Marketing teams and trademark professionals are key stakeholders in building a business’ brands. To achieve the best marketing, business, and legal outcomes, these stakeholders must effectively collaborate throughout the life cycles of the brands as partners. Early, open communication, and alignment on the business goals for a brand, are essential to such effective collaboration. Standardized processes and tools, and a risk-based legal framework, however, can further support such collaboration by streamlining communications between the stakeholders, systematically identifying the business goals, legal challenges/risks, and options for a brand protection strategy, and clearly communicating those challenges/risks and options so informed business decisions can be made. The presenters will provide insight on how trademark professionals and marketing teams can improve their collaboration, with an emphasis on the steps of trademark selection and use. The presenters will cover examples of approaches (including tools, processes, and a risk-based legal framework) that have helped achieve better and more consistent outcomes for a business’ brands.