Attorney Steve Baird was quoted in an article by Trevor Little published on June 12, 2018 in the World Trademark Review regarding his take on the recent IHOP rebrand announcement.

“The brilliance of the announcement,” Steve says, “was in the speculation it generated about the duration of the change, and even more importantly, the unspecified meaning behind swapping the ‘p’ for a ‘b’. The mystery allowed those who care about the brand to speak up and fill in the temporary blank, yielding priceless advertising and attention for IHOP. “

For more information on Winthrop & Weinstine’s Trademark and Brand Protection practice, including brand management, click here. Read the full World Trademark Review article here.