This document discusses intellectual property management and commercialization. It covers an overview of intellectual property, patents, branding, trademarks, and social media. Specifically, it provides details on the types of intellectual property available, the patent application process, how trademarks can increase brand value, and how social media is important for brand engagement and consumer buy-in. The goal is to help entrepreneurs and inventors understand how to protect and capture value from their creative ideas and ingenuity.

2. IP
Management:
Protecting
&
Commercializing
Your
Creative
Ingenuity
November
19,
2014
Matthew
Powell
,
Ashlee
Froese
&
Salim
Dharssi

3. Sec$on
1
–
Overview
of
Intellectual
Property
Sec$on
2
–
Patents
Sec$on
3
–
Branding,
Trade-­‐marks
&
Social
Media
Sec$on
4
–
Managing
&
Commercializing
Intellectual
Property
Overview
www.gilbertslaw.ca

4. 1.
Overview
of
Intellectual
Property
www.gilbertslaw.ca

5. What
is
Intellectual
Property?
www.gilbertslaw.ca

6. The
Entrepreneur’s
Conundrum
Bootstrap
vs.
Invest
in
IP
www.gilbertslaw.ca

7. Types
of
IP
Protection
Your
Business
Patent
Trademark
Copyright
Design
Trade
Secret
www.gilbertslaw.ca

8. Canadian
IP:
By
the
Numbers
20
The
percentage
of
Canadian
science
or
technology
businesses
that
have
sought
IP
protection
of
any
kind
1.14
The
percentage
of
R&D
expenditures
by
Canadian
universities
that
are
captured
as
revenues
down
the
road
(compare
to
5%
for
the
United
States)
4.5
Billions
of
dollars
in
net
licensing
revenues
that
Canadian
entities
pay
to
foreign
entities
because
Canadians
are
buyers
not
sellers
of
IP
17
Canada’s
rank
out
of
24
developed
nations
on
an
OECD
innovation
scale
(despite
being
7th
in
R&D)
www.gilbertslaw.ca

9. IP
=
Value
Capture
www.gilbertslaw.ca
$12.5
Billion
÷
17,000
Patents
$735K
per
Patent
$4.5
Billion
÷
6,000
Patents
$750K
per
Patent
Brand
Value:
$77.8
million
(US)
Patents
afford
choices
at
a
dificult
time

10. 2.
Patents
www.gilbertslaw.ca

11. Patents
For
control
over
how
customers
experience
the
value
proposition.
à Exercise
control
by
making
competitors:
à Do
without
a
feature
(this
reduces
their
relative
attractiveness);
à License
the
feature
(this
increases
their
costs;
gains
you
value);
à Try
to
design
around
the
patent
(this
increases
their
costs);
à
Investors
value
the
control;
www.gilbertslaw.ca

12. Eureka?
www.gilbertslaw.ca
Only
certain
things
can
be
patented.
à Types
of
patentable
things:
à Machines,
manufactures,
compositions
of
matter,
arts
or
processes,
or
improvements
in
such
things.
à Important
Requirements:
àNovelty,
usefulness
and
non-­‐obviousness.

13. Patent
Preparation
and
Filing
www.gilbertslaw.ca
1. Design
the
patent
application
à
Prepare
full
disclosure
of
invention;
à
Prepare
claims
deining
scope
of
control
(over
who
and
what).
2. File
the
patent
application
à Deine
and
execute
local
and
worldwide
iling
strategy.
3. Prosecute
patent
applications
à Negotiate
on
available
scope
of
control
with
each
country’s
patent
ofice;
à Leverage
progress
in
one
country
to
expedite
process
in
another.
4. Receive
granted
patents

14. Shhh
…
www.gilbertslaw.ca

15. Should
I
Just
Keep
It
Secret?
www.gilbertslaw.ca
Patent
v.
Trade
Secret

16. Bootstrapping
Ideas
www.gilbertslaw.ca
(Keeping
Patenting
Costs
Under
Control)

17. 3.
Branding,
Trade-­‐marks
&
Social
Media
www.gilbertslaw.ca

18. The
“Je
ne
sais
quoi”
Factor
Customer
Service
Product
Quality
Store
Experience
Online
Engagement
Social
Media
and
Consumer
Buy-­‐in
Cool
Factor
Trust
Factor
www.gilbertslaw.ca

19.
In
2010,
Interbrand
estimated
the
worth
of
the
following
brands:
COCA-­‐COLA:
$70.5
million
IBM:
$64.7
million$64.7
million
MICROSOFT:
$60.8
million0i
GOOGLE:
$43.6
millionn
Brand
Value
www.gilbertslaw.ca

20. Trade-­‐marks
is
the
Foundation
of
Any
Brand
Ultimately,
the
trade-­‐mark
represents
the
reputation,
quality
and
expertise
of
a
company.
www.gilbertslaw.ca
Nike
Inc.

21. What
Could
Be
a
Trade-­‐mark?
Traditional
Trade-­‐marks
• Single
word
SUBWAY
• Group
of
words
BURGER
KING
• Group
of
numbers
967-­‐1111
• Slogan
DUDE
YOU’RE
GETTING
A
DELL
• Design
(with
words)
• Design
(without
words)
Non-­‐Traditional
Trade-­‐marks
Three-­‐Dimensional
Colors
Distinguishing
Guise
Sound
www.gilbertslaw.ca

22. The
Sword
and
the
Shield
www.gilbertslaw.ca

23. The
Far
Reach
of
Non-­‐Traditional
Trade-­‐mark
Protection
www.gilbertslaw.ca
Category: Company uniforms
Trade -mark:
Owner: United Parcel Service of America, Inc.
Category: Colour configuration on plane
Trade-mark:
Owner: The Boeing Company
Category: Retail check out counter
Trade-mark:
Owner: Abercrombie & Fitch Trading Co.
Category: Store front entrance
Trade-mark:
Owner: Build-A-Bear Retail Management, Inc.
Category: Sound Mark
Trade-mark: (Roaring lion sound)
Owner: Metro-Goldwyn-Mayer Lion Corp.

24. The
Good,
the
Bad
and
the
Forgettable
Descriptive
Suggestive Coined
GenericDescriptive
Suggestive Coined
Generic
www.gilbertslaw.ca

25. www.gilbertslaw.ca
Obtain
Trade-­‐mark
Registrations
• Formalized
protection
of
business
asset
• Increase
value
of
your
company
• Registration
certiicate
is
evidence
of
ownership
• Exclusive
use
• Rights
are
country-­‐wide
• Renewable
registration
periods
• Access
to
Federal
Court
judgments
• Springboard
for
international
protection
• Other
avenues
(domain
name
disputes,
social
media
etc.)
How
to
Best
Protect
your
Brand

26. Examiner’s
Report:
substantive
v.
formalities
Fact
inding:
client’s
brand,
use
&
searches
Priority
iling
deadline
Use?
Pleadings,
evidence,
argument,
x-­‐exam,
hearings
www.gilbertslaw.ca
Registration
Process

27. The
Living
Brand
• Use
proper
marking
and
ownership
notices
• Avoid
genericization
• Use
trade-­‐mark
properly
• Consistently
use
the
trade-­‐mark
• Continue
to
use
trade-­‐mark
properly
• License
properly
• Police
vigilantly
• Audit
the
wares/services
• Renew,
renew,
renew
www.gilbertslaw.ca

28. Ponder
this…
www.gilbertslaw.ca
have
in
common?
POST-IT
ASPIRIN
KLEENEX
BAND-AIDplasticine
zipper
escalator
What
do:

29. Let’s
Get
Social
Ø In
2012,
over
$122
billion
worth
of
goods/
services
sold
in
Canada
Ø As
of
2012,
45%
of
Canadian
enterprises
operate
a
website
Ø jumps
to
80%
for
enterprises
that
employ
10+
people
Ø 34%
use
social
media
to
steer
potential
consumers
to
website
www.gilbertslaw.ca

30. Assumption
Reality
Brand
Inc.
BRAND.com
twitter/BRAND
Facebook/BRAND
LinkedIn/
BRAND
Instagram/BRAND
.ca
.net
.info
.mobi
.museum
.jp .us
.co
.me.uk
.eu .xxx
The
Online
Assumption
www.gilbertslaw.ca

31. 4.
Managing
and
Commercializing
Intellectual
Property
www.gilbertslaw.ca

32. How
Not
to
Manage
IP
www.gilbertslaw.ca

33. Good
Housekeeping
Know
Your
IP
• Use
invention
disclosure
forms
to
capture
inventions
rather
than
rely
on
notebooks.
• Use
spreadsheets
to
track
brands,
inventions,
patent
applications,
patents,
trademarks,
copyrights,
trade
secrets
Ensure
IP
Ownership
• Ensure
IP
being
created
at
the
instruction
of
the
company
by
employees,
outside
contractors
etc.
is
owned
by
the
company
• Establishing
formal,
written
agreements
early
reduces
costly
disputes
later
• Maintain
a
repository
of
employment
agreements,
outside
contracts,
nondisclosure
agreements,
supply
agreements
Conduct
Periodic
IP
audits
www.gilbertslaw.ca

34. IP
Commercialization
In-­‐Licensing
Develop
Product
/
Service
Out-­‐
Licensing
www.gilbertslaw.ca

35. “In”
Licensing
IP
Third
Party
IP
Your
R&D
Your
Product
or
Service
www.gilbertslaw.ca
• Think
international!
• Act
early!
• Identify
who
owns
background
IP
• Consider
cross-­‐
licensing,
partnering,
co-­‐existing

36. Beneits
of
In-­‐Licensing
1. Reduced
cost
of
development
2. Shorten
product
development
timeframes
3. Reduce
trial
and
error
4. Beneit
from
cross-­‐licensing
opportunities
5. Exposure
to
additional
business
development
opportunities
www.gilbertslaw.ca

37. “Out”-­‐Licensing
IP
Generate
additional
value
from
your
IP
through
out-­‐licensing
www.gilbertslaw.ca

38. Step
1:
Identify
IP
Capable
of
Being
Out-­‐Licensed
Data
Content
Know-­‐How
Components
www.gilbertslaw.ca

39. Step
2:
Identify
Out-­‐Licensing
Opportunities
Be
creative!
Carve
out
licensee’s
rights
by:
• Industry
• Territory
• Product
lines
Think
broadly!
• Don’t
be
shy
to
out-­‐license
to
competitors
• Create
partnerships
in
foreign
countries
you
likely
won’t
reach
in
the
immediate
future
www.gilbertslaw.ca

40. Thank
You
www.gilbertslaw.ca
416.703.1100
Matt
Powell
Ashlee
Froese
Salim
Dharssi