1-How can Intellectual Property Strategies help brand in terms of creating a differentiated brand identity?
IP strategies help to create a unique and different brand identity by allowing for consumers to consistently enjoy a reputable set of products and/or services. Protection of your design, utility, and trademark rights in particular ensure that a consumer knows a brand’s products and services are of a particular quality.
2-What are your biggest challenges in managing IP of your company?
1. Counterfeit products; 2. Products designed to work-around utility patents; 3. Fake social media pages that act as though they are authorized by the brand.
3- What intellectual property resources or activities have you used in this Pandemic for your company?
1. Amazon Utility Infringement Program; 2. Redpoints takedown service; 3. Federal Courts; 4. Relationships with retailers.
4-What in your view is more important; IP Awareness or IP Protection?
IP Protection. A significant portion of the public is aware IP rights generally (even if not a particular right’s specific name), but voluntarily decides to infringe the rights regardless. This applies double to manufacturers, especially from China. Awareness is helpful to the general public, but to bad actors, protection is necessary.
5- What factors do you believe will shape the future of Intellectual Property
Across the Globe?
1. New methods of communication (Tik Tok, new SM channels etc.); 2. International governmental oversight and cooperation; 3. Respect of IP rights by giant corporations.
6- What is your company’s vision for 2020 and beyond in this COVID19 situation?
Our vision is to continue to grow and, importantly, continue to transition to more ecommerce and digital sales. This would have occurred whether or not COVID-19 occurred, but was certainly expedited by the same.
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