If a trademark lacks sufficient distinctive character, the Benelux Office for Intellectual Property won’t register it. Sometimes justifiably, and sometimes (in our view) not. Right or wrong, the rules are strict. 

Application Refused  Chiever says
  The word mark EUIPO (also the name of the European trademark office) for cosmetics and clothing not sufficiently distinctive? We’re puzzled: what’s wrong with EUIPO perfume?
Device mark Mybrand for software. Not your brand, clearly. Justifiably refused? We doubt it.
Device mark for clothing. Any ‘I love …’ trademarks combined with a heart are (correctly) doomed to failure.
The Nightwatch refused in the Benelux but accepted in Europe. It remains a mystery to us (see also page 4).