On April 18, 2025, Modern Retail quoted Paula Hopkins on intellectual property strategy and best practices for brands. Specifically, the article explored a footwear brand that owns many patents for hands-free shoe technology through their parent company.
The footwear brand, which has prioritized protecting its intellectual property from the beginning, is unique for a startup because of this aspect of its strategy. Modern Retail asserted that while registering for patents, copyrights, or trademarks can be costly, taking companies to court can also be quite expensive. “IP is ultimately an important asset that can be used as a sword, or a shield,” explained Hopkins.
“Some brands tend to be more aggressive than others about getting their patents and trademarks,” Hopkins noted. “But even if a brand doesn’t want to actively assert its intellectual property, having patents, trademarks or copyrights can have protective benefits. For instance, brands will be better equipped to file a takedown request in marketplaces over an alleged dupe.”
“The process seems expensive. But if you think about it, it’s an investment in your brand. It’s an insurance policy for your brand,” she added. “It helps to make that small investment on the front end to avoid a messy rights dispute or infringement case on the back end.”
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