Those in the initial stages of developing branding for their businesses or rolling out new product or service names or slogans find themselves in the position of attempting to select a trademark that is both legally protectable and marketable.  Many of my clients with business experience are able to determine what makes a trademark strong from a marketing perspective.  However, many business people forget to take into account that what is strong from a branding perspective may not be the best choice of trademark for legally protecting your brand.