Myth #9:
“When I name my company or product I am better off making it very common and descriptive so that my customers and potential customers will immediately know what it is that I sell”
Reality: No, although logically we think that our business and product names should tell the public what the product is, the law as it applies to names, trademarks and brands is very clear that trademarks must be unique, clever, non-generic and non-descriptive. Generic terms are free for everyone to use. If you want to open a store that sells windows and doors exclusively, you shouldn’t be allowed to exclusively appropriate the name “Windows & Doors Exclusively” or “The Window & Door Store”. Thus Apple® is a very protectable trademark for computers because apples have nothing to do with computers in the real world. But “Apple” would be a totally unprotectible and worthless trademark for a line of apple sauce or apple juice. Likewise, Greyhound® is a strong trademark for a bus company but is worthless as a trademark for a dog breeder who specializes in breeding greyhounds.