When a company is deciding on their branding, it is essential to determine if a similar mark is currently in existence, and more importantly, registered with the USPTO. Will I Am, filed a mark for "I AM," as related to his "WILL I AM" mark. The problem was, there were already "I AM" marks in a similar space. The examining attorney rejected the mark registration, and litigation in the Trademark Trial and Appeal Board (TTAB) followed, where the examining attorney was justified. After the deciscion was affirmed by the TTAB, Mr. I Am's attorneys filed suit in federal court where the deciscion was again affimred. Sorry Will. Lesson here - get a search done before you file, and find out if there are similar marks out there.