Safeguarding Trade Dress Requires More Than 'Lawyering Up'
By Gregg S. Lipman
You look down the store aisle, and you smile. Your new product stands out on the shelf. You’ve spent an awful lot of time and money defining the proposition, creating a distinct look and feel and honing the message for it. Your brand is different; you might even say unique. Best of all, it’s attracting a strong consumer base and, clearly, it’s on its way to becoming the category leader.