Interesting if you want better insight and a interesting case here is link to the case
I want to launch a magazine under Reno pulse but I found a buisness using a Facebook called "pulse Reno".There buisness is not even called pulse Reno or Reno pulse but rather PULSE SOCIETY they are like a photo fashion type buisness and they label there photos and advertise as pulse society.They only name there Facebook pulse Reno to optimize and advertise the word pulse and I guess Reno so they can gain a audience in this city.They are not a magazine so even if they have the name I doubt it's federally trademarked can I launch a magazine which is a totally different market anyway and technically I'm different by saying I'm "Reno pulse" also we are not going to do fashion to cause confusion anyway.I will attempt to trademark federally but no time soon.
i notice they are kind of shifting away from the name pulse society or its not advertised alot and rather shifting towards advertising PULSE as that is what i see.So they are advertising buisness as either PULSE SOCIETY AND PULSE.I just see pulse all over there fashion photos. I would like suggestions on if I shoUld just name my buisness Reno pulse mag short for magazine to be a little different and claim I'm a magazine and in that market.BUT THIS IS THE LAST RESORT IF I AM CROSSING LINES.Regardless what name I launch as Reno pulse or reno pulse mag I don't think it matters because I'm going to advertise as a magazine most the time so I doubt I will! - edit
RENO PULSE may infringe PULSE but may not. See an attorney
Maybe PULSE SOCIETY is moving away from the mark, but it sounds like there are other players in the magazine area that use PULSE. You're taking some real risks here. Somebody with superior trademark rights may shut you down as soon as you are getting successful enough to be noticed. All your branding work would be lost. In my view, now is the time to think through your brand, so that you spend your time and effort building a brand that you can keep.
Indeed, PULSE is the brand name on the back of Walmart Credit cards. Ready to take them on in litigation?
Bruce, you are so right! With trademarks I wish we could convince people to look before they leap. Alas, falling in love with a mark and using it without getting it cleared first is one of the most common ways people create trademark troubles for themselves.