How is a trademark like a hot dog?

Tim, an employment lawyer recently asked me, “What does MapWise for trademarks really do? Why does a company need it?”

I said, “ I am sure that the hot dog company you represent knows exactly how many hot dogs it has in the warehouse,  how many kinds of sausages it sells and the due dates by which they have to be sold. “

Tim, “Yes, that’s true. The hot dog company has a good system in place to manage its inventory. It’s critical to its business success.”

I replied, “Trademarks are like hot dogs. Smart owners manage their inventory of trademarks in the same way they manage meat, or buns or other hard assets. They manage their inventory of hot dogs and  trademarks for business success.

We see large and small companies either not managing their trademarks by sticking legal correspondence in a file and only acting when their lawyers call them, or keeping a list that only one person in the company has access to or understands.  It’s not their fault, they haven’t had an easy to use tool.

MapWise is a simple intuitive tool. You don’t need to be a lawyer to use it. So the hot dog company can now strategically manage its trademark inventory just as effectively as it manages its hot dog inventory.

In this difficult economy, MapWise pays for itself for quickly by reducing reliance on outside counsel, offering insight into which marks to keep and which to let go,  and avoiding lost sales revenue by seeing where a company needs to establish foreign trademark protection.”

“So now the hot dog company can be as smart about its trademarks as it is about its hot dogs. ”