Everyone is familiar with Trademarks. We are literally surrounded by them. Trademarks are the words, logos, packaging and other devices that we use to differentiate goods and services from each other and are how we can differentiate our favorite coffee in the morning from the terrible stuff that tastes like warm dirty water. They are how we distinguish the shoes that gave us blisters from the ones that made us run faster (or at least made us think we did). Without even realizing it, we often encounter and make decisions based on trademarks multiple times each day.