The following is a synopsis of a presentation given at BLG’s Marketing Law News Flashes Conference held on February 28, 2013:

In 2012, the Canadian Trade-marks Office started to accept applications to register sound marks. Companies are using these non-traditional trade-marks (along with adoption and registration of trade-marks consisting of shapes and colour) to expand brand protection beyond traditional words, logos or slogans as part of promoting an entire brand experience. Such non-traditional trade-marks can provide a competitive advantage and extend protection beyond the life of a patent or industrial design.