Marc Cloosterman, CEO of VIM Group, which specialises in assisting brands in transformation, views integrating IP and brand management as key to combining the ‘logic’ and ‘magic’ of branding:
“Whilst the magic (the creative) is mostly dealt with by agencies, most companies struggle in sorting out the logic (the business side of branding) around their most valuable IP, their brands. Our data-driven tools, such as our ImpactValuator-instrument, enable brand owners to gauge the requisite brand transformation investment upfront – this is on average 10-20 times the cost of the creative services. With this joint offering, we’re able to fulfil the needs of the chief communication & marketing officers, the chief financial officers, and the chief legal officers.”
As businesses have expanded globally and also invested more in their digital presence, the need for a consolidated and consistent IP and branding strategy is more important than ever, adds Lutgarde Liezenberg, CEO of Novagraaf, a NovumIP company:
“Brand owners that operate globally must deal with a patchwork of different IP legal systems and procedures, which adds further complexity to their business operations. In addition, they must navigate the threat to their businesses on- and offline, whether from counterfeiting, brand theft or damage to brand equity and reputation. By delivering innovative IP solutions alongside tailored legal, administrative and commercial advice and services, we are able to provide brand owners with the insight into their IP portfolios that they need to be able to make informed and strategic decisions, including putting the necessary IP protection in place to support a brand, and acting swiftly and decisively when errors or infringement are identified.”
Novagraaf, a NovumIP company, is one of the world’s largest trademark filers, managing more than one million intellectual property (IP) assets on behalf of customers, and representing many of the world’s major patent and trademark owners. Founded in 1888, the company is headquartered in Amsterdam, The Netherlands, with offices throughout Europe, including London, Brussels, Paris and Geneva, as well as in the US, China and Japan.