Playing ITU for all its worth ITU, of course, is not all risk. Its widely recognized advantages are discussed at the outset. ITU also can be used creatively in other ways. Two of which we are aware are described below. The Pre-emptive Strike.
Most major companies search before filing for or adopting trademarks.
If the application matures into registration, the registered mark will, presumably, have priority. Not being gifted with infallible foresight, or even a lot of optimism, many lawyers appear to advise clients to avoid such marks. That certainly is the conservative course. There is no reason that such caution cannot be turned to the ITU applicant's advantage, assuming there is the necessary bona fide intent to use under circumstances showing good faith. If one can foresee trends, calculate how they might be exploited in trademarks, and bring one's self to form the necessary good faith intent, one well may keep potential competitors for the mark at bay for a few years.