All brands are under threat. The economy, the environment, energy and digital media are all emerging as key megatrends that will shape society in this early part of the 21st century. All organisations, whether public or private, are social entities that must operate in an environment that is being profoundly affected by these trends. The internet, and digital social media in particular, present brand and trademark owners with increasingly complex challenges to both protecting their investments, and engaging with their audiences in new ways.

1. Sustainable brands MARQUES Sustainability conference (European Trademark Association) 16.09.09 www.davidgreen.me.uk

2. www.davidgreen.me.uk What do these have in common? Brands need to be protected if they are to be sustained – ‘hoover’ ‘aspirin’ and ‘escalator’ are all now generic terms – as trademarks they have become meaningless.

3. www.davidgreen.me.uk A changing world - megatrends Recession Debt Economy Microfinance Volatility Aging demographics Changed capital markets Shift from West to East

4. www.davidgreen.me.uk A changing world - megatrends Energy Security Diversity of supplies Economy Geopolitics Renewables Growing demand Efficiency and conservation Fossil fuel exhaustion

5. www.davidgreen.me.uk A changing world - megatrends Energy Sustainability/Green living Environment Conscious capitalism Economy Biodiversity & Habitats Commodity consumption Global Warming/Emissions Resource Management esp. Water & Soil

6. www.davidgreen.me.uk A changing world - megatrends Energy Sustainability/Green living Environment Conscious capitalism Economy Biodiversity & Habitats Commodity consumption Global Warming/Emissions Resource Management esp. Water & Soil

7. www.davidgreen.me.uk A changing world - megatrends Government initiatives Energy Environment Wireless web/Digital spectrum Digital Economy Internet of things (that think) Human interface Social media services Data visualisation Meaningful machine manipulation

8. www.davidgreen.me.uk A changing world - megatrends Government initiatives Energy Environment Wireless web/Digital spectrum Digital Economy Internet of things (that think) Human interface Social media services Data visualisation Meaningful machine manipulation

10. Companies being scrutinised not just for what they sell but how they operate

11. The Internet enables this scrutiny to take place in full public glare

13. Brand abuse on the web Brand abuse on the web is growing in scale and sophistication, and also increasingly opportunistic 15% of goods sold online are estimated to be counterfeit. Widespread, organised, criminal brand and trademark infringements – which use a wide variety of techniques such as phishing, malware, spam, cybersquatting etc. Collectively such infringements are referred to as online brand abuse or ‘brand-jacking’ www.davidgreen.me.uk

14. Brand abuse threats - cybersquatting www.davidgreen.me.uk 449, 584 incidents of cybersquatting recorded in Q4 08 – up 18% yoy*. Infringing on trademarks within the domain name system – most common type of brand abuse. Many are opportunistic and will drop on receipt of one or more C&D letters. Audit of all registered domains, ownership and forensic analysis to identify cross holdings before any C&D. Often part of an overall brand infringement that involves other tactics. WIPO domain arbitrations 2009 = 2025 ytd 2008 = 3958 2007 = 3545 2006 = 2806 2005 = 3312 Sunrise periods Domain name kiting Domain name slamming

15. Brand abuse threats - phishing Criminals attempt to steal personal identity and related information using emails, websites and social media that reflect brand identity of targeted brand. A record 502 organizations were phished in Q1 2009, an increase of 24 percent from Q1 2008 Financial services and payment provider brands are most targeted, but.. .. other industries are now being targeted and attacks against social media companies increased 241% between Q1 2008 and Q1 2009 www.davidgreen.me.uk

16. Brand abuse threats - malware www.davidgreen.me.uk Crimeware/Malware – visitor directed to a bogus site or page – malicious code (e.g. a virus) is downloaded in the background – compromised computer can now be used to launch email spam, log info entered via keyboard, and even in cyber warfare. 1.6M malicious codes identified in 2008 – a 165% increase on 2007 “The release rate of malicious code and other unwanted programs may be exceeding that of legitimate software applications”. Symantec Internet Security Threat Report’ April 09

17. www.davidgreen.me.uk Online brand infringement Global Counterfeit Sales Defend Revenue: control online channels, prevent loss of revenue Counterfeit Wholesale Exchanges Gray Market Sales Identity Fraud(Financial) Protect Brand: monitor for abuses and take action Identity/ Credential Theft(Phishing) Complexity of Threat Brand Abuse Direct Marketing of Fake Goods Brand Compliance Traffic Diversion Create Ownership in Identity with global domain registration and management Customer Solicitation False Association Copycat Sites Disparagement Cyber-Squatting Source: MarkMonitor Severity of Threat

18. www.davidgreen.me.uk Online brand protection - implementation Considerations Services Start early to set precedent and to demonstrate pro-activity to sponsors Establish process, workflow and reporting Identify technology tool - RFP Prioritise infringement types Continuously revise filters as new sponsors and issues arise Filter out irrelevant domains Allow time for Cease & Desist notifications to take effect Brand monitoring services Online security services Domain monitoring Internet monitoring for trademarks Logo and image tracking URL link checking Auction site monitoring Phishing attack management

20. Revenue

21. ReputationMonitor Analyse Mitigate

22. Brand engagement Social media

23. Social media revolution www.davidgreen.me.uk

24. Social media www.davidgreen.me.uk More than a movement from traditional media to online media. It is a fundamental change in behaviours that have far reaching implications for both government and for organisations in every industry sector. Control over customer conversations is no longer possible in this new world - organisations must engage with this social change if they are to influence these new conversations. “If you have a brand, you‘re under threat. Your customers have always had an idea about what your brand signifies, an idea that may vary from the image you are projecting. Now they‘re talking to each other about that idea. They are redefining for themselves the brand you spent millions of dollars creating.”ForresterGroundswell Report

25. www.davidgreen.me.uk Social media spectrum Social video, photo & audio Social bookmarking Social networks Wikis Microblogs Blogs Widgets & Mashups Social media

26. www.davidgreen.me.uk Web and social media – brand impact Brand engagement Brand damage Stella Artois – user generated content on ‘wife beater’ moniker was returned top of Google searches ahead of company’s own content Dell – disgruntled customers coalesced on the web – ‘Dell Hell’ Obama – highly effective use of social media in his election campaign was a ‘tipping point’

27. Social media implementation Organisations recognize the need to implement or improve their social marketing programs, but cite a lack of tools and expertise as their biggest challenges. Strategy and objectives – not technology tools! Enabling employees – rapid micro-communications Listen and respond to what customers and critics say www.davidgreen.me.uk

28. Luxury or necessity? www.davidgreen.me.uk “If your business depends on a positive Internet reputation, then you have little choice than to explicitly manage that reputation online”. Gartner You have no choice – the trends are worldwide and already happening Organisations must reflect social and environmental concerns, but brand sustainability is much more than this Sustainability is creating durability for your brand in a changing world Brand protection and brand engagement go hand in hand to create a sustainable brand “(Social media) has created a permanent, long-lasting shift in the way the world works”. Forrester “The adoption of social networking type applications will drive the next generation of business software and growth” (Bill Gates)