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Best practices in choosing and using a mark: use your mark as an adjective, never as a noun.

On your website, and in all your marketing and promotional materials, you should never use your mark as a noun, but only as an adjective. For example, if your mark is SQUEAKOZ! for toys that make a squeaky noise, your website and promotional materials should never say things like “buy your pet a SQUEAKOZ!” but, instead, should always include a descriptive noun next to the mark such as “buy your pet a SQUEAKOZ! toy.” When you use the mark as a noun you are using it in a descriptive way, and this can reduce the strength of your mark and, additionally, can lead an examiner to reject your mark. It is not uncommon for an examiner to look at a client’s website and, upon finding that the client is using the mark as a noun, argue that the mark is merely descriptive of the goods or services and, therefore, not registrable on the Principal Register.