We’ve been stalking Kevin O’Leary’s nutty Mr. Wonderful trademark application, for a while now.

In April, we thought the USPTO would refuse registration of Mr. Wonderful for nuts, based on this:

In June, we were shocked to see the USPTO missed issuing the obvious refusal, and in August, we noted and reported that The Wonderful Company LLC had filed an Extension of Time to Oppose.

Just last month, O’Leary’s trademark counsel filed a Request for Express Abandonment of the Mr. Wonderful trademark application, and the USPTO promptly issued a Notice of Abandonment.

One of O’Leary’s most famous lines from Shark Tank seems to fit this very moment, as we mourn the loss of O’Leary’s Mr. Wonderful trademark application for roasted nuts, with a popular meme:

Two months ago, our attention seized on a nutty and woefully deficient USPTO examination of a trademark application to register — Mr. Wonderful — for roasted nuts, and nut-based snack foods, among other food products, given the prior WONDERFUL trademark rights owned by these folks:

Just like clockwork, events now appear to be playing out as expected, so keep your eyes peeled and your watches synchronized. Last Friday, The Wonderful Company LLC, filed an extension of time to oppose registration, so the new deadline for opposition is September 8, 2018.

We’ll likely soon see whether a Letter of Protest was filed behind the scenes, giving the USPTO a chance to correct this mistake and issue a likelihood of confusion refusal —  as it’s hard to imagine the Examining Attorney’s failure to issue a refusal won’t be considered clear error, so stay tuned.

Wonderful likely has made contact with Mr. Wonderful by now — my question would be, how hard will Mr. Wonderful play to salvage the other food items currently in the identification of goods?

What do you think, are these goods sufficiently related to roasted nuts to become toast, as well?

Jellies and jams; Banana chips; Dried fruit-based snacks; Fruit preserved in alcohol; Nut butters; Olive oil for food; Potato chips; and Yogurts.

It’s a wonderful life, collaborating with brand owners and marketing teams to advance their goals.

Our work for brand owners also involves a collaboration of sorts with the U.S. Trademark Office.

We work with the USPTO to obtain registrations for our clients and this triggers USPTO obligations.

As such, when examining applications, the USPTO must search its records for conflicting marks.

It also must refuse applications for marks that are confusingly similar to prior registered marks.

Mistakes happen, but sadly, if the USPTO misses a proper refusal, the brand owner holds the bag.

So, when the USPTO doesn’t do its job well, the brand owner is put in a position to spend money.

Several weeks ago, I expressed near certainty that the USPTO would refuse registration of Kevin O’Leary’s (of Shark Tank fame) application to federally register his nicknameMr. Wonderful — given another’s well-established, federally-registered trademark rights in WONDERFUL for nuts:

Surisingly, the USPTO has issued no refusal, and the Mr. Wonderful mark -for nuts- has been approved for publication. If you’re at a loss how that can be, here is the USPTO’s search summary.

As it reveals, the “session duration” lasted 218 seconds; not a single “wonderful” mark was “viewed” during examination, yet hundreds of “mr” trademark records were, maybe even him?

The “mr” portion of the search was narrowed to focus on the nuts class of goods (IC 29), but strangely this wasn’t done for the “wonderful” portion, leading to zero “wonderful” viewed records.

Let’s just call this oversight for what it is, not exactly a wonderful trademark examination by the USPTO — literally and figuratively. The Mr. Wonderful approval — for nuts –looks like clear error.

Were we in Wonderful’s camp, we’d be thinking about a Letter of Protest to have the USPTO issue the likelihood of confusion refusal, because it costs peanuts compared to a full-blown opposition.

Trademark types, would you get crackin’ on a Letter of Protest, were you holding Wonderful’s bag?

Marketing types, how nuts would you be spending a lot more than peanuts, if the USPTO doesn’t acknowledge clear error and issue the refusal, to help make a Notice of Opposition unnecessary.

To the extent you’re in Mr. Wonderful’s camp, how would you approach a registration refusal, knowing that 15 of the 16 live “wonderful” marks at the USPTO for nuts are Wonderful’s marks?

How much do I believe in federal registration of trademarks and brand names? Well, this much:

I’ve always been a big fan of practicing what you preach. Actually walking the talk. Not just talk.

That mindset helps explain why we stuck with the suggestive name of this blog, even after the experts recommended against it several times, for SEO and other reasons. They do agree now.

Anyway, the registration issued in the nick of time, given my true fortune just two days earlier:

Seriously though, obtaining federal registration of a personal brand name can be a bit challenging.

A common refusal when personal names are involved is that they merely identify a person, and they fail to function as a mark, the very refusal the USPTO initially issued in my particular case:

“Registration is refused because the applied-for mark, as used on the specimen of record, is a personal name that identifies only the name of a specific individual; it does not function as a service mark to identify and distinguish applicant’s services from those of others and to indicate the source of applicant’s services.”

“In this case, the specimen shows the applied-for mark used only to identify the name of an individual and not as a service mark for applicant’s services because it is used to identify the author of blog posts, but does not separately indicate the source for any service. Applicant has applied for services including providing information in the field of law. The specimens shows the applied-for mark being used merely to name the author writing the posts, and to identify a particular individual and give information about him. The specimens include a short biography or “about the author” post with the name of the author or individual at the top, and several posts that show the applied-for mark included only as “By Steve Baird.” This shows the applied-for mark being used in a by-line, attributing authorship, but not identifying source. The applied-for mark is not used in association with the offering of any service in a way that would make it a service mark.”

Fortunately, I’m surrounded by really bright, passionate intellectual property and trademark attorneys, and in this case, our Tucker Chambers came to the rescue, with this winning response.

And, thankfully Tucker had some decent facts to work with, especially given kind commentary of some generous giants from both the legal and marketing fields, two of our core audiences.

Trust me, the irony has not escaped me, that one of these generous giants recently allowed the registration for his blog’s name to lapse, and the other giant likely prefers to Just TM It instead.

I’ve never professed to resemble a purple cow, but my mother and father did teach me to follow the beat of my own drum, after taking in a variety of different perspectives to settle on my beat.

So, if you have a personal brand name that truly functions beyond indentifcation to indicate the source of goods or services, my hope is that you will consider federal registration to help protect it.

Keep in mind, personal brands can go beyond an actual name to embody a non-verbal image too, where consent of the individual so identified is of record at the USPTO, hello Ralph Lauren:

Personal brands also may include nicknames, like Mr. Wonderful aka Kevin O’Leary from Shark Tank fame, who is seeking registration of Mr. Wonderful for roasted nuts, hello Wonderful:

 

So, I’m left thinking that Mr. Wonderful best get crackin’ on his anticipated response to the inevitable likelihood of confusion refusal that he’ll be experiencing in the not-to-distant future.