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The Engineering Entrepreneur Podcast

Sep 4, 2019

Trademarks, Everything You Need to Know – Suzi Hixon – Ep72


Suzi Hixon has been a trademark attorney and trademark creation strategist for 15 years. She has managed the trademark portfolio of a Fortune 100 company, as well as numerous small businesses and startups. She focuses on strong brand name creation ~ from both the legal and marketing perspective.


Suzi now runs her own company, helping individuals with their trademarks and branding. We discuss trademark protection in other countries, private labeling, and how NOT to pick a trademark.

Many people pick bad trademarks, based on a name that describes the product. Suzi says that if you have a new type of product, you want to pick a generic name and a brand name. For example, Band-Aid Bandages. Band-Aid is the brand name, and bandage is the generic name.

Suzi’s top tips:

Nothing stays the same, you want to pick trademarks that registers with customers

And you want names that are pronounceable


Contact info:

Suzi’s web course: