That’s really all you need in order to find one example of a great new mark, and another of a really lousy one. While I’m still pondering the utility of Colgate’s new Wisp disposable toothbrush, as well as questioning the timing for introducing a completely non-green product on the market, I have to hand it to Colgate for choosing an outstanding trademark. And now that I think about it, it’d be a great thing to have for airplane travel – assuming, however, that its “breath freshening bead” doesn’t raise the TSA’s hackles. But the key here is that Wisp is just a great mark – catchy, brief, and non-descriptive.
Then it was over to the prescription counter. Lucky me, the King Soopers pharmacy is revamping its computer system for managing prescriptions. Yes, we can now fill prescriptions both on the web or by phone using the – wait for it – EASYFILL system. Despite the term’s descriptiveness, the EASYFILL mark is even registered and is now incontestable. I’ll grant you it’s not generic, but seriously, it’s mind-numbingly descriptive. Don’t get me wrong – I can’t come up with a better name for a system like that on my own, and I suspect there’s great value to the consumer in having a descriptive term like that, but I sure would have a hard time encouraging the owner to enforce that mark. But that’s why I’m here blogging and not litigating.