Welcome back to another edition of The Hypha Wire.

Only two days until the Super Bowl! I actually had to search whether or not I’m allowed to even say “Super Bowl.”

It’s been one of those things I’ve been warned about in copywriting over the course of my career, but I hadn’t done a deep dive into its accuracy.

For any other nerds out there, here’s what I found.

The NFL has trademarked the term “Super Bowl” since 1969.

They can be quite litigious with the trademark, even suing a church back in 2007 for using the name in advertisements for a small event they were hosting (because they were charging a $3 admission fee).

In some ways they’ve eased up in enforcement, for example, hosting a party around the event at a restaurant but not charging admission is okay.

Essentially, the NFL doesn’t want anyone to think that it’s endorsing these smaller events—and this extends to, say, your marketing campaign.

Brands pay thousands of dollars to be able to use the Super Bowl name and logo. A few years ago, Vox reported, “Anheuser-Busch spends around $250 million a year to be the only alcohol company allowed to advertise nationally during the game, and to use the various Super Bowl trademarks on its products. It’s not going to be thrilled if the NFL does nothing to protect its investment.”

That tracks so far. Brands pay handsomely to use the name and logo, so why should you be able to?

Alright, but what about me? I’m writing this little piece—am I going to get sued for using the phrase Super Bowl?

Thankfully, no. That’s where something called nominative fair use comes into play:

“Nominative fair use permits use of another’s trademark to refer to the trademark owner’s goods and services associated with the mark.”

So the trademark is the name of the game. It’s the Super Bowl. As long as I’m not using the trademark to imply endorsement, I should be good.

That being said, given the NFL’s history of suing, I’m not sure I’d be throwing the trademark around left and right (in a commercial setting) just to be sure. To sum it up, here’s a quote from EFF:

“The reason no one says ‘Super Bowl’ has nothing to do with the law and everything to do with the massive amount of resources the NFL has brought to bear on the issue. Its pockets are very deep, its will is strong, and its desire for control ravenous. But its scare tactics don’t change the fact that you can totally say ‘Super Bowl.’”

-Sage Levene, VP of Marketing, Hypha HubSpot Development

Poll: Why will you be tuning into the big game?

1. Football (duh)
2. Commercials
3. The Snacks

Last Week’s Poll Results: Which LLMs have you tried?

ChatGPT: 40%, Claude: 25%, Gemini: 30%, DeepSeek: 5%

Open Mic

Agentic AI Is the Future of Business. Are You Ready for It?

By Phil Stott, Head of Client Success, Hypha HubSpot Development

Agentic AI is opening up new possibilities for how businesses operate—think autonomous, goal-driven systems that adapt in real time, make smart decisions, and handle complex workflows with minimal human input.

As a HubSpot partner agency, we’re exploring how this technology can transform marketing and sales.

Imagine this:

Effortless Social Media Content

You open your inbox in the morning to find a daily list of potential social media posts, generated by an AI agent that has been trained to find stories impacting your industry, draft commentary in your voice, and deliver them for approval every day. Then, simply by responding to the email, you can ask for edits and schedule the posts for publication on the platforms of your choice—all without leaving your inbox.

Smarter Sales & Marketing Automation

AI that researches companies, finds the right contacts, enriches data, and crafts hyper-personalized outreach—at scale. All from nothing more than a list of company names, delivered in minutes.

Those are just two of the use cases for AI agents our team has been building and testing in recent weeks. And they’re just the tip of the iceberg. As AI models continue to improve and agent builder platforms proliferate, it’s simply a matter of time before we can deploy fully autonomous teams of AI agents that not only collaborate and problem-solve but also seamlessly connect disparate platforms, integrating data and workflows across systems in ways that were never possible before.

The future isn’t just automation—it’s AI-powered collaboration, unlocking new levels of efficiency and innovation. And we couldn’t be more excited about it.

Have an agent in mind? Send us a message and we can start building, together.

Second Hand News

The Root: Black History Month Collection ➜

February marks Black History Month, and at a moment where we’re seeing DEI slip away, it’s important to honor and celebrate Black History. The Root has a great collection of articles and videos centering around the month. And if you’re not already subscribed to The Root, take a moment to do so, because as they state:

“Here at The Root we celebrate Black excellence 365 days a year.”

Wired: LinkedIn Is Testing an AI Tool That Could Transform How People Search for Jobs ➜

Hopefully this will be a use case where AI is truly used for good, and job seekers in this volatile market will find positions fit for them more quickly and successfully.

Hypha Highlights

The business landscape is undergoing a fundamental shift.

Artificial intelligence has moved beyond buzzwords and experimentation to become a genuine differentiator in how companies operate and compete.

While most executives recognize AI’s transformative potential, IBM’s latest research reveals a striking gap: Only a quarter of organizations are actively innovating with AI to create new business models.

This disconnect between recognition and action creates both risk and opportunity for forward-thinking organizations.

As platforms like HubSpot introduce powerful new AI capabilities that can transform customer support efficiency and enrich critical data, organizations must consider not just whether to adapt, but how quickly they can transform their operations to remain competitive.

Read: The Age of AI: Why Businesses Need to Adapt Now ➜

5 Star Review

We’d been using HubSpot for marketing and decided to migrate our sales CRM from Salesforce to HubSpot. Hypha, and particularly Kevin Campbell, were a sincere pleasure to work with - he’s clearly an expert, super responsive, an efficient project management guide, and just lovely all around.-Scott, K.

Industry: Health

Services provided: HubSpot Onboarding, CRM Migration, Sales Enablement, and CRM Implementation

HubSpot Hacks

Our Senior Platform Specialist, Kevin Campbell, is back with some HubSpot Beta breakdowns!

• Create Invoice via API. This is an awesome update for teams who track subscriptions externally, but BILL via HubSpot!

• Workflows UI Overhaul. The Workflows tool is getting a facelift! Now teams can more easily navigate the tool with a better and more intuitive UI.

• Reply to Any Email in a Thread. This update is a HUGE win for Service Hub teams, as previously you could only reply to the most RECENT email in a thread. Welp, “Bye Felicia,” there’s a new reply option in town.

• AI Powered Ticket Identification. “Yeah, but can it ID my tickets for me?” Yes and yes. Now, using AI, it can sort and categorize your tickets based on keywords that it detects!

• Centralized “Used In” Subscription Types. Talk about a quality of life upgrade! Now, when viewing Email Subscriptions within Settings, you can see exactly which emails are associated with that subscription type!

⭐ To enable any of these betas, log into your HubSpot account, click your profile picture in the top righthand corner, and navigate down to ‘Product Updates.’ If you run into any trouble, just give your friends at Hypha a call!

AI in Action

News, updates and tools from the AI industry.

I’ve shared this podcast previously but wanted to share it again. AI for Humans is a really great listen, and it takes the edge out of the industry.

There is a lot of jargon and verbiage constantly thrown around, but the podcast hosts make concepts accessible and understandable, while still covering large frameworks and the latest news. Give it a spin!

Cover to Cover

The titles team Hypha can’t get enough of.

The Bookshop: A History of the American Bookstore by Evan Friss

“Bookstores have always been unlike any other kind of store, shaping readers and writers, and influencing our tastes, thoughts, and politics. They nurture local communities while creating new ones of their own. Bookshops are powerful spaces, but they are also endangered ones. In The Bookshop, we see the stakes: what has been, and what might be lost.”

How can we help you?

Industry: Food/Beverage

Hypha’s Solution

• Logo Design/Branding
• Corporate Messaging
• User Journey Mapping
• Core Site Content
• Website Design
• Lead Generation
• SEO
• Content Creation

Thanks for reading. Catch you next week! -Team Hypha