Cognate's Trademark Blog

Press Release: Cognate Launches Product Name Listing Platform

(March 29, 2015)- Boston-based startup Cognate has launched a first-of-its kind platform that enables companies to record a claim to each of their product or service names. The launch of this service comes just six months after Cognate introduced their Business Name trademark-listing platform, creating a more complete trademark documentation system.

Well over 95% of all business, product, and service names are never registered with the U.S. Patent and Trademark Office (USPTO). Product and style names in particular are often neglected due to short product cycles and the sheer volume of those names that are generated. Under these circumstances, registration of each name with the USPTO can become prohibitively expensive for even the largest companies, and has little relative payoff.

Companies now have a viable alternative to federal registration for making an explicit public claim to any name they use in doing business, no matter how many names they generate, or for how long they are used. Says co-founder Jess Collen, “Businesses create a world of names and marks every year – including style names within a product line, like model names for skis, or a new season’s line of lip color. Most of them are never put through the trademark registration process. But technology now allows a better way for rights to get noticed, and Cognate is the first place to make this available to everyone who creates a new name for a product or business.”

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About Cognate

Cognate was created so that companies – specifically startups and small businesses – do not have to balance claiming their trademark rights with the cost and time associated with filing a government registration.

Cognate was co-founded by the father-son team of Jess and Bennett Collen, both Boston College graduates. Jess is an intellectual property lawyer with over 28 years of experience, while Bennett is the CEO and took the company from concept to the product that exists today.

For more about Cognate, visit


To learn more about Cognate, please contact

Bennett Collen

41 Winter Street, 4th Floor

Boston, MA 02108

Tel: (914) 944-4631



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