22 May 2017
Reporter: Barney Dixon

Trademark attorneys must become ‘brand ambassadors’

Trademark attorneys must act as ambassadors for their brands, according to INTA president Joe Ferretti.

Ferretti, vice president and chief counsel for global trademarks at PepsiCo, was speaking at the opening ceremony of the 2017 INTA Annual Meeting. He put great emphasis on the “evolution” of brands.

“Consumers are evolving, brands are evolving, communication between the two is evolving,” he explained.

Ferretti described how “truly authentic brands” are gaining trust from consumers through social media and therefore a competitive advantage. “Today’s most successful brands empower consumer engagement.”

As part of this change, Ferretti said, “as trademark attorneys, we need to evolve”.

“The time has come to embrace our role, not only as practitioners, but as ambassadors of our brands.”

He added: “I challenge all of you to embrace your role as a brand steward. In doing this, we can all ensure our brands have a successful future.”

In a separate speech, Ferretti and INTA CEO Etienne Sanz de Acedo underlined the importance of ensuring that trademarks act as an information resource, and encouraged practitioners to look at economic and societal changes and how these are affecting the relationships between trademarks and brands, and trademarks and consumers.

Sanz de Acedo added: “Nowadays, trademark practitioners are not just dedicated to trademarks, they’re dedicated to brands. While consumers have always relied on brands they trust, the relationship has evolved.”

More trademarks news
The latest news from IPPro The Internet
Join Our Newsletter

Sign up today and never
miss the latest news or an issue again

Subscribe now
Alibaba updates IP protection platform
10 August 2017 | Beijing | Reporter: Barney Dixon
The upgrades have led to the majority of rights holder-initiated actions being handled within 24 hours, according to Alibaba, with more than 80 percent of challenged listings being taken down.
iShow wins trademark battle
07 August 2017 | Bellevue | Reporter: Barney Dixon
iShow has been awarded $5.5 million in its trademark infringement lawsuit against Lennar Corporation
eBay should be held as the ‘gold standard’ for ecommerce platforms
03 August 2017 | New York | Reporter: Barney Dixon
eBay is the example that websites in China should follow, says INTA’s anti-counterfeiting committee chair, Heather McDonald
Alibaba joins forces with Kering, ending all litigation
03 August 2017 | Hangzhou | Reporter: Barney Dixon
The ecommerce platform has entered into a strategic partnership with Kering, bringing an end to the ongoing litigation between the two companies
BrandSecurity discovers CPA counterfeit network
02 August 2017 | Moscow | Reporter: Barney Dixon
Analysts from Russian brand protection company BrandSecurity have discovered a network of more than a hundred websites selling counterfeit smartphones and watches
Alibaba adds regional governments to Cloud Sword Alliance
02 August 2017 | Hangzhou | Reporter: Barney Dixon
The Cloud Sword Alliance, as it will now be named, is constituted of governments from multiple regions, including Zhejiang, Jiangsu, Anhui and Hunan
Pro Bono Clearinghouse opens for business
01 August 2017 | New York | Reporter: Barney Dixon
The International Trademark Association’s Pro Bono Clearinghouse has officially opened to potential clients facing trademark issues in the US and Germany