Do you remember your BlackBerry Curve phone of 2010? That state-of-the-art device every executive seemed to have? A good phone, yet already for long not fitting neither the modern requirements nor needs.

 

Or, think about your car. All modern-times essentials like in-built GPS or parking sensors, or Bluetooth, or automatic break - none of that was on your requirement list ten years ago, right?

 

Things change. Needs change. Requirements change.

 

Your business has changed.

 

But what about your trademark?

 

• When you have filed a trademark (that nice logo you designed yourself in MSPaint) ten years ago, have you foreseen that your business might propel into digital space?
• Or perhaps, you have changed your direction altogether. You might have a different product gamma.
• Maybe you even do totally (or partially) different things than before. For example, you have bought a 3D printer, fell in love with it, and now, you are offering 3D-printed models to your clients in addition to the sketches like you used to do in the beginning.
• Maybe you have meanwhile hired a professional graphic designer and slightly altered your logo. Or perhaps you have changed your logo completely.

 

So many things could have happened in ten years. So many things did.

 

Trademark is an asset that is meant to protect your interests.

 

It cannot be registered once and then just forgotten until you need to renew it. Well, it can, but then what's the point?

 

Even the well-known and world-famous Coca-Cola has over a hundred different trademarks registered all over the world, containing the word element "Coca-Cola". Why? Because the company continues building their brand, even though it is already built to last. Recently, Tesla filed for a new trademark "TESLA", to be used for "take-out restaurants". This move - applying for a trademark - capturing new services the company is envisioning, is a brand-building strategic action. An action meant to better protect Tesla's rights, now and in the future.

 

In other words,

when you reflect on the changes your company has gone through and make your plans for the future,

don't forget about your trademarks.

 

Want to design the best trademark strategy for your company? Drop us a line at info@starks.be