A new direction for the trademark community

For those of us who work in intellectualproperty, it can be easy to forget thattrademarks serve not only as the legal meansto protect our brands, but also as the mostimportant signifier in the shopping aisles.Trademarks allow consumers to shop withconfidence and also to make quick repeatpurchases time and time again. Guided by itsnew Strategic Plan, the International TrademarkAssociation (INTA) plans to recapture thepublic’s imagination about the role thattrademarks play in their daily lives. We wantto bring more people into the conversation,reiterate that they are perhaps the mostimportant stakeholders in intellectual propertyand urge them to be active participants inadvancing intellectual property.