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. INTRODUCTION..............................................................................................................1
II. TRADEMARKS .................................................................................................................1
Rule #1: HAVE TRADEMARK PRIORITY ......................................................................1
Rule #2: MERELY DESCRIPTIVE MARKS ARE LOSERS ............................................3
Rule #3: LIKELY TO CONFUSE IS TOO CLOSE ...........................................................5
III. COPYRIGHTS ...................................................................................................................6
Rule #4: IF IT’S NOT PRIMARILY FUNCTIONAL, IT’S COPYRIGHTED ..................6
Rule #5: COPYRIGHT PROTECTION IS EASY ..............................................................7
Rule #6: COPYRIGHT ASSIGNMENTS MUST BE WRITTEN ......................................8
IV. PATENTS ...........................................................................................................................9
Rule #7: IMPROVEMENTS ARE PATENTABLE............................................................9
Rule #8: FILE NOW!.........................................................................................................12
Rule #9: BE A SMART INVENTOR ................................................................................15
V. TRADE SECRETS ..........................................................................................................16
Rule #10: IT IS NOT A SECRET UNLESS IT IS SECRET ............................................16
Rule #11: EMPLOYEES LEAVE .....................................................................................17
VI. KEEP ATTORNEYS FROM OWNING YOUR BUSINESS ......................................19
Rule #12: IF YOU WANT PEACE, PREPARE FOR WAR ............................................19
VII. CONCLUSION ................................................................................................................20
Many of this paper’s sentences have an endnote. The endnotes are cumulatively longer than the
paper. If you have a question about a sentence which has an endnote, look at the endnote. If
your version of this paper does not have endnotes, the paper with endnotes is at
http://www.jw.com/Mark_H_Miller/#speak.
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I.
INTRODUCTION
You can buy or sell breakfast or a toaster without a lawyer. Business law is based on
common sense. Intellectual Property1 (“IP”) is different. Common sense does not always apply
to IP. This is dangerous because IP can be a valuable competitive advantage, e.g., McDonald’s
trademarked name, Coca-Cola’s trade secret formula, Microsoft’s copyrighted software and
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; and (2) pretend you are on the witness stand using The Rules to prove you own it. This drill
opens your eyes to an important universe and teaches you how to win there.
IF YOU DO NOT KNOW THE RULES, THE HARDER YOU WORK, THE MORE
YOU WASTE.
II.
TRADEMARKS
Rule #1: HAVE TRADEMARK PRIORITY
1. Trademark Rights. The only ways to acquire the exclusive right to use a
mark are to (a) be the first to properly use it in the trade area,2 or (b) make others
“knowing junior users.3” Neither incorporation nor assumed registration give priority against
others using your business’ name or even give you the right to use it in public.4
