Date:  Wed, 14 Jun 1995 09:42:27 -0800

From:  Michael Elkins <MELKINS[AT SYMBOL GOES HERE]ADVOCATE.COM>

Subject: Re: Kmart



As a registered trademark, Kmart may not be the most ideal thing to use

as an example in your context. Surely, at some point a board of at least

a dozen people sat around for an hour, trying to decide how best to

present their company name to the public.



Also, the word "Kmart" does have a history. Up until about three years

ago, the registered spelling with the U.S. Trademark Association (now

the International Trademark Association) was "K mart" (space included).

After the company's image makeover ("I love what they've done to

Kmart!"), which included a redesigned logo, the trademark was changed so

that the spelling is now "Kmart."