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Wonderful program sponsored by my Trademarks & Unfair Competition Committee: Ever wonder if you can obtain trademark protection for a sneeze, the smell of a rose or the interior of a car? This program will focus upon achieving and enforcing trademark protection for non-traditional marks and trade dress. The speakers will review court decisions that have granted trademark protection for non-traditional marks and trade dress and analyze what non-traditional features are most likely to receive trademark protection. The panelists will discuss the type of damages and awards granted against the infringers of these non-traditional marks. The program will explore best practices for obtaining a United States trademark registration for non-traditional trademarks. Finally, the program will conclude with a brief round-up on the ability to protect non-traditional marks and trade dress outside the United States.