Protection is important
The more important a name or treatment is to the brand and portfolio, the more critical it is to gain trademark protection. Unfortunately, as time goes on it is getting more difficult and more expensive to obtain.
Forward's thorough approach helps ensure that you invest in protectable assets while minimizing the chance you'll fall in love with a name you can never have. We provide our own preliminary screening with the US Trademark database as well as url and Google searches - so you'll see names that work great AND don't belong to someone else. We can also facilitate full legal trademark search in the US and worldwide through our business network.
Cease and desist
Your organization may as a business decide not to file for trademark protection immediately and begin using the new name. This does not relieve you of your obligation to do trademark searches to ensure that you are not violating someone else's trademark, especially in your category. Just ask the Kardashian sisters about their Khroma trademark debacle.
Imagine how your organization would react if after a year of work and marketing activities you receive a "cease and desist" letter for violating an existing trademark. Now you not only have to deal with the legal expenses, but the opportunity cost and market confusion that ensues.