Carrie Johnson Publishes Article Addressing INTA Efforts to Protect Non-Traditional Marks
Scent. Sounds. Texture. Color. What do these items have in common? They are all examples of non-traditional marks (NTM).
As Eastman & Smith intellectual property attorney Carrie A. Johnson explains, “As marketers continue to innovate and trend away from static brand representations, brands must continue to be almost instantly recognizable to consumers. Consequently, NTMs have become more and more popular, replacing mere words and logos and resulting in increased recognition by brand owners of NTMs as valuable assets that need protection.”
Ms. Johnson also is the vice-chair of the International Trademark Association’s Non-Traditional Marks Committee. She recently authored, “Non-Traditional Marks Committee Advocates for Protection of NTMs Around the Globe.” The article highlights the work of the Committee to protect NTMs internationally.
For nearly 20 years Carrie A. Johnson has helped clients protect and defend their most important assets and brands. Her practice concentrates in the areas of trademark, unfair competition, advertising and copyright law, with an emphasis on international and domestic portfolio management. For questions regarding non-traditional marks, please contact Ms. Johnson.