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Field Notes: Gesture trade marks

Sasha Mandakovic

It is almost 20 years since the British financial institution Nationwide Building Society obtained a trade mark registration for the gesture “made by a person by tapping one side of his/her nose with an extended finger, normally the index finger of the hand on the side of the nose being tapped”. It seems an ingenious message given by the trade mark to a financial institution’s clients: The smell of a good business opportunity!
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