In-House Practitioners Series

In-House Hour | Expanding and Managing Your Brand in China: Strategies for Success

As one of the world’s largest consumer markets, China presents significant opportunities for brand expansion. However, navigating its complex regulatory landscape and cultural nuances is crucial for success. This session will provide insights and practical strategies for effectively expanding and managing your brand in China.

Key topics include:

• Understanding the Chinese Market: This section provides an overview of consumer behavior, preferences, and trends that can impact brand strategy in China.
• Regulatory Landscape: This section provides insights into China’s intellectual property laws, trademark registration processes, and compliance requirements, which are essential for protecting your brand.
• Localization Strategies: Best practices for adapting your brand messaging, products, and marketing strategies to resonate with Chinese consumers.
• E-commerce and Digital Marketing: Exploring platforms and strategies for reaching consumers online, including partnerships with local e-commerce giants and leveraging social media.
• Managing Brand Reputation: Techniques for monitoring and responding to public perception, including handling potential brand infringements and maintaining a positive image.
• Case Studies: Real-world examples of successful brand expansions in China, highlighting key lessons learned and best practices.

Join us for this informative session to equip yourself with the knowledge and tools needed to navigate the complexities of brand expansion in China and capitalize on this market’s immense opportunities.

Moderator: Kevin Blum, Vice President, Brands and Content Intellectual Property, NBCUniversal (USA)

Speakers:

• Amelie Chen, Brand Protection Counsel, New Balance (China)

In-House Hour | Building Bridges: Setting Up and Maintaining an Effective Brand Portal

A strong brand presence in today’s digital landscape relies on accessibility and consistency. Join us to discover how to establish and maintain a powerful brand portal that serves as a central hub for brand resources, empowering brand professionals and enhancing collaboration with internal clients and partners.

In this session, you’ll learn:

• Purpose & Impact: Understand how a brand portal ensures brand integrity and consistency.
• Setup Essentials: Identify key features that meet the needs of diverse stakeholders.
• User Engagement: Discover strategies for onboarding and encouraging adoption among users.
• Ongoing Maintenance: Learn best practices for keeping your brand portal fresh and relevant.
• Collaboration Tools: Explore how the portal can improve communication and teamwork.

Whether launching a new brand portal or enhancing an existing one, this session will equip you with the tools to maximize its impact and streamline your brand efforts.

Moderator: Danielle Olivotto, Senior Director, Legal Counsel, Qualcomm (USA)

Speakers:

• Elysia Huntington, Manager, Marketing, Qualcomm (USA)
• Sarah Iskander, Managing Director USA, gateB (USA)

In-House Hour | Digital Guardians: Partnering with Your Cybersecurity Team for Enhanced Legal Protection

In today’s digital landscape, the collaboration between in-house attorneys and cybersecurity teams is vital for safeguarding intellectual property and sensitive data. This session will cover practical strategies for partnership, including:

• Understanding Cybersecurity Frameworks: An overview of key frameworks and their legal implications.
• Building Communication Channels: Fostering open dialogue for proactive risk management.
• Joint Risk Assessment: Conducting collaborative assessments to align legal and cybersecurity objectives.
• Enforcement Issues: Developing strategies to address cybersecurity threats and intellectual property infringements.
• Domain Name Strategy: Collaborating on domain management to mitigate cyber-squatting risks.
• Selecting Compliant Firms: Best practices for evaluating vendors that meet cybersecurity standards.
• Incident Response Collaboration: Establishing protocols for legal involvement during cybersecurity incidents.
• Training and Awareness: Educating legal and cybersecurity teams to create a culture of shared responsibility.

Join us to discover how to strengthen your partnership with cybersecurity teams, enhancing your organization’s resilience and compliance.

Moderator: Tim Hance, Senior Counsel, Brands and Content Intellectual Property, NBCUniversal (USA)

Speakers:

• Diana Drappel, General Counsel, Royal Bank of Canada (Canada)
• Rafa Gutierrez, Senior Director, Intellectual Property, Uber Technologies, Inc. (USA)

In-House Hour | Navigating Ethical Challenges for In-House Trademark Practitioners: Privileges, Duties, and Best Practices

In-house trademark practitioners face unique ethical challenges that require a clear understanding of their legal obligations. This session will explore key topics, including:

• Privilege Overview: Understanding attorney-client privilege and work product protection in legal and business contexts.
• Duties to Former Clients: Ethical obligations when moving between companies, focusing on maintaining confidentiality and avoiding conflicts of interest.
• Managing Attorney of Record: Best practices for adding or removing yourself as the attorney of record with the USPTO, ensuring compliance with regulations.
• Ethics for Non-Attorneys: Ensuring that non-attorney staff adhere to ethical standards within trademark processes.
• Solo Practitioners: Addressing the unique challenges solo in-house trademark attorneys face and the importance of mentorship and support.

Join us to gain practical strategies for navigating these ethical issues and maintaining professionalism in your in-house role.

Moderator: Alexandra DeNeve, Assistant General Counsel, Trademarks and Brand Enforcement, New Balance (USA)

Speakers:

• Megan Carpenter, Dean and Professor of Law, Franklin Pierce School of Law, University of New Hampshire (USA)
• Jennifer Hamilton, General Counsel, IP, Diageo (USA)
• Tyler Maulsby, Partner, Frankfurt Kurnit Klein & Selz PC (USA)

In-House Hour | Building a Winning Trademark Team: Strategies for Recruitment, Development, and Retention

A strong in-house trademark team is essential for managing and protecting brand assets. This session will provide practical tips on:

• Budgeting for Success: Allocating resources for hiring and development.
• Recruitment Strategies: Attracting top talent through compelling job descriptions and networking.
• Professional Development: Fostering continuous learning and growth through training and mentorship.
• Retention Techniques: Creating a positive work culture that enhances job satisfaction and reduces turnover.
• Performance Metrics: Measuring team effectiveness and implementing feedback for improvement.

Join us to discover actionable strategies for building a high-performing trademark team that supports your organization’s brand protection and innovation goals.

Moderator: Sharon Sorkin, Chief Trademark Counsel, Ford Motor Company (USA)

Speakers:

• Carlos Castro, Head of Intellectual Property, International Olympic Committee (Switzerland)
• Tracy Cooke, Paralegal Manager, Global Trademarks (CELA), Microsoft (USA)
• Shyla N. Jones-Ali, Director, Legal Counsel, Charles Schwab (USA)

In-House Hour | It’s Not Really a Trademark Question: Addressing Adjacent Legal Issues for In-House Counsel

One of the biggest challenges for in-house trademark attorneys is that business clients often prioritize swift answers over technical legal distinctions. They may not recognize whether their inquiries fall strictly within trademark law, yet they rely on you for guidance. This session will provide a crash course on four trademark-adjacent areas of law, equipping in-house counsel with the knowledge needed to address pressing business questions.

Moderator: Jessica Cardon, General Counsel, Parlux Holdings, Inc. (USA)

Speakers:

• Jake Feldman, Chief Intellectual Property Counsel, Kenvue (USA)
• Ashley Krause, Vice President, Assistant General Counsel, RE/MAX (USA)
• Jeremy Roe, Senior Counsel, Marketing Properties, Mars, Inc. (USA)

In-House Hour | Communicating the Strategic Importance of IP: Guidance for In-House Practitioners

This session will review ongoing challenges for in-house practitioners managing their organization’s intellectual property (IP) portfolio and will provide practical tips and advice for them on engagement with key stakeholders. Our session will cover clear communication channels and structured written communications, helping other departments understand legal concepts, perception of the legal team as a roadblock, preventing conflicting priorities and timelines, encouraging cross-collaboration, engaging with the C-Suite and Board, and educating employees on IP rights, policies, and best practices.

Moderator: Kieran Moore, Vice President, Deputy General Counsel, Lululemon Athletica (Canada)

Speakers:

• Melissa Berger, Principal Corporate Counsel, CELA Global Trademarks, Microsoft (USA)
• Anna Jakobsson, Head of Intellectual Property, On AG (Switzerland)