InternationalUSRemember you can easily switch between MIP US and MIP International at any time

Become a brand steward



Kingsley Egbuonu, London


Trademark practitioners should take bold steps to become stewards of the brands they advise because consumers, brands and communication channels have evolved, INTA President Joseph Ferretti said at the opening ceremony of the 139th INTA Annual Meeting

This article is brought to you by our Trademark Times 2017 sponsors:

Trademark Times Sponsor Logo

"Consumers are evolving, brands are evolving, communication between the two is evolving," Ferretti (‎VP and Chief Counsel, Global Trademarks at PepsiCo) said, before playing a Doritos advertisement, which was created by consumers. "As trademark professionals, we too must evolve," he said, urging everyone to move from being a technical trademark practitioner to becoming a steward of the brand.

Joseph FerrettiTo illustrate this, Ferretti described the history of branding from the 19th century (when the focus of differentiation was functional) through the 20th century, when companies such as Procter & Gamble communicated their brand message to consumers through television content and into in the late 1980s when social issues made brand owners become conscious of their corporate social responsibility. Today, social media has changed branding again.

But brand owners and their managers are still learning how to navigate this change and must "actively listen to consumers" and allow them to lead the conversation. He urged brand owners to take bold steps to give consumers control. "Put them in the driver’s seat," Ferretti said, reassuring the audience that many brands have succeeded by taking this approach. Doing so, you will end up having consumers as your brand ambassadors who will help communicate the positive authentic brand message you want to deliver. Ferretti concluded by advising trademark practitioners to understand the DNA of the brand and make sure promises made to consumers are delivered. Do so and you can navigate your brands to a successful future.

Earlier at the ceremony INTA Chief Executive Etienne Sanz de Acedo said there are 10,600 attendees this year, with 2,400 newcomers and more than 8,000 repeat attendees. Spain’s education and culture minister Íñigo Méndez de Vigo gave the keynote speech.


Comments






profile

Managing IP

ManagingIP

ManagingIP profile

Federal Circuit’s Brunetti ruling: barring immoral or scandalous marks is unconstitutional restriction of free spee… https://t.co/MivCKFINHg

Dec 15 2017 10:12 ·  reply ·  retweet ·  favourite
ManagingIP profile

Federal Circuit rules in Amgen v Sandoz on remand from SCOTUS https://t.co/uYIkfVhCHG https://t.co/2OZAscsz32

Dec 14 2017 09:58 ·  reply ·  retweet ·  favourite
ManagingIP profile

RT @mdloney: Canada moves closer to joining the Hague Agreement with the release of proposed new Industrial Design Regulations https://t.co

Dec 12 2017 10:22 ·  reply ·  retweet ·  favourite
More from the Managing IP blog


null null null

null null null

End of Year 2017

Tribal sovereign immunity: Taking a wrecking ball to the IPR system

The lawyer behind Allergan’s controversial transfer of patents to a Native American tribe says others are “lining up to do deals”. But, Michael Loney asks, will the PTAB rule that sovereign immunity applies in these types of deals?



Most read articles

Supplements