Posts Tagged ‘video’

Why are some trademarks stronger than others?

Posted by ipelton on: March 14th, 2016

Selecting a strong brand name is important for a variety of reasons. Strong names are more likely to be unique and to achieve strong protection under the law. Strong names are easier to remember.

“eBay” is stronger than “Online Auction”

“Staples” is stronger than “Office Depot”

“WIRED” magazine is stronger than Technology Today magazine

Weak names feature entirely descriptive or generic terms and are generally entitled to less protection and more difficult to regisiter.

Here is a recent video I recorded explaining more about what makes a strong name so powerful:

Top Trademark Misunderstandings

Posted by ipelton on: January 22nd, 2016

I am pleased to share the first of my series of new videos. In this video, I speak about three top trademark misunderstandings. Let me know what you think! And thank you to the incomparable client and friend Chad Barr for the video shoot and production!

I live and work in Falls Church, Virginia. A few years ago, the city worked with a renowned ad agency, SmithGifford, create a brand and logo – THE LITTLE CITY®. I helped the City secure registration of the name and logo. And last weekend, I was interviewed on Washington Business Report about “The Little City” brand.

See video here (segment starts at 1:45):

For more about city branding and THE LITTLE CITY® trademark, see:


When I posted some videos on YouTube about trademark issues, I thought a few dozen people might find them useful. I never imagined that one my videos would have more than 20,000 views!

Are there any topics you would like to see covered in a video? Let me know in the comments.

This week, a YouTube video featuring a goofy woman doing a goofy “prancing” exercise workout exploded virally. The video  has more than 3 million views! (See below).

Behind this viral internet sensation, there is is a trademark lesson here as well. The star of the video has properly protected her trademark – well in advance of the media storm this week. Meaning that if someone attempts to copy her brand name now, or register a related domain name or social media username and use it in her field of exercise, she is in a much better position to handle such a dispute. And because she has a registration with the USPTO in place, it would likely make it quicker, easier, and less expensive to resolve any such problems.

The brand is well protected because:

  • PRANCERCISE® is registered with the USPTO since 2011 for with ‘physical fitness instruction services’
  • The video begins and ends with a title screen that properly uses the registered trademark symbol alongside the PRANCERCISE® brand name. This is an excellent example of properly using the trademark.
  • Her website at also uses the trademark registration symbol effectively and prominently.
  • A separate page on her website goes into more detail about the trademark rights and proper trademark usage.

The owner of Prancercise – Joanna Rohrback – was ready for her brand’s moment in the sun.  Are you?

FireShot Screen Capture #197 - 'prancercise_com' - prancercise_com