Introducing Our New Home PageErik walks you through our new and improved homepage in this video. Read More![]() |
Tricks of the Trade(mark): Former USPTO examiner Erik Pelton shares tips and experiences drawn from two decades of counseling brands for maximum protection and growth.

The Trademark Search Result Risk-O-MeterErik discusses how risk analysis works when it comes to a trademark clearance search in this episode. Read More![]() |
The Bright Side of a Trademark RegistrationInspired by the 50th Anniversary of Pink Floyd’s album Dark Side of the Moon and its iconic cover, Erik reflects on how the trademark registration process is much like a prism. Read More![]() |
5 Takeaways From the Chipotle / Sweetgreen DisputeErik follows up with 5 key takeaways from the recent trademark dispute between Chipotle and Sweetgreen in this video. Read More![]() |
Filing Your Trademark Application Early: A Cautionary TaleErik shares a true story about the importance of early trademark protection, using a local business as an example in this video. Read More![]() |
5 Free Ways to Strengthen Your BrandWhether your brand is small or large, new or established, there are many things you can do to strengthen it, including these 5 free tips from Erik. Read More![]() |
What Are the DuPont Factors in a trademark confusion analysis?A seminal trademark case is In Re DuPont. Erik discusses what the case – and the likelihood of confusion factors – mean for trademark applications and disputes. Read More![]() |
Celebrating Five Years of the Tricks of the Trade(mark)® PodcastThis week we are celebrating 5 years and more than 250 podcast episodes with 40,000 listens across dozens of countries. We have covered countless trademark protection topics and continue to evolve our studios and systems. Looking ahead to the next chapter, we want to hear from you! Drop us a message or a comment and let us know what you want to learn more about in the world of intellectual property and great branding. Read More![]() |
How Do You Pronounce a Trademark?While there is no correct way to pronounce a trademark according to USPTO guidelines, sound and possible pronunciations are important considerations to make when developing a brand. Erik explains more in this podcast. Read More![]() |
3 Things to Do When RebrandingWhether by choice or by necessity, there are several important tips to keep in mind when rebranding. Erik Shares those tips—and why they are important—in this podcast. Read More![]() |