January 2016

Healthcare.gov vs. Florida Health Choices

Almost one year ago, I wrote a blog titled “What’s in a brand?” In it, I reviewed Florida Health Choices’ first use of the tagline “Health Insurance Marketplace,” the reason it was chosen as our official slogan, and our efforts to develop and protect the brand. A few days later, on January 30, 2015, attorneys representing Florida Health Choices formally filed an application with the U.S. Patent and Trademark Office (USPTO) (Application number 86515931). The application describes the logo as it is used by Florida Health Choices and registered with the state’s Division of Corporations, including an artistic arc over…
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