A lot actually. Anne has never trademarked the name 'Green Eyed Monster'. There is actually a company with the same name in the UK (but with dashes between the words) who do organic kids clothes.
We'd discussed trademarking when I came on board. I think it's something you should get onto early if you can afford it. We've now spent the past two years being known in Australia as Green Eyed Monster with me doing a concerted PR effort these last 6 months...there's also the cost of having to change artwork, labels and tags to take into account if we change names.
I've just spent the past few days getting media releases out on our Spring Summer range and Anne's also sent our e-newsletter out to all our customers. I'll talk about traditional PR vs social media in my next instalment.
Tip of the Day: Protect your property! Trademark as soon as you can and make sure you can also get the website address (domain name) of your choice.