Token Use Won’t Cut It—TTAB’s Landmark Reexamination Ruling Cancels EVERWISE CREDIT UNION Mark

What's the difference between actually using a trademark and just holding your place in line? On this episode of The Upper Brand^®, Mayer Brown's Rich Assmus and Kristine Young break down in re Everwise Credit Union, a precedential TTAB decision that cancelled a credit union's registration after finding that its use of the new mark before its rebrand was mere "token use." They review the Board's first-ever review of a Trademark Modernization Act reexamination and provide practical tips for challengers, registrants, and any brand owner planning a rebrand.

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