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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

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.

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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. 

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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.

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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.

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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.  

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Protecting Your Business 101: Lawsuits, Cybercrimes, and More

A person in business casual clothing sitting in front of five monitors with various data displayed on them. The lighting in the room is low and there is a small glass of water on the desk in front of the person.

Most business owners are worried about cash flow and sales. After all, regardless of your industry, the main goal is to earn profits. 

However, protecting those profits is also essential. Legal issues, cybercrimes, and other problems can wreak havoc on a small business. It is vital to adopt practices that protect your business. 

Failure to have the proper protections in place can lead to a wide range of legal and security problems. Even companies that escape lawsuits and financial losses may end up with a damaged reputation and ongoing issues with customers, vendors, or employees. 

The dangers are real for small businesses. For example, a 2019 survey by Keeper Security found that two-thirds of small business owners do not expect to be victims of cyberattacks. However, 67% did experience a security breach. 

Meanwhile, a civil lawsuit can prove ruinous. According to the Small Business Administration (SBA), the cost of such legal action can be between $3,000 and $150,000. In 2018, liability suits cost companies $343 billion. Small businesses shouldered a disproportionate amount of these penalties. More than half of the judgments, $182 billion, were against smaller firms

Businesses need to protect against legal and cybersecurity issues. Failing to do so can be costly and cause significant setbacks. 

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How To Reinvent and Reinvigorate Your Hiring Strategy

How To Reinvent and Reinvigorate Your Hiring Strategy

To find and retain the right people for your company, you’ll need a hiring strategy — a plan that helps you consistently fill job openings with qualified hires. Your hiring strategy should inform every stage of a potential employee’s onboarding process, from their first interview to a formal offer.

With the right hiring strategy, you can minimize turnover and place employees into company roles where they thrive. A poor or incomplete hiring process can frustrate candidates, compromise productivity, and even result in the wrong person filling a position.

If you’re invested in your company’s hiring process, it’s important to optimize your strategy in ways that attract top industry talent.

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What a Startup Needs To Be Successful

People in multi-colored clothing sitting around a wooden table. On top of a table, there are coffee mugs, a tablet, a small leafy green plant, and a white poster with the words “Start Up” on it.

Only 50% of companies with employees survive beyond the first five years. Though these numbers may appear intimidating, you can work to overcome them. The most successful businesses put a premium on talent, customer focus, strategy, and networking while maintaining core beliefs and practices. Furthermore, it’s vital to discern what legal mistakes every startup company should avoid making.

When first establishing your startup, there are several key steps you’ll need to take to help ensure the success and survival of your business. 

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