Trademarks

Has anybody here had much experience in trademarketing any of ther material such as slogans, logos, names, etc. ?

I noticed that Jeff has registered the trademark, Mastering The Art Of Sales.

That seems so generic and somewhat common language and I'm wondering how easy that is to do---and to actually protect. I've had conversations with attorneys who specialize in that and and they always indicated that it was a complicated procedure to really protect a trademark....justifying their fee I thought to myself.