For Joe, it is a privilege and honor to represent his client’s interests. He has spent the last several decades assisting clients with patent, trademark, copyright and trade secret law, as well as licensing and franchising.
Joe represents a wide range of clients in the local, regional and national manufacturing and service sectors. Many of his clients include inventors, innovators, entrepreneurs, health care providers, business owners, software developers and manufacturers. He helps those clients build fences around their intellectual property, allowing them to maintain technological and market advantages over their competitors. Joe assists clients with conducting on-site intellectual property audits and training seminars to raise client awareness as to the existence of intellectual property assets and to develop intellectual property strategies to protect those assets.
Joe helps clients prevent IP infringement claims by providing analysis and written opinion of counsel to minimize exposure against potentially adverse intellectual property infringement claims. He also has experience assisting clients in preparing non-infringement analyses and written opinions where the clients have been accused of intellectual property infringement. He advises on strategies to assert and/or defend intellectual property infringement claims.
His background and experience involves assisting clients with intellectual property matters relating to electrical, mechanical and electromechanical technologies. He specifically assists clients with matters relating to scientific and medical devices, electrical and electronic devices, metal ionization methods and devices, energy conservation techniques, automated machining, computer software and computer peripherals, as well as innovative business methods, trademarks and service marks.
Prior to law school, he studied electrical engineering. He is familiar with the black and white concepts that often dominate his clients’ fields, and he has decades of experience helping his clients navigate strategies that involve many shades of gray.
Beyond practice law, Joe is also the author of a fiction novel “Seamless”, a Midwestern ghost story that explores the unsettling possibility of interdimensional contact.
Membership & Involvement
Member: American Bar Association (ABA), Forum on Franchising; American Intellectual Property Lawyers Association (AIPLA); Wisconsin Intellectual Property Lawyers Association (WIPLA); Institute of Electrical and Electronics Engineers (IEEE); IEEE Engineering in Medicine and Biology Society; IEEE Magnetics Society
- Selected to Best Lawyers® in America - Trademark Law: 2015, 2016, 2017, 2018, 2019, 2020, 2021, 2022
- SBA Award Recipient - Legal Assistance: 2012
- Listed in Chambers USA as a leader in Intellectual Property Law: 2013, 2014, 2015, 2016, 2017, 2018, 2019, 2020, 2021
Resources & Insights
- Event, Webcast,
- Speaking Engagement, Milwaukee Business Journal’s Family-Owned Business Virtual Event, Webcast,
- Speaking Engagement, Association of Corporate Counsel Wisconsin Chapter 2020 Annual Virtual Conference, Webcast,
- Speaking Engagement, Wisconsin Exposition Center; West Allis, WI,
- Event, The Marq; De Pere, WI,
- Cybersecurity Issues in International Business: Exporting Pitfalls, Economic Espionage, and Cyber Issues in Intellectual PropertyEvent, Green Bay, WI,
- Event, The Marq; De Pere, WI,
- Event, Radisson Hotel & Conference Center; Green Bay, WI,
- Speaking Engagement, InterContinental Hotel; Milwaukee, WI,
- Speaking Engagement, The Marq; De Pere, WI,
- Publication, Chambers Global Practice Guide ,
- Chambers Global Practice Guide,
- 2021 Chambers Global Practice Guide on Trade Marks USA: Trends and Developments2021 Chambers Global Practice Guide on Trade Marks USA: Trends and Developments
Joe Heino, Erin Kaprelian and Sherry Coley contributed to the 5th edition of Trade Marks USA: Trends and Developments 2021, published by Chambers Global Practice Guide.
- USPTO Moves to Electronic Trademark Registration CertificatesUSPTO Moves to Electronic Trademark Registration Certificates
The United States Patent and Trademark Office (“USPTO”) announced on May 24 that it had accelerated its transition to electronic trademark registration certificates. Going forward, the USPTO joins other countries, including Canada and the EU, in only issuing electronic trademark registration certificates unless otherwise requested.
- Intellectual Property: Understand It to Protect What You Own, Drive Value to Your Business and Positively Impact Your Bottom LineIntellectual Property: Understand It to Protect What You Own, Drive Value to Your Business and Positively Impact Your Bottom Line
Intellectual Property is commonly defined as a group of legal rights that provide protection over things people and businesses create or invent. It might sound straightforward, but there is a lot of confusion over what can actually be protected and what cannot.
- 2022 Chambers Global Practice Guide on Trade Marks USA: Trends and Developments2022 Chambers Global Practice Guide on Trade Marks USA: Trends and Developments
Mike Bendel, Erin Kaprelian, and Alexis Merbach co-authored the chapter, along with Joe Heino, addressing the latest court decisions involving trademark infringement, registration, and licensing.