What is your role in your company/organization?
As Director of Global Brand Enforcement at Levi Strauss & Co., I oversee the creation of IP strategy and the implementation for all our global enforcement programs related to anti-counterfeiting, online monitoring/enforcement, trademark infringement, and IP policy for all LS&Co. brands (Levi's®, Dockers®, DENIZEN® and Signature by Levi Strauss & Co.™).
What makes your company unique?
Well, we invented the blue jean nearly 150 years ago! Not every company can say they invented something that is an essential wardrobe staple and Levi’s® has remained the number one selling brand jean, for both men and women, all over the world to this day. With that said, as a company we’ve never stopped continuing to evolve and progress, for example our innovating processes has made us a leader in the apparel industry for sustainability which is something very important to us. Now, I could go on and on, with pride, about my company, from our corporate principles that guide us, to how passionate we are about staying engaged and focused on our consumers, but I’m told I only have 100 words or less to answer this question. I’ll just end with saying at LS&Co. always joke that we act like 166-year-old “start-up” company, where we lead with our passion for innovation at our core and the courage to always do what is right based on our guiding principles.
Can you provide your top 2 best practices for protecting IP?
Only two? I guess I’ll say top two guiding principles in effectively protecting my brands IP are, 1- know your global business top to bottom; 2- know who your customers are and how they find you (aka- shop). If you start there, then you can build an effective brand protection program, using all the skills, tools, and resources we have at our finger tips, to focus on an IP enforcement program that delivers measurable results to your business. Knowing your business is key, from conception of design, all your products, the global supply chain, to distributors, your licensees, and everything in-between. If you know how your goods flow from conception to the hands of your customers around the world, then you’ll better be equipped to find ways to instill IP culture into many of your processes along the way. For example, work with your designers to build in covert features into your products that can help with product identification. Or, if your role is regional, be sure you view the global picture of your company and never silo your efforts. You’ll be more effective at solving issues coming your way if you engage globally. Also, look at your products through a IP lens to see if there are any features or designs that can be trademarked, copyrighted and/or patented to better assist in protecting your products with more IP tools. And most importantly know your consumers. Like, what are the demographics? Where do they shop, online or offline? If you know the path your real consumers are taking to find your brands to make an authentic purchase, then you can ensure that path is clear of all the noise and distractions of counterfeit and/ or infringing products. Our goal is to clear the path for our consumer, so they find us to make the final sale and not be distracted by the counterfeiters along the way.
Can you tell us something about yourself outside of your job?
So, my husband and I will be celebrating our 19-year anniversary next year. We have three rescue dogs, English Pointers so you can imagine the high energy these hunting dogs have! We are very involved in the English Pointer Rescue group to ensure these amazing dogs find good homes. We are avid scuba divers, having dove all over the world, except cold water diving, I just can’t! We recently relocated to Charlotte, NC earlier this year to the home of our dreams and simply love being back on the East Coast, closer to our family and friends. And lastly, in my former life I used to be a professional stand-up comedy. Don’t try to “Google” me, I’ve sent DMCA letters to get all my old performances removed online (that’s a IP joke… a good joke? Not at all, I’ve retired and I’m rusty!). I can say, the one thing I learned from my years of doing stand-up comedy is not only how to shut down a heckler in 5 seconds or less but that humor when utilized effectively and genuinely, in the professional world, can be a power tool in breaking down barriers, resolving conflict, and build long term amazing relationships with different people from all walks of life. Humor helps us find common ground, whereas conflict emphasis differences. When we start with focus on common ground, we naturally as people, want to work together to find ways to resolve our differences. So, next time you’re sending a C&D, throw in a smile emoji or two. 😊 You never know, it could make a difference!
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