{"id":7507,"date":"2025-03-27T11:39:23","date_gmt":"2025-03-26T22:39:23","guid":{"rendered":"https:\/\/www.jamesandwells.com\/?p=7507"},"modified":"2025-03-27T12:29:13","modified_gmt":"2025-03-26T23:29:13","slug":"intellectual-property-a-no-brainer","status":"publish","type":"post","link":"https:\/\/www.jamesandwells.com\/nz\/intellectual-property-a-no-brainer\/","title":{"rendered":"Intellectual Property a no-brainer"},"content":{"rendered":"

First published in Supermarket News March 2025 edition – written by Monique Balvert-O\u2019Connor<\/strong><\/p>\n

Ben Cain\u2019s journey down supermarket isles enables him to indulge his interest in the likes of product labels, logos and packaging design.<\/p>\n

The Tauranga man, who is a partner with intellectual property legal firm James and Wells, describes himself as \u201ca brand man on a mission\u201d. His quest involves ensuring that those proposing to launch new products on the market are properly armed with trade mark and registration information.<\/p>\n

Since the start of last year, Ben has amplified his focus on having meaningful conversations with design agencies, marketers and FMCG organisations like the NZ Food Innovation Network and NZ Beverage Council. The aim is to help with awareness around different types of IP assets, in particular \u2018non-traditional\u2019 trade marks such as shapes and colours and design registrations. It\u2019s vital, he says, that people are aware of both the types of IP assets and the need to prioritise intellectual property (IP) early in their new product development journey.<\/p>\n

\u201cIn my experience, there can be a tendency among start-ups to focus on \u2018let\u2019s get that brand, let\u2019s get the label, let\u2019s spend capital on stock and promotion, let\u2019s get revenue\u2019. All of those things are important, of course, but so, too, are IP rights which start-ups might consider are a medium to long-term priority rather than an immediate one, or are too expensive to secure. Start-ups might also miss out on securing IP assets because they\u2019re just not aware of what\u2019s obtainable. But IP thought should be prioritised early on,\u201d he advises, adding that this stance is endorsed by the NZ Food Innovation Network in its Jumpstart resources, for example.<\/p>\n

\u201cThere\u2019s a greater need, I perceive, for clients and agencies, with the support of organisations like NZ Food Innovation Network and NZ Beverage Council, to think more about registerable IP assets like non-traditional trade marks and design registrations at the start rather than at the end, or near the end, of the creative process. Consideration of such assets at the start may not only alter the course a design project takes, it may also unlock significant value for both the agency and client down the track. By unleashing design, you can unlock IP assets\u201d.<\/p>\n

A key part of Ben\u2019s work goal is to have robust conversations with brand and packaging design agencies. He\u2019s keen for businesses, and those working on their product designs, to \u201cknow what they can do, what they could do, and what they should do.\u201d<\/p>\n

There\u2019s also a need, he says, to break down some barriers as he\u2019s found creative agencies and lawyers are not necessarily great at communicating with each other.<\/p>\n

\u201cAs a collective I believe we can do better. Lawyers are great at talking to clients, agencies are great at talking to clients, but lawyers and agencies are not great at talking to each other. There needs to be a conversation that goes around and works to benefit all.\u201d<\/p>\n

Ben\u2019s a good man for this job. Before practicing law, he was a brand man for 15 years, managing product design, marketing and branding projects for a diverse range of international and domestic brands.<\/p>\n

He backs up his IP convictions with various scenarios that involve the need to think ahead. From a Food and Beverage perspective, he says, those launching product shouldn\u2019t just think about what they can afford now and where they want to sell in the short term, but rather what they are likely to afford – and where they could possibly be – in the future so the scope of their IP protection is appropriate.<\/p>\n

For example, he says, the goal may not be to solely sell a in NZ and Australian markets. A key market in the future could be the USA, so there\u2019s a need right at the start to check whether the selected trade mark can be used there, too.<\/p>\n

\u201cIf you haven\u2019t thought ahead you may need a dual brand strategy or a total re-brand which is costly. Think wide from the start.\u201d<\/p>\n

Another scenario involves the possible desire to sell-up. A potential investor is likely to ask what IP protection exists. If the answer is not satisfactory the response may be \u201cwhy spend all this money when there\u2019s no barrier to competition\u201d. IP adds value to a business. The sale value of a business is invariably greater if it has registered IP assets.<\/p>\n

Ben also speaks of the advantages of investing in product identification. Instead of putting a newly developed beverage, for example, in a standard bottle, think about paying extra for a mould for a specific bottle. Tuatara beer, Quick Brown Fox and Coca Cola are examples he cites of companies that have done so, and their product stands out on the shelf \u2013 recognisable even without their label and bottle colouring.<\/p>\n

\u201cIf you can afford the tooling now (for a specific mould), great; if not get a design developed by a product agency and get that registered. Then you are buying yourself an ambition to use it in the future. Think of your goal. You don\u2019t have to use it straight away. If you decide to use the design, it is there. You could always sell it overseas or license it to gain a passive income stream. Broaden your scope through horizonal, strategic thought.\u201d<\/p>\n

Registering a design early in the piece is also important, he says, because as soon as a design becomes public, there\u2019s no going back to register it as a design. While there\u2019s the potential to go back and register it as a trade mark, too bad if, in the interim, someone in an overseas market has got in first, he says.<\/p>\n

For businesses for whom budget is a barrier to getting registered protection, Ben advises talking to an IP lawyer to devise a plan that is as budget friendly as possible. Just don\u2019t forgo having that conversation right at the start, he says. It is a crucial part of laying solid business foundations.<\/p>\n

James and Wells is a NZ Beverage Council member. <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

First published in Supermarket News March 2025 edition – written by Monique Balvert-O\u2019Connor Ben Cain\u2019s journey down supermarket isles enables him to indulge his interest in the likes of product labels, logos and packaging design. 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