What's in a name, inquired the Immortal Bard, speaking
through Ms. Capulet. Well, for one thing, sometimes there is a very
valuable trademark, whether its intended use be to sell
merchandise, BLUE IVY for cosmetics, clothing, toys, etc., or to
advance a cause, JUSTICE FOR TRAYVON, or to offer a service, DEAR
ABBY, or to invest in and await the judgment of history, OJ
SIMPSON.
The right to use your own name in your business is sacrosanct,
unless a namesake beats you to the punch or you sold it. If your
last name is Ford, don't start building automobiles and putting
your name on them. If your last name is Taylor and you sold your
vineyards to Coca-Cola, don't return to squeezing grapes and
putting the fermented juice in bottles labeled TAYLOR.
