Google, Alphabet, Whatever – Trade Mark Application filed today

I’m always on about the importance of registering Trade Marks and checking your brand well in advance of investing serious money about it! Google, sorry, sorry, Alphabet have already made a bit of a dogs dinner of their corporate rebrand because BMW owns alphabet.com and have raised the possibility of Trade Mark claims, and now I spot that Alphabet only today filed an application to register their Trade Mark in the holding company class. Tut tut Google…..sorry, Alphabet, sort yourselves out