As I was watching the latest Dragons’ Den on my laptop a couple of days ago, I was bombarded with the same advertisement, over and over again.

Ford was adamant to show me how great their new car is.

The ad closed with this line:

Only Ford has Ecoboost fuel economy

Curiously, the ad does not explain what the Ecoboost fuel economy actually is or how it is better (if at all) from all other options that exist on the market today.

What matters is that only Ford has it.

How do they achieve this unique position on the marketplace?

They have a registered trademark for the word ECOBOOST®

Now, nobody can use the word ECOBOOST in association with automobiles and automobile engines.

What the system does is irrelevant, because trademarks do not protect the substance, only the name.

But this is a great example how protecting a name can boost your advertisement, marketing and (hopefully) sales.

P.S. If you look at our Trademark Factory™ website, you will notice that we do what may look like the same thing there when we claim that we offer our unique Triple Peace-of-Mind Guarantee™

Our offer is indeed unique, but even if (when) other law firms decide to copy our offer, they still would not be able to call it a “Triple Peace-of-Mind Guarantee”, because it is our trademark.

Are you using a special name to refer to the uniqueness of your offer? See if you can register it as a trademark for FREE with no strings attached.