A Chicago-based restaurant chain serving poke, a Hawaiian dish of raw fish and rice, recently faced a branding controversy over its ALOHA POKE® trademark. Since obtaining the trademark in 2016, the owners of Aloha Poke Co. sent a cease and desist letter—a legal notice directing another party to cease an activity—to several businesses with similar names nationwide. Several of them happened to be native Hawaiian-owned companies. Aloha Poke Co. sought to stop others from using the specific phrase ALOHA POKE for business purposes, citing trademark infringement. However, the situation boiled over in 2018 with activists and a Hawaii state representative…