Trademark's Zeitgeist

Tired of ego-surfing on Google? Try the database of the Benelux Trademarks Office to see who has trademarked your name. I could have guessed...CoCo has been accepted as a (figurative) trademark for a monkey. That's accepted again: left Kellogg's new and right Kellogg's old CoCo. The evolution of a trademark: dead by expiration, and lack of coolness.