Trade mark blunder not the way to go

In late January it was widely reported that New Jersey Transit failed to register seven trade marks including its logo and well-known slogan, 'NJ Transit the way to go'. The error was costly, both from a financial perspective and a reputational one. As the state's public transport corporation, NJ Transit operates 230-plus bus routes and 11 rail lines, connecting New York and Philadelphia and providing 223 million passenger trips each year.

According to reports, this is not the first time NJ Transit has mismanaged its intellectual assets: the NJ Transit website was taken offline three years ago because the agency allowed its domain name to expire.

The issue serves as a timely reminder to audit your intellectual assets...