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- [Erik Pelton] Am asked all the time, is this protectable? is this a trademark? Or how do I make a strong trademark? Well, theres actually a spectrum of different types of trademarks. From very strong ones to rather weak ones, to actually unprotectable ones. So a generic term is unprotectable. If I opened a brand new hotel, and I called it Hotel, I cant stop anybody else from using that word obviously, I cant register and protect the word Hotel for hotels. If I called it Suburban Inns, I might be able to protect that but its going to be rather weak because its a descriptive. It is a Inn and its in the suburbs. So thats a very descriptive name, Its not very creative to the extent I could protect it. If it was unique, it would be relatively thin protection. Just last night, I was staying at a hotel here called the Aloft. Thats a creative name, It doesnt immediately tell you anything about it, but its suggestive of being higher of being better of being creative and funky. And