00:00Trademarks and this is my sweet spot because this is what I do. Trademarks, I
00:04believe, is really one of the easiest ways to distinguish yourself in a
00:09saturated marketplace. We're talking about words and slogans and symbols and they
00:13just help distinguish your goods and services from another. It's how customers
00:18find you, right? They want to find a specific sneaker, they'll look at the
00:21brand name to determine where it's coming from. But trade dress is one of
00:25the things I want to really emphasize today. We're going to get into that. All
00:30these different brands, I know that when you see them you think of specific goods
00:34and services. You can't have a trademark unless you're selling a good or a service
00:39under that mark. So you can't just pull a name out of the air and just say, oh, they
00:42got a trademark. You must have something in commerce that's for use. So all of
00:46these, I know when you see that blue box, special robin eggs blue, you think of a
00:50specific company, right ladies and gents? Tiffany's, right? They have that color.
00:54They've got the market on that color. That is a trademark. Anything, any jewelry
00:58sold with that color being used for packaging is Tiffany's, right? We know the
01:03red bottom for Louboutin. But did you know even the store, the Apple store, is a
01:08trademark. Just the way it looks and the way it feels.
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