(Rev. 11/10/11)
INTELLECTUAL PROPERTY BASICS
Mark Miller
Jackson Walker L.L.P.
112 E. Pecan, Suite 2400
San Antonio, Texas 78205
(210) 978-7700
mmiller@jw.com
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TABLE OF CONTENTS
I. INTRODUCTION1
II. TRADEMARKS........................................................................................................................1
Rule #1: BE SURE YOU HAVE TRADEMARK PRIORITY...........................................1
Rule #2: MERELY DESCRIPTIVE MARKS ARE LOSERS............................................3
Rule #3: IF IT’S LIKELY TO CONFUSE, IT’S TOO CLOSE..........................................6
III. COPYRIGHTS ........................................................................................................................7
Rule #4: IF IT’S NOT PRIMARILY PHYSICALLY FUNCTIONAL, IT’S
COPYRIGHTED. ..............................................................................................7
Rule #5: COPYRIGHT PROTECTION IS EASY AND INEXPENSIVE. ......................10
Rule #6: COPYRIGHTS ASSIGNMENTS MUST BE IN WRITING.............................11
IV. PATENTS...............................................................................................................................12
Rule #7: IMPROVEMENTS ARE PATENTABLE..........................................................12
Rule #8: WAITING TO FILE – THE GRIM REAPER....................................................15
Rule #9: DO NOT WRITE YOUR OWN APPLICATION. .............................................18
V. TRADE SECRETS .................................................................................................................21
Rule #10: IT IS NOT A SECRET UNLESS IT IS SECRET............................................21
Rule #11: EMPLOYEES LEAVE. ....................................................................................22
VI. KEEP ATTORNEYS FROM OWNING YOUR BUSINESS ...........................................24
Rule #12: IF YOU WANT PEACE, PREPARE FOR WAR. ...........................................24
VII. CONCLUSION ....................................................................................................................25
END NOTES.....................................................................................................................28
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I.
INTRODUCTION
Business law is based on common sense. You can buy or sell breakfast, a toaster or car
repair without a lawyer. Intellectual Property1 (“IP”) is different. Common sense does not
always apply to IP. This is dangerous because IP is often a valuable competitive advantage, e.g.,
McDonald’s trademarked name and golden arches, Coca-Cola’s secret formula, Microsoft’s
copyrighted software, IBM’s patents.
Not creating valuable IP is inexcusable because often only minor steps are required. The
best foundation for inexpensively creating valuable IP is: (1) identify your existing and desired
IP; (2) learn the Rules applicable to it; and (3) pretend you are on the witness stand using the
Rules to prove you own it. This simple drill opens your eyes to an important universe and
teaches you how to win.
IF YOU DO NOT KNOW THE RULES, THE HARDER YOU WORK, THE
MORE YOU WASTE.
II.
TRADEMARKS
Rule #1: BE SURE YOU HAVE TRADEMARK PRIORITY.
1. Trademark Rights. A trademark is a term you use to identify and distinguish
your goods and services from those of competing businesses.2 The only ways to acquire the
exclusive right to use a mark are to (a) be the first to properly use it in your trade area3,or
(b) file a federal trademark application that issues as a registration.4 Neither incorporation
nor assumed registration protect you against others using your business’ name or even give you
the right to use it in public.5
