Let’s call it the Family Feud test of trademark suggestiveness . . . . 
We’ve written a lot here about the all-important Spectrum of Distinctiveness, a key tool for those who name products and services, and for those who hope their selected names can be ownable as trademarks, upon their first use in commerce.
Guest Blogger Anthony Shore of Operative Words, recently wrote about the naming pendulum swinging away from arbitrary names and back toward brand names having an honest, straightforward, and even humble quality, in Truth is Stronger Than Fiction.
Another way of saying it might be: naming is going back to the basics. I recently came across a
–Dan Kelly, Attorney
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As evidenced on these very pages over the past year or so, there does seem to be a general divide between legal types and marketing types about the desirability of descriptive trademarks and brands. This is understandable. There is a direct tension here. More descriptive marks and brands carry more information