Do we realize how often brands adapt, modify, update their brand? With each tweak, a new trademark application has to be considered as a tweak may suddenly develop into a “material modification” of a registered trademark.
Several times a year I give a trademark presentation where I distribute cans of DIET COKE and ask the audience members to count how many trademarks are on the cans. Updating the presentation this week, I was surprised by how much the DIET COKE branding has changed, as well the brands for SIX FLAGS OVER TEXAS.
Here’s a look at the trademarks on a DIET COKE can in 2010:
And, here’s how much the branding has changed by 2013:
FYI, BALL is a registered trademark of the Ball Corporation for metal cans sold empty. HURRICANE HARBOR, SIX FLAGS OVER TEXAS, SIX FLAGS, and the SIX FLAG design are registered trademarks of Six Flags Theme Parks Inc.