How to Avoid Getting Sued

About this episode

Mike Carr and Ashley Elliott discuss how to reduce legal risk in brand naming using case studies.

In this episode of Naming in the AI Age, Mike Carr and Ashley Elliott discuss how to reduce legal risk in brand naming, using the Smucker’s vs. Trader Joe’s case as an example. They contrast descriptive names like Trader Joe’s Crustless Peanut Butter and Strawberry Jam Sandwiches - clear but hard to protect - with distinctive names like Smucker’s Uncrustables, which are unique and ownable. Mike and Ashley explain that naming strategy should align with business goals: private labels can lean o...

People in this episode

Host: Mike Carr

Guest: Ashley Elliott

Topics covered

• legal risk
• brand naming
• naming strategy
• distinctive names
• descriptive names

Keywords

• legal risk
• brand naming
• Smucker’s
• Trader Joe’s
• naming strategy
• distinctive names
• descriptive names

Mentioned in this episode

Organizations: Smucker’s, Trader Joe’s

Products: Trader Joe’s Crustless Peanut Butter and Strawberry Jam Sandwiches, Smucker’s Uncrustables

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