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Branding and business strategy from a trademark attorney and founder.

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About the Jewish Lawyer

Self-portrait of Jeremy in his home office.


Jeremy Green Eche is a branding attorney and the founder of JPG Legal and Communer, a marketplace for registered trademarks. He is the attorney of record for over 4,000 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 2021-2023.


Eche has been featured on Business Insider, USA Today, CNBC, CNN Money, NPR's Morning Edition, WIRED, MSNBC, Forbes, the New York Daily News, HLN, The Hollywood Reporter, 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.


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Eche is based in Brooklyn in New York City. He formerly served as in-house General Counsel for Teamsters Local 922 in Washington, DC. Eche is married to Stephanie Eche, an artist and creative consultant who co-founded Communer with him. He has moderate Tourette syndrome.


You can contact him at

Toy Trademarks: Dos and Don’ts for Toy Brand Protection

Image by Lego Group.

When I was five, I played with Legos and I really loved them. Not because I liked to have finished models to show off, but because I had enough of an imagination back then to come up with adventures for the little Lego people, pitting them against each other and the elements.

When I was nine, the Lego Island computer game came out and it had pretty good reviews, making it a no-brainer for me to ask my parents to buy it. By then my imagination had waned, so I was excited to have an adventure with my Lego people again in a virtual environment.

Lego’s ability to traverse industries while keeping the same brand name was essential for capitalizing on the nostalgia of children like me while appealing to our maturing tastes. If you’re an aspiring toymaker and want to be able to offer appealing products across industries to your customers as they age, it’s essential that you choose a great brand name – a great toy trademark – at the very beginning of your journey.

If you choose a toy name that can’t scale with your success, or perhaps can’t be protected at all, the goodwill you’ve built up with your early customers will be wasted, resulting in a tremendous loss of potential earnings you could have raked in from the nostalgia people feel for their favorite childhood toys.

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Can You Sell Patented Products on Amazon?

Google Patents bird feeder camera search screenshot

Note from Jeremy: This is a guest post from patent agent Brad Fach of We’ve been sending patent clients to them for several years now and everybody has been very happy with their service, so I thought our readers might appreciate some advice from Brad on an issue many of my clients deal with. We do not have any sort of affiliate or compensation arrangement with them.

Amazon is the world’s largest marketplace by revenue, providing businesses with unparalleled exposure to a global market. The platform’s user-friendly interface makes it easy for businesses to showcase and sell their products to a large number of consumers. But can you sell patented products on Amazon?

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Trademarked Fruit Names: Sweet Sugar Mango’s Success

Trademarked Fruit: Goldenberry Farms Sweet Sugar Mango
The Sweet Sugar Mango®. Photo by Goldenberry Farms.

A few clients have asked me: Can you trademark a fruit? Not the name of the company selling the fruit, but the fruit itself? 

Yes, you can. One of my clients recently trademarked their fruit name, getting recognition for this feat from The New York Times earlier this year.

Goldenberry Farms’ “Sweet Sugar Mango” Trademark Grabs U.S. Spotlight in The New York Times

Mangoes, with their lush flavors and vibrant colors, have been a beloved fruit across many cultures. But mangoes come in many variations, and some stand out for their distinctive flavors. 

From the fertile grounds of Colombia emerges such a mango, with distinctive branding to match – known to the world as the “Sweet Sugar Mango” or “Sugar Mango,” courtesy of our client, Goldenberry Farms.

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Forbes Names JPG Legal a Top Trademark Filing Service

Screenshot of Forbes Advisor's top rated trademark filing services.

We are excited to announce that JPG Legal has been recognized by Forbes Advisor as one of the top trademark filing services. Though we weren’t the highest rated service overall, we proudly stood out as the highest rated law firm on the list, demonstrating our commitment to providing top-tier legal services to our clients.

The three services rated higher than our firm are all large “legal services” companies, not law firms staffed with lawyers.

The Forbes Advisor assessment, available at this link, commends our firm for various standout features that set us apart in the field of trademark registration.

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Scalable Vs. Non-Scalable Business: A Comparison

Scalable vs Non-Scalable Business graph

I have two companies, Communer and JPG Legal, with thoroughly different business models. 

The first, JPG Legal, is a law firm, which is a kind of professional or personal service company. Though we don’t bill by the hour like other law firms, our clients still pay for the time and effort of qualified employees. 

Because we’re a personal service company, our business is not scalable. In other words, JPG Legal is not a “startup.” Any growth in revenue we experience must be accompanied by an increase in prices or in hours worked by employees. Our margins are relatively low and they don’t increase when our business gets bigger. We also don’t have a “moat” to protect us from competitors copying our business model, which further limits our growth.

Aren’t Many of the Biggest Startups Personal Service Businesses?

You might point out that many of the biggest, most successfully scaled startups provide personal services, like Uber or DoorDash. However, these companies are not personal service businesses themselves, they’re marketplaces for third party service providers. They don’t have to take on new employees to provide services when demand goes up. 

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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. 

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

Updated April 30, 2023
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. 

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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:

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