Bruce Sales wants to make sure clients visiting him in Westfield, New Jersey, understand immediately that he specializes in big-box retailing. So the partner at IP boutique Lerner, David, Littenberg, Krumholz & Mentlik has scattered a bunch of paraphernalia around his office, ranging from an inflatable snowman to a knife block, a roulette table, and a cell phone holder.”I want them to see right away that what I do is very tangible and real,” Sales explains. “They know immediately that I understand trade dress, packaging, and the other specific matters that they’re concerned about.”
This show-and-tell at the 22-partner firm is just one manifestation of a trend toward niche marketing in IP practice. With IP increasingly viewed as a key asset by corporations, some law firms are focusing on thinner slices of industries and creating highly focused platforms to serve and attract coveted clients in specialties ranging from fashion apparel to export control.
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