Intellectual Property, Information Technology & Cybersecurity

By: Gayle Curry

The Head of Marketing at a leading plc in the transport industry was telling me about her business' re-branding strategy over dinner recently.

She is new in the post and clearly impressed that the company was committing significant investment of money and time to the project. Rightly so, because a rebrand is an opportunity to not just change a logo, but to reassert values, re-engage customers and mobilise the workforce through a change in culture. I was impressed as she described the serious investment from the top down to drive meaningful transformation and instil the desired culture change to transform customers' experiences in line with the brand objectives.

I've handled the legal side of rebranding and launching new brands for large businesses, and I've noticed that amidst the pressure to get the artwork, livery, packaging and messaging right, it is easy to forget the essential legal issues. Good intentions aside, even major corporates with huge marketing budgets can get it wrong.

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