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While the uncertainty surrounding the covid-19 crisis dominated the conversation in 2020 and continued into 2021, landmark cases such as *Scentwish v Chanel* still made headlines in the Israeli trademark community. Despite the challenging economic conditions, IP awareness among domestic companies remains high and international brand owners have kept their sights trained on Israel as a preferred destination for protection. In addition, some sources report an increase in the number of Israeli companies using the Madrid Protocol and wonder whether the country can position itself as ‘the Brand Nation’ as well as ‘the Start-up Nation’. Meanwhile, non-conventional trademarks such as 3D and shape marks continue to gain in prominence and practitioners with specialisms in this niche area are in hot demand.
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