IP and the Changing Media Landscape

10/23/24 • 30 min

We're diving into a challenge that's been brewing in the world of intellectual property (IP) for quite some time: The public's misunderstanding of IP, particularly trademarks.

Earlier this year, an INTA Presidential Task Force published a report titled Unlocking IP. The report shed light on a critical issue: the consequences of inaccurate or incomplete IP reporting in mainstream media. The message was clear—the media bears a responsibility to educate the public accurately on IP matters.

In this episode of Brand and New, we're turning the tables.

We're exploring the perspective of a visionary media CEO and a seasoned IP journalist, both experts at navigating and communicating intricate subjects in our rapidly evolving media landscape. Nicholas Thompson is the CEO of The Atlantic and Trevor Little is Managing Editor of IAM and World Trademark Review. Mr. Little is also a long-time INTA member and one of two INTA members who led the Unlocking IP Presidential Task Force.
Related Resources

About Nicholas Thompson
About Trevor Little
Unlocking IP Presidential Task Force Report
Unlocking IP Press Release
Unlocking IP: INTA’s Media Mission (INTA Bulletin, July 2024)

We're diving into a challenge that's been brewing in the world of intellectual property (IP) for quite some time: The public's misunderstanding of IP, particularly trademarks.

In this episode of Brand and New, we're turning the tables.

About Nicholas Thompson
About Trevor Little
Unlocking IP Presidential Task Force Report
Unlocking IP Press Release
Unlocking IP: INTA’s Media Mission (INTA Bulletin, July 2024)

Previous Episode

Pulling Back the Curtain on Brand Valuation

Whether they discover new brands on social media or loyally purchase the same brands as their grandparents, consumers today encounter a variety of products and services designed to satisfy their diverse needs and preferences. The sum of these purchases is a core driver of economic growth.

In today’s economy, intangible assets play a large role in shaping customer behavior and purchasing habits. Consumers are anticipating a logo, recalling a jingle, or associating a product with an influencer. How does a company determine which of these marketing assets to invest in? How do investors assess the company’s intellectual property (IP) to calculate future returns? And how can governments understand whether the businesses in their jurisdiction are creating IP that is likely to fuel economic growth?

Brand valuation provides a way to standardize questions such as these. Instead of having to subjectively describe why a brand is valuable, an organization can now quantify, assess, and benchmark intangible assets, and strategize accordingly, through brand valuation exercises.

INTA is approaching the valuation and commercialization of brands as a strategic priority within in 2022–2025 Strategic Plan. The Association is committed to provide brand professionals with a solid understanding of brand valuation and evaluation, to help them become key partners to their finance teams and effectively communicate the value of trademarks to both members of the C-suite and externally. Earlier this year, INTA recently published the Presidential Task Force Report on IP Reporting for Brands. Valuation methodologies are also covered in its Finance for Non-Finance Legal Professionals Certificate Program.

Today’s guest is David Haigh, the founder and CEO of Brand Finance Plc. He is a pioneer and foremost expert in brand valuation. He has worked in the field of branded business, and brand and intangible asset valuation since 1991 and, since 1995, has specialized entirely in this area.

Mr. Haigh has represented the British Standards Institution in the working parties responsible for crafting international industry standards and has authored many articles on brand valuation, having been published in numerous marketing and finance newspapers and magazines, including Accountancy Age, the Financial Times, and Marketing Week. He has also lectured on the topic of brand valuation at business schools around the world.

Mr. Haigh graduated from Bristol University with an English degree, qualified as a Chartered Accountant with Price Waterhouse in London, and obtained a postgraduate diploma in Marketing from the Chartered Institute of Marketing (CIM). He is a Fellow of The Royal Institution of Chartered Surveyors (RICS) and has a practicing certificate with the Institute of Chartered Accountants in England and Wales (ICAEW).

Related Resources

About David Haigh
About the Brand Finance Institute
Brands: Past, Present, and Future (Brand & New, July 2024)
IP Reporting for Brands Presidential Taskforce Report (INTA, 2024)
Finance for Non-Finance Legal Professionals Certificate Program (INTA)

Next Episode

Breaking Barriers Boldy | A Conversation with Daniela Pierre-Bravo

In this fourth and final episode in the “Women Leaders Series,” Ayala Deutsch, host of Brand & New and Executive Vice President & Deputy General Counsel at NBA Properties, speaks with Daniela Pierre-Bravo.

Ms. Pierre-Bravo is a force to be reckoned with in the media world and beyond. As a journalist, bestselling author, and fierce advocate for young professionals and women of color, she brings a fresh perspective that's both inspiring and actionable. From her journey as a former DACA recipient to becoming a prominent voice in career development, her story is one of resilience, determination, and breaking barriers. Ms. Pierre-Bravo shares how she's redefining success on her own terms.

The Women Leaders Series is a collaboration between Brand & New and The Women’s LeadershIP Initiative. The series brings together women leaders in diverse roles, not just in the IP space, but within brands, small businesses, and beyond.

This episode is sponsored by Sideman & Bancroft LLP and includes an interview with partner Kelly P. McCarthy. Based in San Francisco, California, Sideman & Bancroft LLP is proud to be a women-owned business and leader within the IP community in terms of its commitment to diversity and how it promotes equal opportunity. It is also the sponsor of INTA’s recently published gender indicator study, Shattering Systemic Barriers: How to Advance Gender Diversity in the Intellectual Property Profession.
Thank you to Sideman & Bancroft LLP for sponsoring this episode of Brand & New.
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