When developing your trademark strategy, you want marks to be unique, you want to choose relatively few marks so you can invest in them and you want your marks to be legally protectable. The first half of legally protectable is about registering the mark, but you also need your marks to be enforceable. Here's where it gets tricky. Marketing departments and early-stage companies without traction, love very descriptive trademarks. Why? Because these are words that are immediately evocative of goods and services and marketing departments think that these sorts of marks create a quicker connection between the goods and services and the source for less investment, but because marks need to be enforceable these descriptive marks are actually more expensive. Why? Well, first, they're hard to register. So, it's very hard to secure the rights that you need to exclude others from using similar marks to yours. Second, likely the more descriptive you mark is, the more competitors you have out there, that are using names that are exactly the same or similar to yours for similar goods and services as you sell. If you try to enforce your use, it's very hard to prove that any one user out there is actually causing you harm. Not only will you have a hard time proving harm from this one user, you're also going to have to constantly spend money to carve out your space against other users through enforcement and more investment in your brand. Next, in order for descriptive marks to be registrable, they must have developed acquired distinctiveness or secondary meaning. This happens over time. That is time that you could be spending supporting a brand that's already registered and reaping full trademark benefits. Last, of course you not only have to enforce against others, but you also may have to defend your use which is harder to do with a descriptive mark, both during the registration process and forever afterwards which all costs money. So, in the long run, descriptive marks are more expensive because they are less legally protectable both because they are harder to register and because they're hard to enforce. If you can resist the urge to go with a descriptive mark, both the legal and the business teams will be better off. You'll build a strong brand together that is both registrable and enforceable quicker and for less money.