Pre-recorded from INTA's 2016 Annual Meeting. 

In today’s market, trademarks are no longer static symbols, but instead are dynamic indicators of brand and origin. This panel offer a global perspective on fluid marks, as well as legacy and heritage marks, and genericide. Speakers will offer their perspectives on:

• The potential commercial impact of changing or varying a mark.
• How to maintain protection in marks in the absence of use.
• Possible vulnerability that can result from a “successful” advertising and marketing campaign.