Why “The Butt Face” should be enjoined from being a butthead

I put forth the proposition that, as much as trademarks, copyright, and other intellectual property, reputation is what makes a brand—so companies and their counsel should think twice before recklessly suing over perceived trademark infringement and risking blowback that can have long-term reputational consequences. There is a “delicate balance” (as one observer put it) between enforcing intellectual property rights and being so aggressive legally that you hurt your client and their broader business goals. In other words: sometimes it makes good business sense to be the butt of a joke.