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Podcast · Episode 5 of 25

Keeping Your Brand Protected by Keeping Ahead of Technology

Jayne Durden, from Sanders IP Law, talks about how brands need technology to protect their IP and how to stay ahead of new landscapes like the Metaverse.

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Episode 5 Future of IP Protection

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In this episode, Branddy speaks to Jayne Durden, Trademark and Brand Protection Advisor at Sanders IP Law. During the episode, they talk about how brands need technology to protect their IP - they can no longer do it manually - as well as how to stay ahead of new landscapes like the Metaverse and how to be more proactive in enforcing your brand when faced with copycats.

Topics discussed

  • How Jayne's long career in IP protection started pre-internet and has covered both physical commerce spaces and online ones and how she's worked with both big businesses and start-ups.
  • The evolution of how to find counterfeit goods and how it's gone from walking from store to store to scanning the internet to being prepared for the Metaverse and Web 3.0.
  • How it's easier than ever for brands to market themselves on social media today - but they have to do so without losing control of their brand, their message, or their products.
  • The value different generations place on what they buy, where it's from, how it's made, and whether it's a brand name or not.
  • The necessity for technology in helping enforce IP and the need for open communication, education, and information sharing so that problems can be addressed.
  • What the future of IP protection will look like, and why we'll see more brands step up and "speak for themselves" as they protect their products and reputation.
  • Top advice for brands who want to start or strengthen their IP protection strategy.

Other Episodes You Might Enjoy

Resources mentioned

For the latest episodes, search for “Future of IP Protection” on Spotify, Apple, Google, or wherever you listen to podcasts!

More episodes

Watch on video
All 25 episodes
  1. 25Vivek Jayaram on Educating the Next Generation of IP Lawyers
  2. 24Maura Regan of Licensing International on New Approaches to IP Management
  3. 23Eproint’s Gabriela Bodden Explores IP Challenges in the Caribbean and Latin America
  4. 22WIPO’s Todd Reves on the Latest Developments at the World Intellectual Property Office
  5. 21Maral Behnam-Garcia on the Three Pillars for Brand Success
  6. 20INTA CEO Etienne Sanz de Acedo on Transforming IP into a Revenue Center
  7. 19AAFA’s Steve Lamar on Protecting Fashion IP in an Evolving Digital World
  8. 18NRF's Stephanie Martz’s Expert Advice on Harnessing Innovation in Retail
  9. 17Purple’s James Larson on Brand Protection in the Age of AI
  10. 16Nestlé's Myrtha Hurtado Rivas on How IP Protection Strategies Should Respond to Evolving Technology
  11. 15StockX's Paul Foley on How to Build a Brand Protection Authentication Strategy
  12. 14ZipString's Austin Hillam on How to Protect Your Inventions and Keep Innovation Going
  13. 13Kawaii Lighting's Lan Bui on Why Counterfeits Will Never Stand Up Against High-Quality Products
  14. 12Taking Swift Action to Protect Your IP with SwiftPaws' Meghan Wolfgram
  15. 11Warner Music Group's Matthew Walters-Bowens on How Musicians Can Keep Their Creative Work Protected
  16. 10Tapping into IP Protection Resources with Draft Top's Armand Ferranti
  17. 09Navigating the Processes of Knockoff Takedowns with NightCap's Michael Benarde
  18. 08Winning the Game of IP Protection with USAOPOLY's Paul May
  19. 07The Role of IP Professionals in Business Strategy with BEDGEAR's Joseph Codispoti
  20. 06Buzzfeed's Assistant GC on the Growing Landscape of IP Protection and Online Content Creation
  21. 05Keeping Your Brand Protected by Keeping Ahead of Technology
  22. 04Protecting IP - and People's Dreams - Through Collaboration and Anti-Counterfeiting
  23. 03An In-House Counsel's Guide to IP Protection and Licensing at a Large Media Company
  24. 02How Brands Can Achieve Consistent and Scalable Success in Protecting Their IP
  25. 01Beyond IP Enforcement: Protecting Your Brand's Reputation with Data, AI, and Stakeholder Communication

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