VALLAST®, the brand name for PaulB Wholesale’s own family of products, is now an officially registered trademark with the US Patent and Trademark Office. (See PaulB Wholesale Introduces Vallast.)
“The process of trademarking VALLAST® was an interesting project because, at some point, we realized that many good names had already been registered with the USPTO,” said Jim Wall, marketing manager for Paul B. Zimmerman, Inc., the parent company of PaulB Wholesale.
“We decided that the best way forward was to invent a new word or name. We knew that the new name shouldn’t be too long or too difficult to pronounce. In addition, we wanted a name that had some meaning to it.
“Our marketing team met with the Wholesale team to go through a series of exercises. We came out of those meetings with seven possibilities, and eventually whittled those down to three,” Wall said.
“In the end, we chose VALLAST® because we liked how it has parts of the words “value” and “last” in it. We also thought that VALLAST® sounds like “Ballast” and therefore suggests something of weight or strength.
“PaulB has always stood for products that will meet the demanding needs of our customers, and we always work to provide strong value for the products we sell,” added Jim Hostetter, president of PaulB LLC.
“We are now excited to start using this brand in a stronger way and adding more products to the VALLAST® family,” Hostetter said.
“We have been testing more products in the market over the past year, so we are soon ready to roll out more with the VALLAST® name in 2016-17.
Effective March 15, VALLAST® has been registered with the USPTO in the following goods and services:
IC 7: Agricultural, industrial and mechanical parts and equipment including roller chain for agricultural and industrial power transmission, brass ball valves, brass adapter fittings, lock devices and fittings, implement and trailer jacks, suction hose, pressure hose, hydraulic hose, pressure gauges, steel and galvanized plumbing fittings, sprockets, pulleys, hydraulic cylinders, tractor linkage, grease fittings and hydraulic adapter fittings
IC 35: Wholesale and retail distribution of agricultural, industrial and mechanical parts and equipment including roller chain for agricultural and industrial power transmission, brass ball valves, brass adapter fittings, lock devices and fittings, implement and trailer jacks, suction hose, pressure hose, hydraulic hose, pressure gauges, steel and galvanized plumbing fittings, sprockets, pulleys, hydraulic cylinders, tractor linkage, grease fittings and hydraulic adapter fittings