Many marketers are intimidated by the trademark issue. It has both legal and marketing implications and is generally not well understood, Maybe that's why consultants and lawyers often specialize in this area and charge healthy fees.
Here is a nice guide to trademarks written by Stephen Nipper and presented on Guy Kawasaki's blog. Nipper discusses different types of trademarks along with the registration process. Best of all — it's free!
Link: Signum sine tinnitu--by Guy Kawasaki: "Trademark Tips for Your Web App".
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