05/26/2026
One of the great aspects of being a trademark lawyer is attending INTA. For those not in the know, INTA is a global trademarks lawyer conference where 10,000 trademark lawyers converge to meet, share ideas and strengthen relationships between international law firms. It is a key aspect of how I am able to help manage domestic clients as they expand their business internationally. Conversely, many of the law firms at INTA are also key clients of the firm, through which I help international clients enter into the Canadian market.
I’ve been attending INTA for the majority of my career. It is hectic: five days of pure business development activities. Meetings upon meetings. Receptions following receptions. This year, my strategy was different. I slowed down and took time to really connect with my clients at INTA. Because in the end, business relationships are not about 10 minute conversations and exchanging business cards. Business relationships, to me, are about longevity, connection and expertise. Yes, of course, I met new people at INTA. But we spent time together, shared stories about our personal life and actually connected on a human level, as well as professional level.
For the past few years, Froese Law has hosted an event at INTA. And to some extent it’s the opposite of what INTA is about: smaller, intimate and generates more genuine connection between the attendees. At this event, the attendees slowed down. No one scurried off for the next meeting. Conversation was organic and diverse and everyone left asking to be sure that we hosted a similar event at the next global conference.
Thank you to the hardworking team at INTA for hosting this key event. As lawyers, we are so fortunate that our career takes us around the world forging strong business and personal relationship across the globe.
