Bring analytics and visualization

to

trademark portfolio management

By Lydie A. Hudson, Founder and CEO

We founded MapWise to bring the power of analytics to the management of trademarks. With over 20 years of legal experience in representing global companies and technology start-ups, I recognize the challenge a company faces in building and protecting its brands. Trademark prosecution and retention is data intensive with a myriad of dates, logos, numbers, classifications and text. The challenge is to unlock the data trapped in reports or spreadsheets and display it so a company can manage it strategically.

Located in Madison, Wisconsin, our company benefits from having world-ranked computer science and geography departments of the University of Wisconsin in our backyard. Drawing on the expertise of UW trained engineers and cartographers, we designed a visual template that gives the general counsel and executives a world view of where their brands are protected. But this was not enough. We also wanted to give the day to day user an easy to use intuitive tool that she would enjoy because of its efficiency and data quality controls. The result is a world view that can be relied upon because of the quality of the underlying data. Finally, our engineers designed an IT -light tool, knowing how enterprise-wide software solutions often fail. Our solution is to give the trademark professional a way to hand off data to others in the company in a useable format, while retaining control.

Companies who want to survive realize that they must efficiently maximize the value of their assets including intangible ones such as trademarks. Storing trademark data in the equivalent of shoe boxes won’t work anymore. MapWise is a new tool for companies who want to emerge stronger and stay competitive.

Galileo is our inspiration. He understood the power of a picture to convey meaning in ways that words on a page cannot. One of his sketches showing the path of the moons around Jupiter is contained in a draft letter to the Doge of Venice.

Galileo's sketch showing the path of the moons around Jupiter.

Following Galileo‘s example, we strive to bring the power of visualization and analytics to offer yield rich insights.

We gratefully acknowledge my alma mater, the University of Michigan, and in particular its Special Collection Library for permission to reproduce this sketch from the manuscript, Galileo Galilei‘s draft letter to the Doge of Venice, dated August 1609 and January 1610.