A three-pronged approach: bringing names to market

In a time that seems long ago, the creation, clearance and registration of new trademarks took a largely predictable course, and expectations within the business were that there needed to be long lead times. The reality today is that the pace of commerce is such that those long lead times are no longer acceptable to the business. While some trademark offices have responded to industry requests for faster processing of new applications, most are labouring under ever-increasing demands and without the resources to meet them. What industry must do is find smarter ways to meet the challenges of modern business imperatives with, inevitably, limited resources.