Quoted: But given the term’s widespread use, UW-Madison professor Thomas O’Guinn said he was surprised the state was seeking trademark protection. O’Guinn, director of the school’s Center for Brand and Product Management, said a quick Internet search revealed broad use in the public domain.
Also: University of Wisconsin-Madison law professor Anuj Desai said he doubted the state would have legal problems. As long as there is no risk that consumers will confuse the state’s marketing with someone else’s, the likelihood of problems is low, he said.