Look For Advertising
I was in Santorini a few months ago and saw this sign. Clients frequently have trade dress aspects of their business that are worthy of protection, but they aren’t sure about how to advertise them. This sign illustrates a classic way for trade dress owner to teach the public about its brand. “Look for the Flag Original.” There area number of reasons this sign wouldn’t actually help develop trade dress rights in the US, but excluding those reasons, the sign is a great example of “look-for advertising,” which is one way to teach consumers to associate the subject of what they are looking for with the source of the product.