What is one way a brand with a mature IP enforcement program can take their efforts to the next level?
It is hard for me to imagine a brand secure enough to feel safe in this ever changing context. Those who are professionally engaged in IP Enforcement face new challenges every day – be it online threats, IA-related risks or corruption on the new markets. The key is to anticipate those challenges and think of ways to resolve them before they become a real threat to your business. And build a team of forward thinkers (either in-house or outside) who are knowledgeable, experienced and passionate enough to help you recognize these threats as early as possible, come up with ways to take them on and help you evolve in a timely manner.
What are your top 2 recommendations to a brand that is building up its IP enforcement program?
Go to your business. These are the people who best know your product, your market, might help you see the challenges and understand where to start.
And do not underestimate the community of your peers. Professional associations, committees, meetings and networking is where you are likely to find advice, assistance, support and even an understanding shoulder to cry on over a case lost because of procedural mistakes, made during a LAE investigation.
Besides, why invent a bicycle when it has already been made, ridden, broken and mended before you. In most cases your colleagues have already faced the issues you are dealing with now, are ready to share their tools and help avoid mistakes.
What’s the best piece of advice you have ever been given?
Do not dwell on your failures too long. Nor on our successes for that matter. Thinking too much about your success will make you slack. Concentrating on your failures will make you afraid to do anything. Get over your failures and move on. Strike them from your life. Swallow this pill, weep a little and go ahead. Punishing yourself is not an answer. Remember, negative thoughts are destructive.
Contact info: t.churbakova@ais-agency.pro
