Trademark News & Screw-ups Expensify names AI "Concierge" and Gleissner firm is battling it over the trademark

That's the danger on sitting too long on your brand and waiting for the market to validate that you have something valuable. None of this would have happened if Expensify filed their trademark application before launch (as Uber, Stripe, and Firefox did) or even just after launch (as Google, Facebook, Periscope, and AirBnB did). I mean, it's a sad story, but it's the story we hear over and over and over again. You wait too long, someone steals your brand. Even if you end up winning, the war will have cost you a ton of time, energy, money, and focus. If you are starting a brand, you have the responsibility to protect it early on!

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