1
rich
Libsyn
https://www.libsyn.com
90
600
Non-Traditional Trademarks: How Color, Sound, and Scent become Protectable
What color says luxury before you open the box? What sound makes you grab the popcorn before a movie starts? In this episode of IP Goes Pop!®, hosts Michael Snyder and Joseph Gushue explore how color, sound, and even scent can function as protectable trademarks. From Smell-O-Vision and John Waters’ Odorama cards (Polyester) to modern twists like The Artist and Black Mirror: Bandersnatch (and the trademark fight it sparked), the conversation shows how sensory storytelling grabs attention and how the law can recognize those cues as brand identifiers. Mike and Joe break down secondary meaning (Qualitex v. Jacobson), functionality, and why precise descriptions matter. In this episode: How non-traditional trademarks work, and what it takes to protect them The legal hurdles: secondary meaning, functionality, and clear scope drafting Iconic examples in action: Tiffany’s robin’s-egg blue jewelry boxes Louboutin’s red-soled heels John Deere’s green-and-yellow equipment NBC’s three-note chime and the MGM lion’s roar Hasbro’s Play-Doh scent Bottom line: the strongest trademarks are not just seen, they’re felt. Key Moments: (00:51) Defining non-traditional and non-conventional trademarks (02:25) Examples of Nontraditional Media (11:05) Trademark Foundations (13:49) Color Functionality: The Legal Red Line (15:44) Case Study 1: Tiffany Blue Trademark (20:40) Case Study 2: Louboutin’s Red Sole Trademark (24:54) Case Study 3: John Deere Green & Yellow Trademark (26:18) Sound & Audio Trademarks (33:44) Scent Marks (36:52) Touch Marks & Future Frontiers (37:10) Final Thoughts & Takeaways   For full show notes and to explore more episodes, please visit www.vklaw.com/newsroom-podcasts.   👉Connect with IP Goes Pop!  Request episode topics and share your feedback with us using the handle @volpeandkoenig on: Facebook Linkedin Twitter Instagram 
IP Goes Pop
http://ipgoespop.libsyn.com/website
<iframe title="Libsyn Player" style="border: none" src="//html5-player.libsyn.com/embed/episode/id/39489820/height/90/theme/custom/thumbnail/yes/direction/forward/render-playlist/no/custom-color/88AA3C/" height="90" width="600" scrolling="no" allowfullscreen webkitallowfullscreen mozallowfullscreen oallowfullscreen msallowfullscreen></iframe>
https://assets.libsyn.com/secure/content/196812705