What do the smell of freshly cut grass, the color purple, the ESPN SportsCenter theme song and the motion of a Lamborghini car door opening have in common? They all have been registered as trademarks.
Trademark-savvy companies may protect and leverage colors, sounds, scents and other unique source identifiers known as nontraditional marks to differentiate their products, exploit new marketing opportunities and compete effectively in an increasingly cutthroat marketplace.
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