Starting in August 2018, the McCarthy Institute, the world's preeminent trademark, consumer behavior, and branding institute, will be located jointly in the law and business schools at Golden Gate University in downtown San Francisco. The McCarthy Institute -- named after the world-renowned J. Thomas McCarthy, author of McCarthy on Trademarks -- sits at the nexus of Intellectual Property law, technology, and business innovation. Over the past decade, it has strived to develop a better understanding of the way that culturally transformative business trends shape law and vice-versa. This unique work aligns perfectly with Golden Gate University's mission of preparing students for today's merging worlds of business, technology, and law with both innovative education and practical training. The McCarthy Institute publishes scholarship, coordinates workshops, introduces law students with IP leaders, and hosts conferences that focus on the unique legal issues endemic in modern digital marketing and brand protection.