When done correctly, the trademark process begins before the filing of the application. But the truth is, the real work (and the real value in hiring a trademark attorney if you go that route) happens before you ever file: the trademark search. A thorough search, paired with a solid opinion letter, is the single most important part of the trademark process. Skip it or do it poorly, and everything downstream — your application, your branding investment, your business — is at r

Last month, my husband's law firm received a trademark for their slogan, "Don't Wait, Dial the 8s." The timing was funny -- I had just started telling people that I was launching my trademark practice at JSDC. People started assuming that I had helped with their trademark -- I hadn't. My trademark practice is relatively new, and their application process started more than three years ago, back in July 2023! All of the questions and assumptions made me realize that people (inc

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