A loyal Trademark Blog reader forwarded us this Wine Spectator article about the use of the JOHN HANCOCK signature on wine. In this case the winemaker’s name is John Hancock and that is his signature. Nevetheless, he has received a protest from the John Hancock insurance company.
Yes, you can fairly identify yourself as the source of goods. No, you can’t use your own name as a trademark if it causes confusion. Ah, but can you use your own name if it allegedly causes dilution?