Thursday, April 22, 2004
What's in a Name?
Interesting note from The New York Times: "Since June, when Stewart was indicted on charges of conspiracy and obstruction of justice, Martha Stewart Living Omnimedia has applied for 12 trademarks—none of which include her name."It will be interesting to see if Martha Stewart Living Omnimedia (MSLO) winds up being referenced in acronym only. I noted awhile ago that the company might become MSLO officially. I suspect it depends on what happens in June when Martha is sentenced. They should wait and see.
As the article notes, "trademarks are a capital asset—property a company can own to enhance a brand, product or service. An exclusive name or image often increases a product's value."
No need to make the change until they know if the asset is truly a liability.
