More is often less

Would, or should, anyone really disagree with the proposition that the food you eat should taste good? I think not. But is that proposition on its own worthy of serving as a trademark? To wit:

I note that it’s registered, but think that registration won’t go far to enabling the mark’s owner to prevent others from saying – not using as a trademark – that food, in fact, should taste good. Your mission statement shouldn’t necessarily be the same thing as your trademark.

Similarly, if asked the question set out in this mark (which is registered, despite the absence of the symbol), I’d of course say “hell yeah,” though I wouldn’t necessarily view that question as a mark:

While a slogan or catchphrase may be registrable with the PTO (because “Food should taste good” and “Wanna betta butt?” are not technically descriptive of the goods they designate), that doesn’t mean they’re good trademarks. Multiple word brand names do not roll trippingly off the tongue, are difficult to remember and thus susceptible to misidentification,* and ultimately make me think of one of Saturday Night Live’s most memorable fake brands, Oops! I Crapped My Pants!

*Fun fact: I always refer to the women’s clothing store White House¦Black Market as “Black Tie, White Noise,” the name of a (highly underrated, IMHO) David Bowie album.