Choosing a strong trademark: the spectrum of distinctiveness
Fanciful, arbitrary, suggestive, descriptive, generic: how the distinctiveness spectrum works and why founders keep picking names that are hard to protect.
Merely descriptive refusals, and how a mark earns distinctiveness
What a merely descriptive refusal under Section 2(e)(1) means, where the descriptive/suggestive line falls, and how a mark can earn distinctiveness.