“Trademark” is not a verb.
Right — we will resolve these all here and now. Key issues. Fish or cut bait. Or we most assuredly will all hang separately!
The Daily Mail reports, ” Cheeky team applies to use ‘Obama’ as a European trademark“:
A group of enterprising Spaniards is set to win the European trademark rights to a word with instant global recognition – OBAMA.
EU trademark rules once stopped opportunists turning the names of heads of state and other prominent figures and celebrities into branding gold.
But now, unless the use of an instantly identifiable name is deemed to be an act of deception, little else prevents the first-comer grabbing the rights.
This item stands for two key points which we all must know; nay, knit unto our very hearts. Permit me some down-the-middle pedantry here.
1. Trademark is NOT a verb. Why do I refuse to give up my hopelessly-outnumbered position against the use of the word “trademark” as a verb? This usage is everywhere, even on the INTA discussion list. The reason is not only because I am a reactionary. (Not only.) It is because the whole point of U.S. trademark doctrine — that trademark rights are, and by the grace of God and Senator Lanham ought to be, earned by use. First comes secondary meaning, then comes “rights.”
As I have said before, just as you cannot be “bar mitzvahed,” you cannot “trademark” something. The “Trademarking” is not “done” via the filing of some paper or granting of a registration. And this fact is obscured by the awful neologism “trademarked,” which suggests you can … well, it suggests you can do exactly what we’re reading this “cheeky team” did in the Daily Mail piece, and which a decent respect to the opinions of mankind requires that we all acknowledge they should not be able to ought to be do. Ing.
2. Speaking of self-evident truths, we solemnly publish and declare that even it had not become necessary for one people — Amur’ca — to dissolve the political bands which had connected it to another — England, of course — the injury imposed on the American language by the latter by the jarring, ugly and sick-making term “cheeky” as in the Daily Mail headline would make it necessary now.
And if I have to live with “trademarked” to never again see “cheeky,” may the Supreme Judge of the world, in recognition of the rectitude of my intentions, so grant me.
Thus endeth the lesson. Trademark is not a verb.
As to “European trademark” — “sheesh!