I’m always on about the importance of registering Trade Marks and checking your brand well in advance of investing serious money about it! Google, sorry, sorry, Alphabet have already made a bit of a dogs dinner of their corporate rebrand because BMW owns alphabet.com and have raised the possibility of Trade Mark claims, and now I spot that Alphabet only today filed an application to register their Trade Mark in the holding company class.

Tut tut Google…..sorry, Alphabet, sort yourselves out