Originally published in The Journal Record - August 9, 2012.

Tired of kicking over piles of cash as you walk through your startup’s luxurious offices? Here are three easy ways to whittle down your profit margins.

• Give your business a generic or descriptive name. Generic names are simply the name of your goods or services; descriptive ones convey quality. With a name like Lawn and Leaf Care, you won’t have to worry about whether people know what kind of business you’re in, and lots of other businesses will have a similar name. You’ll reduce your bottom line spending a lot of time and energy fielding calls from customers who can’t tell your business from the guy who ruined their shrubs. Plus, you won’t be able to protect the name with a federal trademark registration, since generic and descriptive names aren’t eligible for registration...

Article authored by McAfee & Taft Attorney: Rachel Blue.

Please see full article below for more information.