About the Jewish Lawyer
Jeremy Peter Green Eche is a branding attorney and the founder of JPG Legal and Communer. He is the attorney of record for over 3,000 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, Forbes, the New York Daily News, HLN, CNN Politics, DCist, ABA Journal, Vox.com, CNET, Mic.com, NBC News, Refinery29, the Globe and Mail, and several other news sources. Before becoming a trademark attorney, he was 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. Eche is married to Stephanie Eche, an artist and creative consultant. He has moderate Tourette syndrome.
You can contact him at firstname.lastname@example.org.
Recession Business Good, Sticky Business Better
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.
Like the budget brands at supermarkets, our quality is not actually any lower than that of the larger, more recognizable brands. Frequently the only difference between a major brand and its less popular competitors is the accrued goodwill associated with the trademarks of the larger company — in other words, the brand identity. This is one reason why trademark rights are so important in the first place, of course.
I have no reason to believe the clients who switched to us will forget about us when the economy recovers. Not just because we have a memorable brand, but because of the ratchet effect that a crisis can have on standard operating procedures. We’ve seen this as most white collar work has become remote work. Now that companies have finally been forced to adopt it, they will have difficulty ditching remote work simply because things have returned to normal. Recessions and crises push companies to make changes, ratcheting things forward in a way that these companies were too risk-averse or too lethargic to try during comfortable times.
JPG Legal may not enable our clients to work in their pajamas and skip their commutes like Zoom and Slack do, but once a company has paid less for trademark attorneys and achieved the same results, with less hassle and unpredictability, why would they go back to a conventional law firm? Like remote work, what started as a temporary solution will normalize and become part of our clients’ business models, regardless of their financial outlook.
Because of that staying power, we’re not just a recession business, but a sticky business as well. When the recession recedes, businesses will stick with us and decline to switch back to conventional law firms. At that point, JPG Legal will stop being a recession business and start being business as usual.
If you own a business or plan to start a business, I urge you to use this recession as an opportunity to offer new processes to potential clients who might not have been open to them during normal times, but who will be likely to adopt these processes for financial or logistical reasons during this crisis. If the processes you’ve developed offer a clear advantage over industry norms, these clients will continue to pay for them after the recession is over.
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Scalable Vs. Non-Scalable Business: A Comparison
USPTO ID.me Verification for Trademark Filings: What Is This?
Trademark Renewal Timeline: How Often Do You Have To Renew?
Client Spotlight: Juhn Hits 500 Million Streams for One Song
Software Trademark Guide: Classes and Specimens
Legal Mistakes Every Startup Company Should Avoid Making
An Affordable Trademark Attorney
Leveraging Social Media To Elevate Your Business Strategy
How To Attract More Customers to Your Business
Protecting Your Business 101: Lawsuits, Cybercrimes, and More
How To Reinvent and Reinvigorate Your Hiring Strategy
What a Startup Needs To Be Successful
Valuing a Trademark: How Much Is A Trademark Worth?
How to Come up with a Brand Name: A Lawyer’s Advice
Amazon Brand Registry Now Accepts Pending Trademark Applications
Our Law Firm’s Favorite Work-From-Home Gear
Our March 2020 Weekly Revenue Numbers Show When Businesses Started Freaking out Around the World
March 2020 Update on JPG Legal
Trademarking a Band or Musician Name: Goods/Services IDs
Can Flavor Flav Sue The Sanders Campaign For Promoting a “Public Enemy” Performance?
New York’s New Broker Fee Rule: Can You Get Your Broker Fee Back?
Why We Raised Some of Our Fees
The New USPTO Rule: What Do Foreign Trademark Applicants Need to Do With Their Existing Trademarks?
How Early Should You Form Your LLC?
Amazon’s Project Zero Means Getting a Trademark Is Now More Important Than Ever
JPG Legal Update: New Attorney, New Space in Dumbo
JPG Legal Is Hiring Its First Associate Attorney
Mid-2018 Update on JPG Legal’s Growth
MoMA v. MoMaCha: a Trademark Attorney’s Perspective
MarkHound and the Move to Manhattan
The Evolution of JPG Legal as a Website and as a Law Firm
The Future of the Trademark Business Model
Trademark Websites Are Lying About the Amazon Brand Registry
Should I Trademark My Amazon Brand?
Are Negligence and Recklessness the Same Thing?
Can a Restraining Order Affect Your Security Clearance?
Can Filing a Restraining Order Against Somebody Affect Your Security Clearance?
Why Are Dead Presidents the Only Dead People with Trademark Protections?