Some international law firms now view trademark work as having strategic importance. We consider why, and the implications for those who compete against them. ------------- Trademarks have long been considered a steady specialism within law firms. Registration volumes generally follow trends in economic growth, and the registry processes and matters for obtaining, maintaining and defending IP rights have changed little over time. So not where the action is. So why do some now consider trademark work to be of strategic importance to their firm? Competition The number and size of law firms is increasing, and so is competition to be on panels and to see RFPs. This is putting downward pricing pressure on some types of routine work, such as IP portfolio management and maintenance of rights. But rather than making trademark work less attractive, some firms see trademarks as an area of growing importance for winning new work and differentiating their service offerings. Client acquisition and