There are times when you absolutely need a local specialist. A real estate lawyer who knows Oregon title issues, a New York tax lawyer, a California employment litigator. Some legal work is local, and it is a mistake to pretend otherwise. But a lot of companies take that idea way too far. And for a long time, so did we.
When we first built our international trademark practice, our focus was almost entirely Asia. Clients came to us for China trademarks and then for trademarks in other Asian countries, and we handled those. But when the discussion turned to the United States, we would tell our clients to use their domestic trademark lawyers. If they did not have one, we would refer them to one.
At the time, that seemed sensible. We were busy. Our Asia trademark practice was growing. We saw ourselves as handling the international piece, not the domestic piece. That was a mistake.
As our practice expanded, the flaw in that thinking became harder to ignore. We were handling trademark work in China, Australia, Mexico, Spain, Vietnam, and just about everywhere else except the United States. That made no sense, especially for clients whose U.S. filings were central to the rest of their brand strategy.
If we were already managing a company’s trademarks across multiple...
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