The article talks about how trademark protection works in the US and the benefits of federal registration. The researchers looked at 40 years of USPTO trademark data to see what factors lead to success in getting a trademark. They found that the number of trademark applications has gone up a lot, but the process can be tough for many. Text-based trademarks are common but not always successful. Designs-only trademarks have the best success rates. Unusual trademarks are rare and have the lowest success rates. People who use legal help are more likely to get their trademark approved.