When to register your trademarks?
The Day Before
New product launches should be in stealth mode and that means registering brand assets in a secretive way too.
Did Amazon register Wholefoods brand assets before their acquisition was completed?
Yes they had to, but they did so in stealth mode and they used other names and addresses until the acquisition was announced.
Because the hijackers, jackals and highway robbers are searching all the time for these reveals.
Take Fntastic the gaming software developer, who last week announced a 9 month delay to the launch of their new game called: The Day Before, due 1st March 2023.
We are savvy enough to realise this might not be the complete story but it serves to illustrate the point that you should get all your brand assets in order before you make public announcements.
There is perhaps more to this story as Fntastic use ‘volunteers’ to help with the game’s development! Of course people are a weak link when it comes to secrets and I would imagine volunteers are a weaker link still.
When launching a new brand or product the time to grab your brand real estate is early on and in stealth mode, and certainly not the day after!
Statement from Fntastic: “As you know, our game was announced in January 2021. At the time of the announcement, The Day Before game trademark was available. After the announcement of the game, someone else filled out an application before us to register the game trademark The Day Before in the United States.”
What lessons can you learn from The Day Before statement?
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