It's bad enough for General Mills that Americans have been losing interest in breakfast cereal for the past decade or more, but the brand got more bad news last week when the Trademark Trial and Appeal Board rejected its application to trademark the use of yellow on Cheerios boxes. The problem for the packaged-foods giant...
General Mills' defeat illustrates one of branding's trickiest tasks
By Robert Klara
It's bad enough for General Mills that Americans have been losing interest in breakfast cereal for the past decade or more, but the brand got more bad news last week when the Trademark Trial and Appeal Board rejected its application to trademark the use of yellow on Cheerios boxes. The problem for the packaged-foods giant... Read more »
