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(light music) - Theres a lot of potential consequences and harm that could come from not properly protecting a trademark, but theres really three main things that I counsel clients about that they are concerned about, should be concerned about. The first is when you dont register a trademark, you dont appear in the USPTOs database, and that means youre not taking advantage of the automatic protections and insurance that the USPTO is offering by appearing in their database because when youre in their database, the trademark office will automatically block applications that come after yours that are confusingly similar. And when youre in their database, many people are searching the database when theyre coming up with new brand names or thinking about applying for new brand names, so it may avoid situations from ever arising that the brand owner may never even find out about because they got squashed in their infancy. The second consequence of failing to protect a trademark is t