Trademark News & Screw-ups Ariana Grande Wants to Trademark a New Perfume Line Using Her Name

Yet another example of doing it right. Here's the correct sequence: (1) Come up with a brand. (2) Check if you can use and own it. (3) Trademark it. (4) Announce it to the world and make a killing on it [Optional]. Unfortunately, most small business owners use a different sequence: (1) Come up with a brand. (2) Announce it to the world and put all their time, money, and energy into building it into something that matters. (3) Get upset when you find out someone else has trademarked it. (4) Go back to step 1.

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