In an earlier posting, I explained that I have been appointed as a Trustee of five sports and health centres across East Sussex. At last night’s meeting, we were debating the Trust’s new name. Focus, Circle and Explore Leisure were on the short-list, but all three are going to be virtually impossible to trademark. So, I proposed that we go back to the drawing board and re-commence the brand naming process, which my fellow Trustees agreed to do. What’s interesting about brand name generation, is it is now virtually impossible to generate a protectable name, unless you use an `invented` work such as Accenture. So look out for a future posting when I can unveil another one of those funny made-up brand names.