Maintaining Brand Loyalty and Achieving Business Goals in Volatile Times

Only available as part of a package

Consistency has been a mantra in trademark counsel advice to marketers: “Be consistent in how you present your mark,” “you are promising a consistent quality,” and “consumers rely on your consistency.” We could go on and on. But then technology changed the rules: we have dynamic use of marks online, consumers crave a surprise, and sometimes our history is inconsistent with what consumers want.

How do brands keep up with change and appeal to today’s consumers while maintaining their loyal base? Can they—or do they want to—maintain their base?

Using a study of historical and current ads around the world, hear from marketing executives and legal professionals as they show how brand loyalty can journey with you in changing times and how to effectively partner with business teams to achieve business goals in the world today.

Learn how to adjust your protection strategies in a cost effective way and be a thought leader within the business, to help your business team navigate muddy waters, and to make sure the brand and its messaging remain on course.

Milan Milojevic

MSA IP

Milan Milojevic is a Serbian trademark attorney and a founding partner of MSA IP. Milan has over 20 years’ experience in the field of protection and enforcement of intellectual property rights in the region of Southeast Europe. He regular advises Fortune 500 companies on brand protection and enforcement issues relating to their IP rights in South-Eastern Europe (and particularly, the Balkans).
Milan is an active member of INTA. He just completed his term as a Chair of the Enforcement Committee and previously he served as a Vice Chair of the same Committee. Milan also sat on the Anti-Counterfeiting Committee as Chair of the Subcommittee for Eastern Europe and Central Asia. In that role, he lobbied extensively for the implementation of many of INTA's anticounterfeiting standards into national laws of the countries in Southeast Europe.

John Hodges

BSR

John Hodges is the Managing Director of BSR (Business for Social Responsibility). John leads BSR's global infrastructure and financial services business group (i.e. energy, extractives, industrials, transportation, banking, private equity, and asset management). In this role, John leads a team of 20 professionals who advise Fortune 500 companies on corporate governance and sustainability strategies, responsible investing and due diligence, and environmental, social, and governance (ESG) risk management and business opportunities. John and his team are responsible for 100+ client relationships and 100+ ongoing ESG consulting projects annually.
BSR is one of the largest independent business organizations in the world working with its global network of nearly 300 member companies to build a just and sustainable world. From its offices in Asia, Europe, and North and South America, BSR develops sustainable business strategies and solutions through consulting, research, partnership programs, and cross-sector collaboration.

Antonis Kocheilas

Ogilvy

Antonis Kocheilas is currently an Executive Partner, Global Brand Strategy Lead at Ogilvy Worldwide. Ogilvy is global creative network that services Fortune Global 500 companies and belongs to WPP. Antonis is a big-picture thinker that loves crafting holistic brand strategies; ones that deliver world-class communication, help galvanize staff and ultimately drive business growth. He leads a team of inquisitive minds that understand people; technology’s role in their lives; and the cultural canvas that brands aim to credibly participate in while being true to their best self.
Antonis has 20 yrs. of experience across leader and challenger brands in industries including CPG, Tech, Telco and Retail and he has delivered extraordinary work for clients, as evidenced by numerous Effie (Marketing Effectiveness Awards) and Cannes Lions (Creative Awards) including a Grand Prix in 2018. Antonis holds an MBA from Cardiff University in UK and a BSc. in International Management from the American College of Greece.

Daretia Austin

AT&T Services, Inc.

Daretia Austin’s career includes over twenty years focused on global brand protection for media and tech companies. She is a member of the Intellectual Property Group at AT&T and handles a variety of IP related issues as well as manages online enforcement for the company. She previously served as Director of Intellectual Property at Time Warner prior to the merger with AT&T. Daretia most recently served on the INTA Board of Directors and is a current member of INTA’S Brands and Innovation committee. CSR concerns are near and dear to her heart as she also holds an advanced degree in Economic Development.