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(gentle music) - I was speaking with a friend recently. And he said to me, you know, youve worked with so many different brands, so many different trademarks. Over the years, youve seen so much when it comes to trademarks. What are the three biggest and most common mistakes that you see? I had an answer ready. You see, there are three mistakes that are big and they are frequent. The first one is not searching for conflicts before adopting a new brand name, not properly ensuring that the name is unique in the relevant industry and field. The second common mistake is not filing an application and not filing an application quickly at the USPTO. Because its important to get that filing date established. Thats when protection starts, particularly for an intent to use application. But even for any trademark, its important to start that process as quickly as possible. Because the process takes so long and because the protections, some of the protections begin when its filed. And the thi