1. In re Phoseon Technology Inc., 103 U.S.P.Q.2d 1822 (TTAB 2012) 1 Failure To Function As Mark SEMICONDUCTOR LIGHT MATRIX

2.  In re Compania de Licores Internacionales S.A., 102 U.S.P.Q.2d 1841 (TTAB 2012)  In re Premiere Distillery LLC, 103 U.S.P.Q.2d 1483 (TTAB 2012)  Corporacion Habanos, S.A. v. Guantanamera Cigars Co., 102 U.S.P.Q.2d 1085 (TTAB 2012) 2 Section 2(e)(3) -- Primarily Geographically Deceptively Misdescriptive

3.  Primary significance of mark is a generally known geographic place,  Goods do not come from that place,  Public would believe that goods come from that place, and  The misrepresentation would be a material factor in the consumer’s decision to purchase the goods. 3 In re Compania de Licores, 102 U.S.P.Q.2d 1841 (TTAB 2012) The Test Under Section 2(e)(3)

4. “PRODUCT OF USA” 4 Goods Do Not Originate in Cuba

5. 5 Public Would Believe That Goods Come From That Place

6. Materiality Corporacion Habanos, S.A. v. Guantanamera Cigars Co., 102 U.S.P.Q.2d 1085 (TTAB 2012)

7. Functionality In re Becton, Dickinson & Co., 675 F.3d 1368 (Fed. Cir. 2012)

8. TTAB post-Becton, Dickinson In re Hershey Chocolate and Confectionary Corporation, Serial No. 77809223 (June 28, 2012) [not precedential]

9. 9 Refreshing, But Is It A Mark?

10. Ser. 77685052 Ser. No. 77685045 10 In re The Procter & Gamble Co., 105 U.S.P.Q.2d 1119 (TTAB Nov. 16, 2012) In re The Procter & Gamble Co., 105 U.S.P.Q.2d 1119 (TTAB Nov. 16, 2012)

11.  Seabrook Foods Inc. v. Bar-Well Foods, Ltd., 568 F.2d 1342, 196 U.S.P.Q. 289 (CCPA 1977)  Common shape?  Common in the field?  Mere refinement of existing design? 11 The Seabrook Test

12. 12 Available Alternative Designs

13. 13