The conference will be co-chaired by INTA Past Presidents Toe Su Aung and Mei-lan Stark, who says it will cover “the changing landscape of business” and take “a holistic approach.” She adds: “These issues will impact your business and are already doing so. While people in the trademark field get exposed to issues such as domain names and Whois, they don’t often get the opportunity to explore other facets.”
“There are many challenges, but all challenges present opportunities,” says Aung. “And unless you have a specific e-commerce counsel, it’s often the IP counsel who has to deal with these issues.” She adds that the two-day program, which is now being put together, will feature panels, discussions and keynotes from experts in their fields, including some from outside the familiar IP world. As the conference is being held in Brussels, senior Commission officials and MEPs are also expected to attend.
The conference comes as European member states are discussing issues such as territoriality in the context of the Digital Single Market. Aung says that topic will be addressed, but the conference will range much more widely, looking at the role of brands in the digital economy in many different respects: “In many ways, the Internet is really a global single market.”
That means brands will become more important, rather than less so, says Stark: “The brand is how you navigate content, and you will be relying on it more than ever before. So I believe people will be more cognizant of the power and efficacy of brands.”
Registration for the Digital World Conference opens on September 14.
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