Making minor changes to an existing trademark, such as by altering the spelling, adding or removing a punctuation mark, putting a circle around it, etc. is not likely to remove or lessen potential consumer confusion about the source of a product or service. MICROWSOFT and MICRASOFT, for example, are not likely to be enforceable as trademarks for computer products because even though they are technically different, consumers are still very likely to confuse them with MICROSOFT . A helpful rule of thumb here is to think of the average consumer as a poor speller with a fuzzy memory. A trademark does not have to be identical to a pre-existing one to create consumer confusion. Consumer confusion may also arise when a trademark is similar to another one, even if it is not identical to it.