advice on how to build meaningful brands

May 17, 2020

79 | How to protect your brand with Etienne Sanz De Acedo

Why you’ve got to listen to this episode:

As the CEO of the International Trademark Association, Etienne Sanz De Acedo, my guest on the podcast, has a good handle on what it takes to protect brands. An organization’s trademark, being its name and visual iconography, represents what that organization stands for. It symbolizes the image and reputation the organization has in the marketplace and what consumers can expect from it.

Protecting your brand goes well beyond registering the name and iconography.  With offices and representatives around the globe, and headquartered in New York City, Etienne walks us through what brands should do to foster consumer trust, economic growth, and innovation.

What brands do during a crisis is critical to their survival and long-term reputation.

Equally as important is for brands to prepare for the future, by understanding global trends, changing consumer behaviours and new technologies.

Who can benefit from listening in:

Today’s episode can be beneficial for brands big or small. It provides advice on what you should do now during the crisis and what potential global trends and changing consumer behaviours to keep an eye on.  Both the actions we take now and what the marketplace will look like after the crisis, will have implications for all brands. To protect our brand, it’s important to be well informed and prepared for future consumer demands.

Key areas discussed in this episode:

  • Price will always be important, but are the most important things consumers will be looking for and expecting brands to deliver on?
  • Consumers trust brands that act genuinely. What type of actions and values are consumers looking for?
  • How can a brand protect and differentiate itself?


Links and resources mentioned in this episode




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