{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"Non-Traditional Trademarks: How Color, Sound, and Scent become Protectable","description":"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!\u00ae, 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\u2019 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\u2019s robin\u2019s-egg blue jewelry boxes   Louboutin\u2019s red-soled heels   John Deere\u2019s green-and-yellow equipment   NBC\u2019s three-note chime and the MGM lion\u2019s roar   Hasbro\u2019s Play-Doh scent    Bottom line: the strongest trademarks are not just seen, they\u2019re 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\u2019s Red Sole Trademark (24:54) Case Study 3: John Deere Green &amp;amp; Yellow Trademark (26:18) Sound &amp;amp; Audio Trademarks (33:44) Scent Marks (36:52) Touch Marks &amp;amp; Future Frontiers (37:10) Final Thoughts &amp;amp; Takeaways &amp;nbsp; For full show&amp;nbsp;notes and to explore more episodes, please visit&amp;nbsp;www.vklaw.com\/newsroom-podcasts. &amp;nbsp; \ud83d\udc49Connect with IP Goes Pop!&amp;nbsp; Request episode topics and share your feedback with us using the handle @volpeandkoenig on:  Facebook Linkedin Twitter Instagram&amp;nbsp;  ","author_name":"IP Goes Pop","author_url":"http:\/\/ipgoespop.libsyn.com\/website","html":"<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>","thumbnail_url":"https:\/\/assets.libsyn.com\/secure\/content\/196812705"}