Brands As Drivers of Change
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Protecting a Improving the Keeping an ‘Grande’ Brand IP Ecosystem Eye on India Batur Oktay talks brands Gauri Kumar on Hemant Singh talks and brewing INTA’s work in India trademark reform 16 17 20 140th Annual Meeting, Seattle daily news Monday May 21, 2018 Opening Ceremony: Brands as Drivers of Change INTA’s Opening Ceremony was full of surprises, including fish throwing, origami, and INTA’s 2018 President Tish Berard rocking out on guitar to Nirvana. Tish Berard e operate in an increasingly differently.” She also used a butterfly large misunderstood. This is negatively major changes to our industry, our “W connected, increasingly analogy throughout to emphasise this. impacting brand reputation and is brands, to the global economy, and to complex, and indeed, increasingly “Just as traffic lights bring order to fueling anti-IP sentiment,” added Ms. consumers everywhere, if we all choose chaotic and disruptive, global roads, trademarks and brands bring Berard. to take action to make small changes,” economy,” said Tish Berard, INTA’s order to the marketplace,” she added. To combat this, INTA is taking she said. 2018 President, who made her entrance However, while brand value a fresh perspective and looking at Ms. Berard added that the potential as the bass guitarist in a grunge rock is increasing, brand equity (how innovative ways that the Association, to effect the changes that we would band, Jar Of Flies, and playing “Smells consumers value brands) is threatened as a community, can address these like to see in our industry is within our Like Teen Spirit” in a tribute to Seattle because the critical roles of trademarks challenges. hands. legends Nirvana. and brands are being diminished in the INTA membership comprises “However, I also believe that we She later explained that her unique marketplace. around 31,000 brand professionals will be far more effective in bringing entrance was intended to illustrate “This is happening because the across 191 countries. about these changes if we choose to see how “we—as brand professionals—can role of trademarks, [other forms of] “Think about what we can things differently. This is 2 benefit from choosing to see things IP, and brands in society is by-and- accomplish, how we can bring about how we can have a positive INTA’s 2018 Annual Singapore to host INTA’s 142nd Annual Meeting Meeting in Numbers INTA CEO Etienne Sanz de Acedo has announced that the 2020 Registrants 10,964 (A Record) Annual Meeting will take place in Southeast Asia for the first time. From Countries peaking during last night’s INTA’s impact study entitled The “Singapore is a seminal location 150 S Opening Ceremonies, Mr. Sanz Economic Contribution of Trademark- for the global trademark dialogue Corporate de Acedo revealed that the event will Intensive Industries in Indonesia, Malaysia, that will take place at INTA’s Annual Members take place at the Marina Bay Sands the Philippines, Singapore, and Thailand Meeting in 2020. We are extremely 1,250 from April 25 to 29, 2020. indicates that trademark-intensive pleased to go there and view this as an It will be the second Annual Meeting activities in Singapore generate opportunity to further interact with first-timers to take place in Asia, following 2014’s increased employment across sectors and serve members globally,” said Mr. 2,674 As of May 20 event in Hong Kong SAR, China. and contribute to international trade. Sanz de Acedo. l Published by: www.facebook.com/gointa #INTA2018 @intaglobalweb www.inta.org 1 OPENING CEREMONIES Monday May 21, 2018 Opening Ceremony: Brands as Drivers of Change (continued) 1 ‘butterfly effect,’” she stated, the big brand is a “customer-obsessed” after fashioning an origami company. butterfly in record time. And being customer-obsessed First, and perhaps most means caring about every single fundamentally, the IP community customer experience, which involves a must view the profession differently. “lot of hard work, every day.” “The world around us is evolving. Trust and transformation are the Brands are evolving. How consumers company’s watchwords, and while are interacting with our brands has Mr. Lindsay admitted that trust certainly evolved, and the role of and transformation don’t always go the trademark practitioner has also together easily, Amazon.com, Inc. is evolved,” she explained. trying to take its customers on an Ms. Berard’s second call to action “adventure.” Fish throwing was to demystify IP and help consumers “When we first started out, we were to see that they can rely on and place asking people to put their credit card trust in brands and that trademarks on the Internet. That’s a pretty scary “provide the foundation upon which thing,” he said. this trust is placed.” At the core of the brand is an Thirdly, she concluded that you can optimism about the future. either see innovation and change as a “What gets us up in the morning is glass half full or a glass half empty. this idea that we are really trying to find “Yes, there is a disruptive effect. the best future, together with brands, But there’s also an opportunity. Let’s sellers, authors, employees and, most choose to see the glass as half full,” said importantly, our customers.” Ms. Berard, adding that by choosing to This year’s Annual Meeting Co-Chairs, embrace innovation, IP professionals Ms. Northcott and Axel Nordemann, can “become drivers of change rather a Partner at Boehmert & Boehmert than products of it.” (Germany), along with Seattle’s famous Dana Brown Northcott Axel Nordemann Pike Place Market resident fish throwers Obsession, Trust, and Transformation (yes, you read that correctly), welcomed Ms. Berard’s exceptional entrance registrants to Seattle. was followed by the introduction “We have a busy week ahead. The of Keynote Speaker Neil Lindsay, agenda is designed to get you up to Vice President of Global Marketing, speed on emerging issues, trends, and Prime & Engagement at Amazon. legislation. We hope you’ll have a great com, Inc. (USA), who was interviewed Annual Meeting, full of opportunities by his colleague and Annual Meeting and new ideas,” said Ms. Northcott. Co-Chair, Dana Brown Northcott, Thanking INTA’s Project Team, Associate General Counsel at Amazon. Mr. Nordemann noted that two years com, Inc. of planning had gone into the 300 Brands are like storybook characters, educational sessions with more than he said, adding that bringing the 100 industry speakers, receptions, brand story to life is all about “finding panels and networking events. Tish Berard (R.) and Jar Of Flies those moments where your effort is Back in 2009, the last time the somewhat magical.” Annual Meeting was held in Seattle, Mr. Lindsay added: “It can be a little, there were 7,590 registrants. As of enabling moment of triumph. Amazon today, there are more than 10,900 isn’t the hero, it’s the customers who registrants, announced INTA CEO are the everyday heroes.” Etienne Sanz de Acedo. For a brand to be sustainable, For three consecutive years there has its principles and values need to be been record attendance, meaning that consistent and long-lasting, he explained. IP and the Association are in “great “But characters in a story need to shape,” he said. be more interesting than just that,” This year, the Annual Meeting has he continued, adding that at its heart, 2,674 first-timers, 1,250 corporate members, 175 officials, and almost 150 countries represented. Neil Lindsay Published by: World IP Review (Newton Media Limited) “On top of that, we’ll make a ©Newton Media Limited 2018 US $20 million contribution to the front of us,” he stated, noting some of Seattle area over the next five days. the main challenges as being further DISCLAIMER Although every effort has been made to We’re currently supporting more than harmonization, stronger enforcement, verify the accuracy of items in the 4,763 jobs in the area,” added Mr. Sanz and brand restrictions. INTA Daily News, readers are urged to de Acedo. Mr. Sanz de Acedo continued: “In check independently on matters of specific Mr Sanz de Acedo took audience addition, we should never forget that concern or interest. The views and opinions expressed in articles are those of the bylined members on a trip around the globe this is not just about brand owners, it’s author and/or interviewee and do not highlighting INTA’s major policy also about consumers.” necessarily represent those of INTA or its activities in Asia Pacific, China, India, This means that consumer membership. Non-INTA advertisements in Africa and the Middle East, Europe, protection, innovation and change, the the INTA Daily News in no way connote INTA’s endorsement of the products, services, and North America. value of brands, and small and medium- or messages depicted therein. “We’ve done a lot of things, but sized enterprises and entrepreneurs are there are still a lot of challenges in firmly on the Association’s agenda. l 2 www.facebook.com/gointa #INTA2018 @intaglobalweb www.inta.org Published by: Monday May 21, 2018 ETIENNE SANZ DE ACEDO Seeing the Bigger Picture INTA must continue to embrace issues both inside and outside the traditional trademark realm while interacting with as many different stakeholder groups as possible, says INTA CEO Etienne Sanz de Acedo in an interview with Sarah Morgan. tienne Sanz de Acedo, INTA’s E Chief Executive Officer (CEO), looks at the IP landscape with an expansive view—one that is intensely global and spreads beyond trademark professionals to incorporate multiple audiences. “In strengthening intellectual property rights, we should be not only targeting our own members, but looking to other stakeholders who are concerned about the policies we advocate, such as policymakers, enforcement officials, and consumers,” he says.