Licensing Executives Society Oregon SW Washington Chapter

IP Beyond ID Leveraging Trade Dress to Enhance and Develop Brand

TOPIC OVERVIEW Trade dress of a product or a service is often overlooked in a company’s overall branding and trademark strategies. Sophisticated companies are using trade dress in ever expanding ways to establish brand recognition. Trade dress has been traditionally limited to product packaging such as the unique shape of the Coke bottle, but it has now become much broader and pervasive. Companies are developing unique building designs and restaurant layouts, integrating logos into product and store designs, establishing exclusive use of color in signage, ads and displays. Through examples and case studies, the presenters from Ziba Design and Stoel Rives LLP will describe what is happening in the marketplace and provide predictions of what may be in store for the future.

SPEAKER Jeremy Kaye Jeremy Kaye is a Creative Director at Ziba Design with extensive experience in global business strategy, design management, product development and brand marketing. As an entrepreneur and director with major global corporations Jeremy has worked with some of the world’s foremost apparel and consumer product companies (Nike, Gap Inc., J. Crew and Patagonia, IBM, P&G). At Ziba, Jeremy leads teams to create solutions for global clients by crafting compelling branded experiences that support key business strategies.

SPEAKER & DISCUSSION MODERATOR John A. Rafter, Jr. Jay is a partner in Stoel Rives' Intellectual Property practice group. His background includes experience obtaining both trademark and patent protection for clients in a wide range of technology. He is experienced in managing major client patent portfolios, preparing opinion letters and negotiating licenses. He has also represented clients in enforcing or defending intellectual property rights via patent, trademark, and trade dress litigation in several districts of the federal courts, patent interference proceedings before the U.S. Patent and Trademark Office Board of Appeals and Interferences, and trademark opposition proceedings, including successfully defending a trade dress claim before the 9th Circuit Court of Appeals.

REGISTRATION: $20: LES members $25: Non-members $10: Students (with ID)

$5 additional for on-site registration

*Members of the following organizations will receive the LES Member rate SAO, TechAmerica, Oregon Bio

What’s making you feel lost in your marketing?

Your Brand, your Marketing, is one of those things that feels like it should be easy; people act like it should come naturally. You try, but indecision paralyzes you, and everything sounds over-the-top, too weak, or just …sigh… weird.

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On day 1 of Brand Camp you’ll learn how to:

…articulate the WHY of what you do …find your best customers …stand. out.

How can we top that?

On day 2, you’ll learn how to:

…carry out your vision on your own terms with the basics of marketing and social media (insta-what?), and make real, live connections to experts in graphic design, web design, photography and more. -Learn + Do = Marketing ready-to-go

You will work intensively to sharpen your marketing tools and tactical implementation, all while making great connections within a small class size. Be prepared to have homework every week and really get to know your business in a new way.

When: Nov. 5th (session 1) & Nov. 19th (session 2)

Where: 1306 NW Hoyt St. #300, Portland, OR 97209

Pricing: $150 for one session, $250 if you sign up for both at the same time (includes lunch @ Paragon)

Email [email protected] if you're interested!

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