After enjoying the exclusive right of “Cadbury” purple on candy bars and drinking chocolate for a decade, the British chocolate maker’s purple power has come to an end due to rival Nestle. Trademark attorney Josh Gerben explains why trademarks on colors are the new hot item in trademark law.

“In today’s market where everything’s so cluttered, if you have a really clear color, it certainly helps you cut through all that,” says D.C.-based intellectual property attorney Josh Gerben.

Getting one, though, can be very tricky.

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