Jeremy Peter Green Eche is a branding attorney and the founder of JPG Legal. He is the attorney of record for over 2,000 U.S. trademark registrations. In 2019, JPG Legal was ranked the #16 law firm in the United States by number of federal trademark applications filed. Eche graduated from Northwestern University School of Law on a full scholarship. Thomson Reuters selected him as a Super Lawyers Rising Star in Intellectual Property for 2021.
Eche has been profiled on USA Today, CNBC, CNN Money, NPR's Morning Edition, WIRED, MSNBC, the New York Daily News, HLN, CNN Politics, DCist, Vox.com, CNET, Mic.com, NBC News, Refinery29, the Globe and Mail, and several other news sources. He is best known for owning ClintonKaine.com and hosting his comics there during the 2016 election, before selling the domain.
Eche is based in Brooklyn in New York City. He formerly served as in-house General Counsel for Teamsters Local 922 in Washington, DC. He is married to Stephanie Eche, an artist and creative consultant.
You can contact him at firstname.lastname@example.org.
As an affordable trademark attorney, I occupy a strange niche. JPG Legal has just hit $5 million in total revenue since I launched the firm in 2017. In that time, I’ve developed a clear picture of our target client.
Or rather, both of our target clients, because the members of our target audience approach us from two very different perspectives. Some of our prospective clients see us as a cut-rate “budget” law firm. Others see us as an overpriced extravagance.
One Client’s Budget Law Firm Is Another Client’s Bespoke Boutique
To conventional trademark attorneys who bill by the hour, who file about 30 trademark applications a year, and who don’t acquire their clients online, I’m a high-volume “trademark mill.” To them, any client who hires me is putting their business at risk for the sake of saving a few bucks. And to businesses with revenue of $10 million or more, I’m the budget law firm that they choose because they’re in a recession or because their current attorney’s fees are too high and unpredictable.Read the rest of this post »
When appraising a business, the valuation is typically based on revenue, profit, and assets. The calculations can be similar if you’re appraising a popular trademark that generates high revenue. Generally, the revenue of that brand will travel with sale of the trademark.
But for the owner of a little-known or dormant trademark, a totally different process is required to figure out how much your trademark is worth. With an “unused” trademark, revenue is not a factor, so you have to derive the price solely from the inherent value of the trademark registration itself.
This article will tell you how to value a dormant, low-revenue, or “idle” trademark.
As an experienced trademark attorney and trademark broker, I’ve put a lot of thought into how to appraise trademarks. I’ve also brokered many actual trademark transactions through my trademark marketplace, Communer, which has given me insight into how much money buyers are willing to spend on trademarks, and why.Read the rest of this post »
You may not be surprised that clients frequently ask me how to come up with a brand name that they can successfully register as a trademark. Sometimes they ask after we give them a negative legal opinion about the name they wanted to register. Other times they ask after they get a major refusal from the USPTO and have to think of a new name.
Over the years, I’ve refined and augmented my answer to this question so much that it’s now worth sharing publicly. In this post I will:
- Go over some trademark basics to keep in mind when coming up with a name for your business.
- Discuss additional naming factors entrepreneurs should consider, beyond conventional trademark law.
- Tell you what strategies I use when trying to think of a new brand name, especially if I’m having trouble thinking of anything.
- Explain how to do a very basic trademark search on your brand name idea before you start investing time and money into it.
For those who aren’t familiar, Amazon Brand Registry is a program offered to Amazon sellers that gives them access to many enhanced branding tools to help them better connect with potential customers and differentiate themselves from competitors. Perhaps most importantly, it allows Amazon sellers to remove listings that infringe on their trademark rights, including counterfeiters, “listing hijackers,” and sellers in the same industry whose brand names are simply too similar to that of the trademark owner.
Until about two months ago, we used to tell clients that Amazon only accepts sellers with fully registered trademarks for their Brand Registry program. This meant a wait time of 8-12 months before clients selling on Amazon US could get access, because that’s about how long it takes to get a trademark registered in the United States if everything goes smoothly.
April 22, 2021 Update: Amazon has changed the wording on its website since I wrote this blog post, making its requirements more ambiguous. From our own experience, however, almost all of our clients with pending trademark applications are currently being approved for Amazon Brand Registry. For example, we filed a trademark application for a houseplant brand nine days ago and they just got access from Amazon today. Strangely, a client that sells children’s books was denied access by Amazon last week with their pending application, and they were told to try again when their trademark was fully registered. So apparently there are exceptions.
July 19, 2021 Update: The above is still true. Our clients are still getting Amazon Brand Registry access for pending trademark applications that have just been filed. We have not had a client get rejected for Brand Registry since the last update.Read the rest of this post »
While JPG Legal has always had some kind of commercial space, it’s never been simply a 9-to-5 job for me, so my home setup has always been about as important as my commercial space setup. I’ve managed our law firm from four different home offices including a basement apartment, a group house, and a cramped shoebox in the Lower East Side of Manhattan.
I still walk to JPG Legal’s oversized loft office in DUMBO, Brooklyn about three days a week, but my work life would be very stressful if I didn’t also have a great setup at home. I’ve also had to work while visiting family and in-laws, sometimes for periods of a month or more, so being able to set up a makeshift home office while traveling is important to me.Read the rest of this post »
The last few months have confirmed something that I’ve thought for years, but could never be totally sure of until now: JPG Legal is a recession business. We’re the budget brand that people buy at the supermarket when their preferred brand starts to seem extravagant. More and more small and mid-sized businesses are digging deeper for savings and ditching their conventional attorneys for our lower fees and transparent pricing.
Last year my goal was to finish 2019 with over $1 million in revenue, a number we hit in mid-December. This year we passed $1 million in mid-July, on track to finish 2020 at about $1.9 million. Less than two years ago this firm was just my solo practice, and now there are about to be six of us: me, three attorneys, a paralegal, and a legal assistant who will start here in August. Following a brief revenue dip in March when the global business ecosystem was adapting to changing conditions, our monthly revenue has continued its upward trend.Read the rest of this post »
It’s been about five or six weeks since the COVID-19 pandemic suddenly started having a large impact on businesses in the U.S. and the rest of the world. JPG Legal’s clientele is about 50% U.S.-based and 50% international, representing virtually every industry, so our revenue serves as a sort of microcosm of the global economy.
Our monthly gross revenue for March ended up at $123,538, down from February’s record monthly revenue of $143,478. But when March is broken down into two halves, the numbers are much scarier.Read the rest of this post »
Things are good, but also weird here at JPG Legal. We’re busier than we’ve ever been, by far, and we have two new attorneys starting here soon, but they’re not starting until early and mid-April, respectively.
What makes this weird is that I’m not sure if the new attorneys will even be able to come to the office to get oriented if the novel coronavirus (COVID-19) situation continues to get worse here in New York City. I hesitate even to write about the virus because whatever I write will likely seem like old news in as little as two or three days.
I woke up on Monday, March 9 (two days ago) and noticed that the tone of the news had changed drastically over the weekend regarding coronavirus. Later that day I picked up a few USB headsets and gave the team the option to work from home every day until further notice. I’m still coming in every day because I live within walking distance, but everybody else takes the subway to get here, so it seems best to let them stay put.
Our norm was already to have people come in only three days a week anyway, and we give everybody powerful Macbook Pros, so the transition to full-remote is so minor that I really had no excuse for making people come in. As you can see in the tweet below, my mom is proud of me for letting everybody work from home!Read the rest of this post »