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a complex procedure that involves your application moving through various stages . ( I didn ' t make any of that up , it ' s straight from the USPTO website . And if you want to learn more about the trademark process , be my guest .)
“ Time waits for no man ,” but “ time is money ,” which is why some brands launch without an actual name .
GUESSING GAME Fun note : You can search for trademarks filed on the USPTO website . I did , for Hilton .
Like Schuyler said , and backed by the USPTO , it can take as much as 18 months for a trademark to be approved . Using no scientific method at all , I googled “ Hilton trademark names ,” and was led to a webpage that stated at the top : “ Trademark applications and grants for Hilton International Holding Llc . Hilton International Holding Llc has
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287 trademark applications . The latest application filed is for ' MOONSONG .'”
My power of deduction leads me to believe that Moonsong is a restaurant patent and not a new hotel brand name . Though the song of the moon isn ' t too bad , but I digress .
Next , I backed out around 18 months from when Project H3 was announced , to around January 2022 . There , on January 24 , 2022 , a trademark was filed for TWILO BY HILTON . Furthermore , it stated , “ TWILO BY HILTON™ trademark registration is intended to cover the categories of hotel services ; providing temporary accommodations ; reservations of temporary accommodations .”
Now , is Twilo a good name for a hotel brand ? According to nameslook . com , Twilo can be a boy or girl name and means “ Investigator , Care Taker , Courage .” Care taker — that
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works for hostelry . Twilo was also an American nightclub in operation from 1995 to 2001 in New York City and from 2006 to 2007 in Miami . Since it doesn ' t operate anymore , the trademark , if they had one , may have elapsed . It also might do well with the “ Twilight ” crowd ( Team Edward , y ' all !).
So we know Hilton filed this trademark for a potential hotel brand , but it doesn ' t mean that TWILO is or will be the eventual name . We can call it a possibility .
Next , on the same day in April , the 5th to be exact , Hilton filed trademarks for GLEAM BY HILTON and PIXEL BY HILTON . The former , gleam , means to shine or .... sparkle . Again , using my limited brain power , I surmise that this was a trademark filed for what eventually became Spark by Hilton , which was formally launched nine months later . A pixel , meanwhile , is
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the smallest component of something , so if Hilton was trying to get across that the rooms at this hotel will be minuscule or that the value is such , I ' d say they ended up ditching it .
Fast forward to August 2022 . Within four days of each other , we get ADAPT SUITES BY HILTON , BELONG SUITES BY HILTON , LIVSMART SUITES BY HILTON .
Adapt ... adjusting to guest wants and needs . Meh , at best . You can do better , creative Hilton brains .
Belong ... I guess it depends what we are belonging to . And like Groucho Marx said , “ I don ' t want to belong to any club that will accept me as a member .”
Livsmart : This might have been a great name before LIV Golf came along .
Then , in early November , we get DELVE SUITES BY HILTON and SUITELY BY HILTON . I ' m not sure what
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A " hyper-functional " lobby called The Hive is part of Hilton ' s new extended-stay brand , known in the interim as Project H3 . |
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50 hotelsmag . com September 2023 |