Consistency and repetition are important in building a brand.  Or are they?  The digital economy is evolving so quickly that it has pushed brand owners to challenge trademark fundamentals by adopting trademarks that evolve as well.  Proponents of such shifting trademarks, called “fluid” marks, believe that they attract the attention of potential consumers, increase brand awareness and maintain the interest of existing consumers in an accelerated marketplace.  Beyond the occasional update that a brand owner…