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Céleste, The Empress of Trademarks, from GRAND IPR talks about Trademarks for Startups

Trademark and Intellectual Property Discussion

Mary and Céleste discussed trademarks and intellectual property. Céleste explained that trademarks are unique identifiers, like logos, that must meet certain criteria to be registered. She emphasized that trademarks should be viewed as an investment rather than an expense for business growth and longevity. Céleste also mentioned her updated book "Build It Protected, Leverage It," which covers intellectual property in nine major jurisdictions.

Trademark Symbols Explained

Céleste explained the difference between the TM symbol and the R in a circle symbol. She clarified that TM stands for trademark but provides no legal protection, while the R in a circle indicates registered trademark and signals that the owner has gone through the official registration process. Céleste emphasized that using the R in a circle symbol properly requires actual registration, which provides legal protection.

Trademark Registration Strategy Guidance

Céleste advised against registering trademarks without professional help, explaining that it requires complex processes and thorough searches that cannot be adequately performed by non-experts. She described her 90-minute strategy sessions where she assesses brands and conducts proper trademark searches, emphasizing that Google searches are insufficient. Céleste also explained what cannot be trademarked, including generic terms and everyday language, and stressed the importance of actively monitoring and upholding registered trademarks, as there is only a narrow 2-month opposition window.

Trademark Registration and Monitoring

Mary and Céleste discussed trademark registration and monitoring requirements. Céleste explained that trademark monitoring must be continuous throughout the trademark's lifespan, with a 2-month opposition period to prevent similar registrations. She noted that trademarks can be renewed every 10 years in most countries and every 15 years in Canada, making them potentially indefinite. The discussion concluded with plans to share Céleste's contact information for follow-up questions and to announce her upcoming book.