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Swissness, Symbols, and Sneakers – How a Tiny Cross Became Big Business—and a Legal Tripwire

In global branding, few signals sell like the Swiss cross. There are few people that are not mesmerized by the red-and-white magic. “Swiss Made” whispers precision, purity and premium—and consumers pay for it. That halo is why brands love Swissness. It’s also why Switzerland drew a bright legal line around who may claim it and how. […]Learn More

Sound of Success: EU Court Rings in a New Era for Sound Marks

Can a mere two-second jingle become a protected trademark? On 10 September 2025, the General Court of the European Union answered with a resounding “Yes.” In Berliner Verkehrsbetriebe (BVG) v. EUIPO (Case T‑288/24)[1] the court overturned an EUIPO refusal and allowed registration of a four-note jingle used by Berlin’s public transport provider. This decision -involving […]Learn More

Green Innovation: Europe’s New Gold Rush – Can Patents and Trademarks Save the Planet?

Gold rushes have always defined turning points in history. In the 19th century, thousands set sail to California, Australia, or the Yukon in search of shimmering fortunes. Today, Europe is witnessing a new kind of rush — not for metal, but for green innovation. The riches are patents and trademarks, the pickaxes are lawyers and scientists, […]Learn More

Trademark protection in the vegan era: The “Pork Vegan” case of Planted Foods

Swiss food startup Planted Foods received an unexpected decision from the Federal Court, which banned the labeling of a product as “Pork Vegan.” The reason given was the risk of misleading consumers who are accustomed to the ingredients, in accordance with Swiss legislation requiring “truthful” labels (Bilan.ch). The decision is surprising, as names combining animal […]Learn More

Brand Mascots: The Secret Weapon for Unforgettable Branding and Consumer Loyalty

In a digital landscape overflowing with brands vying for attention, the most successful ones know a secret: emotions drive engagement. And nothing sparks emotion quite like a memorable mascot. Mascots are more than just quirky brand symbols—they are storytelling powerhouses, marketing goldmines, and legally protected assets that create lasting consumer relationships. A perfect example? The […]Learn More

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