[quote=Hobie][quote=njtosd]Failure to get the goodwill can invalidate the mark.[/quote]
Wow! I had no idea. Never again will I quibble about attorney fees 😉
You also have to ask yourself, “Are you good at sales?” Gotta feed the beast! Put a lot of weight on how you will generate new business and what you will do to keep up with changing times ( technology or maturing market)[/quote]
Trademarks (like supplier lists) are an underappreciated asset. By some estimates, the Apple brand (which is basically its trademarks) is worth ~$124 Billion. Google is worth about $40-45 billion. There may have been a patent or two worth as much as the Google mark, but nothing worth as much as the Apple brand. And the rights are perpetual if you play your cards right. Think about CRAYOLA and COKE. They will make $ forever. But people get sll excited about patents while usually shooting themselves in the foot (feet?) trademark-wise.
Marketing is the key to it all, though, I’m convinced.
