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Stinky Branding
By Naseem Javed, President, ABC Namebank

Sounds very sensory, but in reality, it

All of a sudden, there is a rush to secure a copyright on any distinct smell from our daily lives, and exclusively use it in conjunction with a branded product or a service. Like the smell of bread in a hot oven at the bakery to be used by a sandwich maker, or like the smell of Gouda cheese and the notorious whiff of dirty socks, to be exclusively used by a shoe maker.

Ridiculous attempts.

So here it is. This is what happened to the most recent aggressive attempts by Paris-based company, Eden Sarl, who tried very hard to get the smell of strawberries exclusively copyrighted for products of soap, stationery, leather goods and clothing.

Initially, EU Trademark agencies refused their earlier applications, so they took it to their regional second-highest courts. They too, rejected Eden Sarl

Naseem Javed, author of Naming for Power and also Domain Wars is recognized as a world authority on Name Identities and Domain Issues and he is the President of ABC Namebank ( ) with offices in New York & Toronto. e-Mail him your URLs or current business names for a complimentary evalution. This analysis is serious business, so please identitfy your job title and background information on your company and the use of that name. All correspondence is confidential. e-mail:

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