1. What is your reaction to each case? Were you surprised at how they turned out? Do you think each case turned out the way the trademark law intended it to?

2. Which of the three smaller companies profiled – Eat More Kale, Xoom, or Snacks 5^th Avenchew – do you think had the strongest case in defending the name it was using? Which company do you think had the weakest case?

3. Why do you think Bo Muller-Moore was able to elicit such passion and support in his trademark dispute with Chick-fil-A?

4. To what degree do you think these cases should embolden small firms so they won’t always have to give in to larger firms in intellectual property disputes if they think the law is on their side?