How AI is Transforming the Lives of In-House Trademark Professionals

Nadaline Webster,

Managing a large international trademark portfolio is no small endeavour. Aligning the necessary legal requirements with the product development and marketing teams for product launches. Clearance and registration across multiple regions, coordinating the efforts of foreign counsel as required. Orchestrating multiple renewals and filings across countries. Fighting against the rising tide of counterfeits and infringements. It’s no simple task.

Alongside contending with the workload, in-house trademark professionals are also battling limited resources, tight deadlines and administrative workloads to be completed with tools that, in some cases, still resemble systems from 20 years ago.

It can be difficult for those outside the trademark industry to comprehend the archaic nature of many of the processes. Those used to the magic of Google at their fingertips to obtain information are often taken aback by a proposed turnaround time of a clearance search that numbers in days and sometimes weeks and yet still carry a hefty price tag. They are often shocked to discover that ‘watching your marks’ often means not only paying for a service to deliver reports but that it means wading through pages upon pages of results with no guarantee that there is even a single result in there worthy of your attention. Even in private practice law firms, the trademark workload is notoriously heavy from an administrative perspective.

Luckily, this sort of administrative workload is something at which new legal technologies are designed to excel and for the in-house practitioner, the results are transformative.

The expenses in terms of both direct costs to the company and time consumption are substantial and in many cases, these can both be reduced. When asked about the benefits of making the switch to using tools that utilise state-of-the-art intelligent legal technology, F Hoffman-La Roche said “TrademarkNow saved me from unnecessary, time consuming and expensive legal searches”.

Saving time is not just a matter of convenience in this context. It impacts across several departments (notably the marketing team) who are waiting for a green light to proceed. VMware noted that “Before TrademarkNow, getting trademark search results took days. Now we get the results right away”. It matters more than you might think.

A surprising amount of behind-the-scenes work goes into the creation of a new product or service and it’s accompanying branding and packaging. Days or even weeks waiting for search results is a long time for those people to twiddle their thumbs, unable to move forward until approval grants. Or perhaps worse yet, frustrated by what are often seen as unnecessary delays, teams will move forward only to discover that it is back to the drawing board after all.

The entire process of trademark management from end to end can be overhauled with the assistance of intelligent legal technology. Companies all over the world are providing our instant exact match screening tools to their marketing departments to facilitate better name candidates coming through to the legal department. Trademark attorneys are reducing costs, improving their process and finding better results from bringing their comprehensive clearance in-house. For Carlsberg, this has meant real transformation - “With TrademarkNow, we improved both our process and our results”.

Businesses that struggled with a lack of capacity to watch more than a few marks out of portfolios of hundreds or thousands, are now watching every mark they own, everywhere they are registered in less time than they watched the few before. It’s greater peace of mind with far less cost and man hours.

For those in-house trademark practitioners who have not yet investigated the possibilities that real artificial intelligence and legal technology can offer, you can get a personal guided tour of the platform and all the tools by clicking here.

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nadaline-webster
By Nadaline Webster

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