Building a Long Term Brand Protection solution - the Lego story [Part 3]
No caption necessary This is the third and final post in the series on the Second Brand Protection Conference in Frankfurt. This post is all about Mette Andersen's insights into the LEGO Group. For me, this was one of the most fascinating and informative talks. Whilst it was focused on the LEGO brand protection experience, the lessons that Mette shared provide an excellent framework for all brands on their IP journey. I am sure IPKat readers will find the story similarly inspiring. Background The business was aware of the importance of IP rights from the moment they made their transition from wooden toys to plastic bricks with the well known circular connecting tubes that enable everything from the Death Star to Hogwarts to be created with relative ease. Because the LEGO Group is such an established business, many of these rights have now expired. For example their patent over the tubes and the way in which they interact expired in 1978...