Ask a Jewish Lawyer | JPG Legal

Ask a Jewish Lawyer®

Branding and business strategy from a trademark attorney and founder.

Subscribe to receive free branding and growth advice for small businesses.

About the Jewish Lawyer

Jeremy with somebody else's dog.


Jeremy Peter Green Eche is a branding attorney and the founder of JPG Legal and Communer. He is the attorney of record for over 2,500 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, Forbes, the New York Daily News, HLN, CNN Politics, DCist, ABA Journal,, CNET,, NBC News, Refinery29, the Globe and Mail, and several other news sources. Before becoming a trademark attorney, he was known for owning and hosting his comics there during the 2016 election, before selling the domain.


Jeremy's Instagram

Jeremy's Twitter


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

USPTO Verification for Trademark Filings: What Is This? surveillance camera cartoon

If you’ve tried to submit any trademark filings in the US after August 6, you might have been surprised to see that the USPTO now requires you to get your identification verified by something called You may have wondered, “What is this? Do I really have to do this? How much work is this going to be?”

Here are my answers to these questions, along with some context.

What Is and What Does It Have to Do with Trademarks? is a private company that offers identity verification services and has contracts with various government agencies including the IRS and several state unemployment offices. 

Citing its own unproven estimate that hundreds of millions of dollars are lost each year due to unemployment fraud, convinced dozens of state unemployment agencies to hire it to screen applicants for unemployment insurance. 

Read the rest of this post »

Trademark Renewal Timeline: How Often Do You Have To Renew?

Cartoon clock that resembles the ® symbol with the clock hands being extensions of a capital letter R. Signed by Jeremy Eche.

People often ask me how often you have to renew a trademark in the United States. I wish the answer were simple. I could say “every ten years” and technically be correct, but that would be misleading because it doesn’t actually answer the question people are asking.

Yes, it’s true that you don’t need to file a Section 9 renewal for your U.S. trademark until 9 to 10 years after your trademark is registered, and every ten years after that. But there’s something else that you have to file between five and six years after you reach registration, and for some reason the USPTO doesn’t call it a renewal. 

Read the rest of this post »

Client Spotlight: Juhn Hits 500 Million Streams for One Song

Juhn's Spotify listing with top tracks.
JPG Legal client Juhn’s Spotify page

As you may already know, our firm files a lot of applications for music trademarks. One client of ours, Juhn, has managed to hit it big within the last couple of years. He wisely hired us in 2019 to file a trademark application for “Juhn” when his streaming numbers were in the single-digit millions.

As a fan of Latin trap and a resident of Loisaida in Manhattan at the time, I was very excited that the Puerto Rico-based artist had decided to work with JPG Legal to secure his name. Two years later, the reggaeton song “Bandido” that he co-wrote and performed with Myke Towers has over half a billion streams on Spotify alone.

Because he took action when he was 100 times less famous than he is now, he doesn’t have to worry about counterfeiters and artists with similar names filing trademark applications. He reached registration in late 2020 and now his name is secure. 

Sadly, many of the musicians who hire us only start thinking about trademark rights when one of three things happens:

Read the rest of this post »

Software Trademark Guide: Classes and Specimens

Green mobile phone app illustration by Jeremy Eche

When you file a trademark application, you have to file for specific goods or services within one or more of the 45 trademark classes. A software trademark can fall under class 9 or class 42, depending on what type of software it is. Many trademark applicants file for software in the wrong class. This mistake is very easy to make. 

In this guide, I’ll go over the differences between the two main trademark classes for software and how to choose the right one. I’ll then give examples of specimens and allegations-of-use using two hypothetical examples: a downloadable app and a web-based SaaS product.

Read the rest of this post »

Legal Mistakes Every Startup Company Should Avoid Making

The hands and arms of three businesspeople are visible over a wooden table. They are pointing at dense text on a piece of paper.

It can be easy to overlook legal matters that seem unnecessary while developing your business. More importantly, hiring lawyers and filing paperwork may seem like a financial luxury you can’t yet afford. However, avoiding legal matters could lead to issues with compliance, contracts, or stolen intellectual property down the road. 

Not hiring lawyers because of financial concerns is one of the most common legal mistakes that startup founders make. In addition, some business owners also neglect to sign well-defined shareholder contracts for fear of driving potential investors away.

These issues may not seem imminently important, but not handling them early in the process can lead to expensive litigation. Accounting for these legal factors is necessary for a successful business. 

Read the rest of this post »

An Affordable Trademark Attorney

Self-Portrait of an Affordable Trademark Attorney by Jeremy Eche
Self-portrait of an affordable trademark attorney, drawn by the author.

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 online in mid-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 »

Leveraging Social Media To Elevate Your Business Strategy

A person’s hand holding a smartphone. Icons for various social media apps, such as Facebook, Twitter, Instagram, and Pinterest, are displayed on the smartphone screen.

Today’s consumers have come to expect a personalized experience from brands they follow on Facebook, Twitter, and Instagram. As a business, you must be able to engage with your customers using these channels to compete in the digital age.

Read the rest of this post »

How To Attract More Customers to Your Business

A store owner standing in front of their shop. Dark colored bottles are visible through the window, each with a ribbon and a cork on top.

Whether customers interact with your brand online or in-person — or a combination of both — tracking traffic helps you understand consumer activity. When you track your consumers, you’ll develop a better understanding of the products and services they seek. Using this information, paired with a few fresh tactics like updates and optimization, can work to help attract more customers.  

Read the rest of this post »

Next Page »