Apr 24, 2026

The recent decision involving Cambridge University and a local rowing business is a clear example of the importance of understanding the legal principles underpinning naming.

When choosing your business name, it’s not just about creati...

Mar 27, 2026

Tesla has just made a mistake we commonly see in business. It went public with a new name before securing the rights to it and is now suffering the consequences.

This is surprising given Tesla’s size and standing. It’s more understanda...

Sep 26, 2025

Any business, product or service that evokes positive emotions and trust in us is invariably recognised by its name.

So, the name is the primary way we associate a brand. It’s therefore an important asset to prioritise protecting if yo...

May 9, 2024

Someone asked about the dispute between Apple Corp and Apple Computers which reminds me of an aspect of names to mention.

While names may be shared provided two businesses are in non-overlapping industries, Apple was problematic from th...

Apr 18, 2024

Names that are distinctive in not describing the product or service are always the best choice from a legal perspective.

So, I wondered how a sandwich outlet like Subway managed to come up with such a distinctive name.

The business wa...

Feb 7, 2024

The way to secure the .com of a name you’re choosing, is to have a good process. 

You want to keep a record of names you consider and shortlist. Otherwise, you'll get frustrated with the whole exercise.

Ensure a .com of a name that was...