Interview

Chevron licensing strategy rethink: how brand valuation is driving expansion

Growing awareness of the power of Chevron’s biggest brands has led to a rethink in the oil company’s licensing strategy.

Chevron licensing strategy rethink: how brand valuation is driving expansion
“Only those who adapt will survive” – JT International trademark director on evolution of industry
18 Oct 2021

“Only those who adapt will survive” – JT International trademark director on evolution of industry

We sit down with former INTA president and JT International IP, trademark and design director Ronald van Tuijl to learn how tobacco brands are evolving in the face of consumer health concerns and new regulations.

Xerox: the company you thought you knew
11 Oct 2021

Xerox: the company you thought you knew

We go behind the scenes at a transformed Xerox to learn how the company’s trademark strategy is helping it to branch into new markets.

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5 Oct 2021

Brand valuation: the how, what, when and why

More and more companies are waking up to the fact that success relies on proprietary assets. But how do you know when the time is right to conduct a brand valuation? And what do you do with the final results? Read more

14 Sep 2021

Dettol owner revamp helps brand protection shine

How the team responsible for protecting the likes of Dettol and Lysol juggles broader corporate identity questions with a growing portfolio under constant threat of infringement. Read more

8 Sep 2021

How Ford is redefining itself – starting with legacy trademarks

Evolving industries and a renewed brand focus require a new way of navigating trademark issues, reveals Ford chief trademark counsel Sharon Sorkin. Read more

7 Sep 2021

Starting afresh: the new face of Ford trademarks

Chief trademark counsel Sharon Sorkin reveals how she has been realigning legal with Ford’s renewed brand priorities in her first two years on the job. Read more

1 Sep 2021

Trussardi’s optimistic approach to tightening budgets and “the counterfeiting paradox”

Trussardi general counsel Sara Citterio takes a refreshingly optimistic view of the challenges that her small department faces in the evolving fashion industry. Read more

25 Aug 2021

How Starbucks protects its most valuable assets: interview exclusive

Starbucks managing director, corporate counsel for global brand protection and intellectual property Batur Oktay reveals how the US coffee chain giant handles a portfolio of more than 18,000 trademarks spanning over 80 countries. Read more

19 Aug 2021

How the Gazprom Neft in-house team is breaking new ground in the Russian IP space

Gazprom Neft head of trademarks Vadim Nyunyaev reveals how his team is optimising in-house operations and raising the bar for other Russian companies, in an exclusive WTR interview. Read more

3 Aug 2021

“It’s ok to change your mind”: five features of an authentic brand

Eric Yaverbaum, CEO of Ericho Communications, explains how brands can stay true to themselves, even when their core values change. Read more

28 Jul 2021

From Tokyo to Brisbane: inside the ever-evolving Olympic brand protection strategy

Jayne Durden, vice president, law firm strategy at Anaqua, reveals how the International Olympic Committee enforces the Olympic brand and what actions sponsors and advertisers should take through every stage of the Olympic cycle. Read more

22 Jul 2021

Why paralegals could be doing so much more for your in-house team: CSL Behring reveals all

WTR sits down with lead counsel trademarks Frank Schöne-de la Nuez and paralegal Anabela Mendes de Oliveira to hear how global biotech leader CSL Behring nurtures a paralegal team that goes above and beyond its traditional remit. Read more

18 Jun 2021

"There's so much more that we can do to help brands": Corsearch and Incopro CEOs on what acquisition means for future offerings

Online brand protection provider Incopro has become the latest in a series of acquisitions by Corsearch. We sat down with CEOs Tobi Hartmann and Simon Baggs to learn more about the deal, including what it means for customers, future tech offerings and brand advocacy work. Read more

14 Jun 2021

How a hands-on approach helps FSC IP counsel push sustainable brand message

In an exclusive interview, Ugreson Maistry, trademark and IP counsel at the Forest Stewardship Council, reveals why teaming up with industry players not only benefits the environment, but also helps raise the profile of sustainability groups. Read more

1 Jun 2021

“It is a balancing act – cost versus risk”: exclusive insight on managing the H&M portfolio

Legal counsel and H&M veteran Björn Norberg reveals how IP protection has changed at the Swedish high-street giant over the past 20 years. Read more

26 May 2021

How Christian Louboutin is breaking IP boundaries: exclusive interview with group general counsel

Christian Louboutin group general counsel Xavier Ragot reveals how the legal department at one of the world’s most famous luxury brands has spent the past decade improving education and awareness in the IP space to fight counterfeiting and protect its iconic red sole mark. Read more

29 Apr 2021

“We see it; we learn of it; we pursue it” – brand enforcement and licensing tips from Nestlé USA

WTR sits down with Christa Cole, head of legal brand development, enforcement and licensing at Nestlé USA Inc, to hear how a three-person team handles the company’s highest-grossing portfolio. Read more

10 Mar 2021

Brand enforcement is “an art, not a science” – exclusive interview with Marriott’s Elisabeth Escobar

In a candid conversation with Elisabeth Escobar, WTR hears how the hotel company has weathered the storm faced by the hotel sector in the pandemic. Read more

29 Jan 2021

Diversifying your attack strategy: Daniel McKinnon on New Balance’s brand protection approach

Daniel McKinnon, global head of brand protection at New Balance, tells WTR how he has created a resilient and effective enforcement approach. Read more

8 Jan 2021

How the French IP office educates the public on IP systems

Pascal Faure, CEO of INPI, explains how the office engaged the public in IP matters in 2020 through online courses and annual awards. Read more

6 Jan 2021

“I used to call myself Cinderella”: INTA’s first African-American officer reflects on her personal journey and diversity in the trademark profession

In November last year, Deborah Hampton made history when she was elected to be the first African-American officer at INTA. She sits down with WTR to discuss her journey and the state of diversity in the industry. Read more

26 Nov 2020

“China depth, global width is the key”: inside ABB’s anti-counterfeiting efforts

Michael Ding, head of IP operations, Asia, Middle East and Africa, at the ABB Group, tells WTR  how the company approaches brand protection and anti-counterfeiting. Read more

25 Nov 2020

Offering fans a stake: inside Fnatic’s new crowdfunding campaign

Fnatic is giving fans the opportunity to have a stake in the team, driving online consumer engagement past more than just ephemeral online views. Read more

10 Nov 2020

The one-woman legal team behind the greenest racers on the grid: interview with Envision Virgin Racing’s general counsel

Jennifer Babington sat down with WTR to describe how her team manages to punch along with the big guns in motorsport’s greenest challenge. Read more

6 Nov 2020

“I’ll be known as the covid president”: interview with new AIPLA president Joseph Re

WTR spoke to Re about AIPLA’s priorities for the next year, how it has weathered tough financial conditions and how it continues to support its membership. Read more

27 Oct 2020

“The myths can make companies disengage” – exclusive interview with IP Australia’s China representative

Charlotte Trinh has big ambitions to grow the role and push for more engagement between Australian brand owners and the Chinese IP system. Read more

14 Oct 2020

“The secret sauce is communication” – exclusive interview with Oracle’s Tiki Dare

Also the 2021 INTA president, Dare sat down with WTR to explain how she has approached the management of both Oracle’s portfolio and the role that the INTA community has played in it. Read more

10 Oct 2020

From the WTR archive: association insights

For our latest delve into WTR’s unrivalled archive of trademark content, we present a selection of interviews with association and industry leaders. Read more

24 Sep 2020

More than just the video: how Velcro’s trademark team is educating the world about genericism

More than many, Velcro has to fight to defend its brand name from the threat of genericism. Tish Berard discusses what she does to educate the public on the importance of brands. Read more

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