A grape breeder thought they had the perfect name for a new variety. But nope: A porn star already was using it. With over a million protected trademarks, businesses are struggling to create unique names for their products. KQED
Porn stars are not business entities that Andy Higgins thought he’d ever have to compete with for a name.
Porn stars aren’t the only source of name competition for this fruit company. They’ve also gone up against toy manufacturers, electronic cigarette companies and vitamin supplement makers, to name just a handful. Businesses pay tens of thousands of dollars to companies like Zinzin for the increasingly challenging task of unearthing catchy, unclaimed brand names.
Today, a small business might end up having to compete with a giant company like Google or Juul for a good name, or might be thwarted by a new startup that has quickly trademarked a trove of good options. Jurisich jokes that you could have a drinking game where you take a word, any word, drop a vowel or two, and search for it online. If it’s a company, you take a drink. Chances are, you’re going to get drunk very quickly.Of course, creative naming is nothing new, said David Placek, who heads Lexicon Branding, a company in Sausalito. Businesses like Flickr and Lyft, he noted, are actually copying older American brands who took creative license with spelling.
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