What the NHL’s trademark fiasco can teach you about brand preparedness; Financial Post, 1/12/17

Chad Finkelstein, Financial Post; What the NHL’s trademark fiasco can teach you about brand preparedness:

"Whether the USPTO’s position will hold up in the United States (and what the fate of the Canadian trademarks applications are) remains to be seen, but the situation should be viewed by trademark owners and prospective trademark owners as a warning about not taking proactive steps to get trademarks registered. The longer an unregistered trademark is in use, the more it will cost to go through a rebranding."