It was right in front of you the whole time. Look above at the trademarks. Kenny even said, "The value of our business is in our Intellectual Property and our Trademarks."
So, "envision" the process. Kenny gets things lined up with Universal and Iovine sends him to Aftermath to meet with Dre. We know he's the perfectionist, so nothing comes overnite. I would imagine a deal got ironed out in January. He meets with the Three Headed Monster to which each has their own preferences to a product introduction. But each is on their own timeline of things they are involved in. So lets introduce the products in accordance with all their albums coming out later in the year.
Em and 50 are pretty upfront on a name for their product. Dre on the other hand has to stew on it for awhile like he does everything else. Kenny goes ahead and files the El Jefe just in advance of the Dre announcement of a deal with Aftermath. There is no other reference on the web for any correlation to anybody Drinks would be interested in other than 50. Em loves the Absinthe and Kenny knows Absinthe just got legalized again in 2007. He knows about Absinthe Pacifique coming out the end of 2008 and wants an American mfr for cost. So he files that trademark right away just after the deal is announced. Dre goes with D'Oro and Lebasse for his tequila and cognac on the initial conversations. But I bet he wants to improve on it. He finally says these are more true to me and goes for Aftermath and Topless. So those trademarks get filed. Play it out any other way you want to. The first question I would have to ask is why?
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