is principal of Northbrook (IL)-based James T. Berger/Market Strategies, LLC. A marketing consultant with broad experience in corporate and agency marketing services, he also performs expert witness work and consulting for intellectual property attorneys throughout the U.S. He focuses on likelihood of confusion, trade dress, secondary meaning, genericness, distinctiveness and dilution issues. In addition to developing surveys, he also critiques adversarial surveys. He co-authored Trademark Surveys—A Litigator’s Guide (Oxford University Press) with Mark Halligan of FisherBroyles. The Third Edition of this book will soon by published. He has also given continuing legal education seminars before bar associations in the Midwest and Texas. He is a faculty member at Roosevelt University and an often-published freelance writer.