Brain scans could be one way to resolve trademark lawsuits, according to a business school professor

Does the toothpaste Colddate infringe upon the trademark of Colgate? Some might think this is a no-brainer. But in a 2007 lawsuit between the two brands, Colgate-Palmolive lost on the grounds that the two brands were “similar” but not “substantially indistinguishable.” Determining…








