INTA CEO Etienne Sanz de Acedo on Transforming IP into a Revenue Center
Explore IP in the digital age, evolving technology, and the role of IP in driving innovation and economic growth with Etienne Sanz de Acedo, CEO of INTA.
In this episode, Branddy speaks with Etienne Sanz de Acedo, the CEO of INTA, for an in-depth discussion on the current state of intellectual property.
During the episode, Etienne shares insights on the evolving landscape of IP, the impact of new technologies and players, and the importance of integrating IP into business strategies. He also explores a story of AI in generating speeches and offers valuable advice for entrepreneurs looking to navigate the world of intellectual property. Tune in for a comprehensive overview of IP in the digital age.
Get in touch with your host, Branddy Spence.
Topics discussed
- The state of intellectual property today and the need for heightened consumer protection in the digital realm.
- Raising awareness about the value and impact of IP on the economy, GDP, and research and development.
- The adaptation of IP protection laws in response to new technologies, including the Internet of Things, AI, blockchain, and the Metaverse, and the challenges of keeping up with rapid technological advancements.
- Changing dynamics in the world of IP, such as entrepreneurs favoring online IP registration and the accelerated pace of product life cycles compared to IP rights.
- The profound influence of evolving consumer behaviors on IP and the need to address these shifts effectively.
- Viewing IP not as a cost center but as a revenue center and a resource, with the significance of integrating IP into daily business operations.
- Valuable advice for entrepreneurs, stressing the early incorporation of IP in business plans, tailored strategies, and leveraging tools for IP portfolio management and revenue generation.
Guest quotes
#1.) We also need to have policy makers that do understand intellectual property. And this is not always the case. Not everybody understands the value of IP and the contribution of IP to the economy, to the GDP, to research and development, to social welfare within the different economies of this world.
04:20
#2.) “We've always registered our rights with IP offices. But, now we see more and more that some undertakings, some entrepreneurs are just registering with online platforms, and are not even registering with an IP office. And that is because the product life cycle is becoming shorter and shorter. So, in fact, the product life cycle is much shorter than the right that is being granted.”
06:17
#3.) “Of course there are challenges. I always like to say that every time there is a challenge there is an equal opportunity. And here, the opportunity with those technologies is that we need to embrace those technologies. We need to embrace the societal changes, and IP will always have its space. It's very clear that IP is contributing to research and development. It's very clear that IP is contributing to the social welfare, to GDP, to employment. We just need to keep playing our role and supporting IP.”
09:30
#4.) “It's extremely important for businesses to understand. IP not as a cost center, but as a revenue usage. And it's really thinking about, what is the potential IP could additionally bring to the company. So really, looking into intellectual property as a resource. The moment you look into intellectual property as a revenue center, as a resource, you're going to keep investing in your intellectual property. And, that's having the right professionals, the right teams, the right resources to be able to do their job.”
10:40
#5.) “IP will always be an enabler of, you know, innovation and creativity, not the other way around. And, of course, if we do not grant rights to the innovators, to the creators, then what is the point of creating and innovating? We need to reward that - whether it's through a patent or through another IP, right?”
15:19
Resources mentioned
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Episode 23Eproint’s Gabriela Bodden Explores IP Challenges in the Caribbean and Latin America
All 25 episodes
- 25Vivek Jayaram on Educating the Next Generation of IP Lawyers
- 24Maura Regan of Licensing International on New Approaches to IP Management
- 23Eproint’s Gabriela Bodden Explores IP Challenges in the Caribbean and Latin America
- 22WIPO’s Todd Reves on the Latest Developments at the World Intellectual Property Office
- 21Maral Behnam-Garcia on the Three Pillars for Brand Success
- 20INTA CEO Etienne Sanz de Acedo on Transforming IP into a Revenue Center
- 19AAFA’s Steve Lamar on Protecting Fashion IP in an Evolving Digital World
- 18NRF's Stephanie Martz’s Expert Advice on Harnessing Innovation in Retail
- 17Purple’s James Larson on Brand Protection in the Age of AI
- 16Nestlé's Myrtha Hurtado Rivas on How IP Protection Strategies Should Respond to Evolving Technology
- 15StockX's Paul Foley on How to Build a Brand Protection Authentication Strategy
- 14ZipString's Austin Hillam on How to Protect Your Inventions and Keep Innovation Going
- 13Kawaii Lighting's Lan Bui on Why Counterfeits Will Never Stand Up Against High-Quality Products
- 12Taking Swift Action to Protect Your IP with SwiftPaws' Meghan Wolfgram
- 11Warner Music Group's Matthew Walters-Bowens on How Musicians Can Keep Their Creative Work Protected
- 10Tapping into IP Protection Resources with Draft Top's Armand Ferranti
- 09Navigating the Processes of Knockoff Takedowns with NightCap's Michael Benarde
- 08Winning the Game of IP Protection with USAOPOLY's Paul May
- 07The Role of IP Professionals in Business Strategy with BEDGEAR's Joseph Codispoti
- 06Buzzfeed's Assistant GC on the Growing Landscape of IP Protection and Online Content Creation
- 05Keeping Your Brand Protected by Keeping Ahead of Technology
- 04Protecting IP - and People's Dreams - Through Collaboration and Anti-Counterfeiting
- 03An In-House Counsel's Guide to IP Protection and Licensing at a Large Media Company
- 02How Brands Can Achieve Consistent and Scalable Success in Protecting Their IP
- 01Beyond IP Enforcement: Protecting Your Brand's Reputation with Data, AI, and Stakeholder Communication
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