Sustainable Brands - MARQUES
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Sustainable brands MARQUES Sustainability conference
(European Trademark Association)16.09.09
www.davidgreen.me.uk
What do these have in common?
Brands need to be protected if they are to be sustained – ‘hoover’ ‘aspirin’ and ‘escalator’ are all now generic terms – as trademarks they have become meaningless.
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A changing world - megatrends
Economy
DebtRecession
Shift from West to East
VolatilityMicrofinance
Aging demographicsChanged capital markets
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A changing world - megatrends
Energy
Economy
Fossil fuel exhaustion
Renewables
Efficiency and conservation
Diversity of supplies Security
Growing demand
Geopolitics
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Environment
A changing world - megatrends
Energy
Economy
Global Warming/Emissions
Resource Management esp.Water & Soil
Commodity consumption
Sustainability/Green livingConscious capitalism
Biodiversity & Habitats
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Environment
A changing world - megatrends
Energy
Economy
Global Warming/Emissions
Resource Management esp.Water & Soil
Commodity consumption
Sustainability/Green livingConscious capitalism
Biodiversity & Habitats
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A changing world - megatrends
Digital
Environment
Energy
Economy
Internet of things(that think)
Humaninterface
Social media services
Wireless web/Digital spectrum
Meaningful machine manipulation
Data visualisation
Government initiatives
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A changing world - megatrends
Digital
Environment
Energy
Economy
Internet of things(that think)
Social media services
Wireless web/Digital spectrum
Meaningful machine manipulation
Data visualisation
Government initiatives
Humaninterface
www.davidgreen.me.uk
A changing world – impact on brands
All organisations operate in this changing social environment
“Flourishing involves making money on a long-term sustainable basis ”.Enterprise IG ‘Brandjacking’ report
Public scepticism over brand promises – recession, political and corporate accounting scandals, greenwashing
Companies being scrutinised not just for what they sell but how they operate
The Internet enables this scrutiny to take place in full public glare
The Internet also facilities systematic brand and trademark infringements
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Brand abusePolicing the Internet
Brand abuse on the web
Brand abuse on the web is growing in scale and sophistication, and also increasingly opportunistic
15% of goods sold online are estimated to be counterfeit.
Widespread, organised, criminal brand and trademark infringements – which use a wide variety of techniques such as phishing, malware, spam, cybersquatting etc.
Collectively such infringements are referred to as online brand abuse or ‘brand-jacking’
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Brand abuse threats - cybersquatting
Infringing on trademarks within the domain name system – most common type of brand abuse.
Many are opportunistic and will drop on receipt of one or more C&D letters.
Audit of all registered domains, ownership and forensic analysis to identify cross holdings before any C&D.
Often part of an overall brand infringement that involves other tactics.
WIPO domain arbitrations2009 = 2025 ytd2008 = 39582007 = 35452006 = 28062005 = 3312
Sunrise periodsDomain name kitingDomain name slamming
449, 584 incidents of cybersquatting recorded in Q4 08 – up 18% yoy*.
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Brand abuse threats - phishing
Criminals attempt to steal personal identity and related information using emails, websites and social media that reflect brand identity of targeted brand.
A record 502 organizations were phished in Q1 2009, an increase of 24 percent from Q1 2008
Financial services and payment provider brands are most targeted, but..
.. other industries are now being targeted and attacks against social media companies increased 241% between Q1 2008 and Q1 2009
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Brand abuse threats - malware
Crimeware/Malware – visitor directed to a bogus site or page – malicious code (e.g. a virus) is downloaded in the background – compromised computer can now be used to launch email spam, log info entered via keyboard, and even in cyber warfare.
1.6M malicious codes identified in 2008 – a 165% increase on 2007
“The release rate of malicious code and other unwanted programs may be exceeding that of legitimate software applications”.Symantec Internet Security Threat Report’ April 09
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Online brand infringement
Brand Abuse
Customer Solicitation
Global Counterfeit Sales
Traffic Diversion
Direct Marketing of Fake Goods
Identity/ Credential Theft(Phishing)
Gray Market Sales
Counterfeit Wholesale Exchanges
False Association
Identity Fraud(Financial)Protect Brand:
monitor for abuses and take action
Defend Revenue: control online channels, prevent loss of revenue
Disparagement
Cyber-Squatting
Copycat Sites
Create Ownership in Identity with global domain
registration and management
Co
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lexi
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f T
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Severity of Threat
Source: MarkMonitor
Brand Compliance
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Online brand protection - implementation
Considerations Services
Start early to set precedent and to demonstrate pro-activity to sponsors
Establish process, workflow and reporting
Identify technology tool - RFPPrioritise infringement typesContinuously revise filters as
new sponsors and issues arise Filter out irrelevant domains Allow time for Cease & Desist
notifications to take effect
Brand monitoring services Online security services
Domain monitoring Internet monitoring for
trademarksLogo and image trackingURL link checkingAuction site monitoringPhishing attack management
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Online brand protection - mitigation
Efforts will depend on threat type.
Issue prioritisation based on riskanalysis of the 3 R’s:Priority content of concernProcess for determining sites for enforcementConsiderations for responding to infringers
Monitor results to demonstrate ROI
You are defending your:•Rights (IP)•Revenue•Reputation
Monitor Analyse Mitigate
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Brand engagementSocial media
Social media
More than a movement from traditional media to online media.
It is a fundamental change in behaviours that have far reaching implications for both government and for organisations in every industry sector.
Control over customer conversations is no longer possible in this new world - organisations must engage with this social change if they are to influence these new conversations.
“If you have a brand, you‘re under threat. Your customers have always had an idea about what your brand signifies, an idea that may vary from the image you are projecting. Now they‘re talking to each other about that idea. They are redefining for themselves the brand you spent millions of dollars creating.”ForresterGroundswell Report
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Social media spectrum
Social media
Wikis
Social bookmarking
Microblogs
Blogs
Social networks
Social video,
photo & audio
Widgets & Mashups
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Web and social media – brand impact
Brand damage Brand engagement
Stella Artois – user generated content on ‘wife beater’ moniker was returned top of Google searches ahead of company’s own content
Dell – disgruntled customers coalesced on the web – ‘Dell Hell’
Obama – highly effective use of social media in his election campaign was a ‘tipping point’
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Social media implementation
Organisations recognize the need to implement or improve their social marketing programs, but cite a lack of tools and expertise as their biggest challenges.
Strategy and objectives – not technology tools!
Enabling employees – rapid micro-communications
Listen and respond to what customers and critics say
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Luxury or necessity?
You have no choice – the trends are worldwide and already happening
Organisations must reflect social and environmental concerns, but brand sustainability is much more than this
Sustainability is creating durability for your brand in a changing world
Brand protection and brand engagement go hand in hand to create a sustainable brand
“If your business depends on a positive Internet reputation, then you have little choice than to explicitly manage that reputation online”.Gartner
“(Social media) has created a permanent, long-lasting shift in the way the world works”. Forrester
“The adoption of social networking type applications will drive the next generation of business software and growth” (Bill Gates)
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