What "likelihood of confusion" actually means
2026-05-27 · 7 min readThe single most important test in US trademark law, the DuPont factors that drive it, and how to predict whether your name is going to get you sued.
Can two companies share the same name?
2026-05-20 · 6 min readHow trademark classes let Apple Computer and Apple Records coexist for 30 years, when that breaks down, and what it means for picking a name.
.ai vs .com vs .dev: what each TLD signals in 2026
2026-03-04 · 6 min readAn opinionated field guide to picking your top-level domain — what each TLD signals, what it costs, and which one fits your product.
The 5-letter pronounceable problem
2026-01-19 · 5 min readWhy every short, clean, English-pronounceable .com is taken — the math behind it, and the six escape routes startups actually use.
How to lock in your name before launch
2025-12-08 · 6 min readA 45-minute, $20 sequence to lock down your domain, handles, code-registry names, USPTO filing, and email — before you tell anyone the name.
Blog
Notes on names, trademarks, and the things adjacent to both.