Let’s just say, I’m honored for the privilege of having my writing and article about trademark truncation and two-faced brands published and featured in the prestigious and influential World Trademark Review magazine:

"While there are many successful examples of brand truncation, for both marketing professionals and trademark counsel the decision to create alternative faces for existing marks is one that should be approached carefully."

For a link to a pdf of the entire article, see here

This complete article first appeared in World Trademark Review magazine issue 32, published by The IP Media Group. To view the issue in full, please see, here.

For an earlier and — shall we say — truncated version of the article, co-authored with Susan Perera, see here

For the genesis of this series of articles, see an even more truncated version, here.