Show me the money! (v.2) Trademarks: Its the goodwill that makes them valuable. James Michael Faier, M.P.P., M.B.A., J.D. (USPTO Regn. No. 56,731)

There is nothing more important in the trademark field than the trademark a client chooses to protect. From my perspective, there is no trademark that out of the starting gate is important. Why? Because there is no goodwill associated with the trademark! Its that goodwill that will make the trademark valuable. Stop thinking about what is clever and start thinking about a trademark that you are willing and eager to work hard on the underlining product to make it be best in its category.