Successful and Enforceable Brands Connect with the Consumer: Lessons from a Recent 10th Circuit Decision

Engaging logos, icons, or symbols for your company are essential, and easier to create than ever. Myriad AI tools and freelance options empower rapid creation of stylish and cool logos in what feels like a heartbeat, and at a fraction of the price. But the days of slapping your fresh brand or a refreshed mark on a package are in the past. A recent 10th Circuit decision reminds companies and brand managers that successful branding requires intentional connections between a selected mark and the company’s offering. Put differently, protectable rights are created the same way a successful brand is established — linking your Mark and your company’s offering in the minds of the consumer is a must. The good news? Regardless of your company’s size or marketing budget, this necessary connection can be achieved.