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- Lets talk about whether or not a brand owner can change a trademark. And shout-out, this question comes from Tim Carr on Twitter. And if you have topics youd like to see covered in future videos or podcasts please Tweet at me, @tmforsmallbiz and Ill try to get to as many of them as I can. So brands often evolve over time and sometimes brand names or logos do change or evolve. Sometimes the changes are subtle like Coke at one point was evolving into New Coke. Sometimes theyre more dramatic when a brand shifts its name entirely or when two companies merge and Exxon becomes ExxonMobil, for example. So brand names do evolve over time. But what I wanna talk about now is trademark filings and whether or not the marks in those filings can change. And the answer is generally no. So when a trademark application has been filed at the USPTO or registered at the USPTO, generally only very, very small changes will be allowed. If the change amounts to whats called a material alteration, which
