application is for International Class 032 for “Non-alcoholic beverages, namely, juices and juice drinks.” You’ll see that the basis for filing the application is “1(b).” This means that the application is an Intent-to-Use application and that Coca-Cola has not yet used the mark in commerce. Intent-to-Use applications are permitted by Section 1(b) of the Trademark Act, 15 U.S.C. §1051(b). (Note: a Google search on the mark finds no results, perhaps this post will be the first).

Coca-Cola owns Minute Maid, whose website displays the trademark THERE’S GOODNESS IN EVERY MINUTE. The application for this mark was filed on June 6, 2006. Again, the basis was 1(b). For this application, Coke did not file an Amendment to Allege Use prior to approval of the mark for publication. Coke must now wait until after the PTO issues a notice of allowance to then file a Statement of Use. Coke is clearly now using the THERE’S GOODNESS mark, so once the PTO issues the notice of allowance, one would expect Coke to file the Statement of Use.

Now, we’ll just have to speculate that Coca-Cola’s next campaign for Minute Made will center around the FIND MORE HEALTH IN EVERY MINUTE mark. While the THERE’S GOODNESS campaign suggests that Minute Maid is both good and good for you, the FIND MORE campaign suggests that Minute Maid is a healthier drink than other drinks.

What’s interesting is that both marks share the words “EVERY MINUTE” leading us to wonder what other marks Coca-Cola has applied for with those words. This search, (”every minute”)[bi] and (”coca-cola”)[on], shows only four. (Again, only the TARR links work).

Serial Number Reg. Number Word Mark Check Status Live/Dead
1 78901640 THERE’S GOODNESS IN EVERY MINUTE TARR LIVE
2 78901623 THERE’S GOODNESS IN EVERY MINUTE TARR LIVE
3 77046358 FIND MORE HEALTH IN EVERY MINUTE TARR LIVE
4 75669335 SQUEEZE EVERY MINUTE TARR DEAD

So there you have a mini example of how you can use the PTO’s trademark database to see what your competitor’s next campaigns or brands will be.

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]]> http://tmbrandingcap.com/2006/12/29/coca-cola-trademark-application/feed/ Trademark Applications of the Top Ten Global Brands http://tmbrandingcap.com/2006/12/28/trademark-applications-of-the-top-ten-global-brands/ http://tmbrandingcap.com/2006/12/28/trademark-applications-of-the-top-ten-global-brands/#comments Thu, 28 Dec 2006 04:47:00 +0000 alvin http://tmbrandingcap.com/2006/12/28/trademark-applications-of-the-top-ten-global-brands/ SHARETHIS.addEntry({ title: "Trademark Applications of the Top Ten Global Brands", url: "http://tmbrandingcap.com/2006/12/28/trademark-applications-of-the-top-ten-global-brands/" });]]> Ever wonder what names your competitor is thinking about for their new products? Try searching the United States Patent and Trademark Office’s Trademark Electronic Search System (”TESS”). For example, the below search pulls up the trademark applications filed in the month of November, 2006 for the Top Ten Global Brands according to the annual survey by BusinessWeek and Interbrand:


200611$[FD] and ((”coca-cola”)[on] or (microsoft)[on] or (”international business machine”)[on] or (ibm)[on] or (ge)[on] or (”general electric”)[on] or (intel)[on] or (nokia)[on] or (toyota)[on] or (disney)[on] or (mcdonald’s)[on] or (”mercedes-benz”)[on] or (daimlerchrysler)[on] or (”daimler chrysler”)[on])

If you’re wondering, the search pulls up 79 records. (NOTE: to view the marks, click on the “TARR” links, the other links do not work.)

Serial Number Reg. Number Word Mark Check Status Live/Dead
1 77045391 HYDROWAVE TARR LIVE
2 77045376 PEERVISION TARR LIVE
3 77040199 EXTEM TARR LIVE
4 77041109 MM300 TARR LIVE
5 77039568 FM300 TARR LIVE
6 77048950 SILCOOL TARR LIVE
7 77048240 THE CHEETAH GIRLS TARR LIVE
8 77047959 COOLFLOW TARR LIVE
9 77053242 CENTER STOW TARR LIVE
10 77053013 BUNNY TOWN TARR LIVE
11 77053011 BUNNY TOWN TARR LIVE
12 77053007 BUNNY TOWN TARR LIVE
13 77053005 BUNNY TOWN TARR LIVE
14 77053002 BUNNY TOWN TARR LIVE
15 77052050 TAKE A MINUTE AND MAKE IT HEALTHY TARR LIVE
16 77036429 DASANI PLUS TARR LIVE
17 77052278 REVERIE TARR LIVE
18 77035849 WISTERIA LANE DESPERATE HOUSEWIVES TARR LIVE
19 77050191 PHIL OF THE FUTURE TARR LIVE
20 77050055 GREEK TARR LIVE
21 77050052 GREEK TARR LIVE
22 77050050 GREEK TARR LIVE
23 77050047 GREEK TARR LIVE
24 77050045 GREEK TARR LIVE
25 77041632 HANDY MANNY TARR LIVE
26 77041627 HANDY MANNY TARR LIVE
27 77041557 HANDY MANNY TARR LIVE
28 77041553 HANDY MANNY TARR LIVE
29 77041546 HANDY MANNY TARR LIVE
30 77041542 HANDY MANNY TARR LIVE
31 77041540 HANDY MANNY TARR LIVE
32 77041538 HANDY MANNY TARR LIVE
33 77041529 HANDY MANNY TARR LIVE
34 77041899 DISNEY BUNNIES TARR LIVE
35 77041883 TARR LIVE
36 77041879 1 TARR LIVE
37 77041874 TARR LIVE
38 77041860 TARR LIVE
39 77041753 BILLY HILL & THE HILLBILLIES TARR LIVE
40 77041193 RTG TARR LIVE
41 77041171 INTELLATEX TARR LIVE
42 77040917 TARR LIVE
43 77040584 PRO-COMFORT TARR LIVE
44 77040265 SERVICERITE TARR LIVE
45 77046622 INTERNET MILLIONAIRES TARR LIVE
46 77046618 NERDS IN LOVE TARR LIVE
47 77046615 LIFE IS SUPER TARR LIVE
48 77046613 BAD MOMMY TARR LIVE
49 77046612 MR. IRRELEVANT TARR LIVE
50 77046610 CAR POOLERS TARR LIVE
51 77046605 BETA MALE TARR LIVE
52 77046551 GLC-CLASS TARR LIVE
53 77046358 FIND MORE HEALTH IN EVERY MINUTE TARR LIVE
54 77046347 ORANGEADE THAT’S ORANGE MADE! TARR LIVE
55 77045539 SERVICE RITE TARR LIVE
56 77044721 MY DISNEY NURSERY TARR LIVE
57 77044716 D POP TARR LIVE
58 77039747 KINGDOM COUTURE TARR LIVE
59 77039745 KINGDOM COUTURE TARR LIVE
60 77039734 IS-F TARR LIVE
61 77039729 FALL LINE STUDIO TARR LIVE
62 77038060 VAVRAITALY.COM TARR LIVE
63 77043550 READYTOPROCESS TARR LIVE
64 77041630 HANDY MANNY TARR LIVE
65 77039645 MIGHTY BIG T TARR LIVE
66 77041559 HANDY MANNY TARR LIVE
67 77041533 HANDY MANNY TARR LIVE
68 77039756 KINGDOM COUTURE TARR LIVE
69 77039755 KINGDOM COUTURE TARR LIVE
70 77039753 KINGDOM COUTURE TARR LIVE
71 77039752 KINGDOM COUTURE TARR LIVE
72 77039750 KINGDOM COUTURE TARR LIVE
73 77039665 MIGHTY LITTLE T TARR LIVE
74 77039611 ISO-T TARR LIVE
75 77039610 APPLIANCEGUARD TARR LIVE
76 77039550 CAFE TARR LIVE
77 77039390 MM200 TARR LIVE
78 77039382 MM350 TARR LIVE
79 77037319 ULTA TARR LIVE

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