Life in the information age has transformed what we mean by "products." A product used to be anything you could taste/touch/feel. Today, information about a products is  just as, or more valuable, than the product itself. Securities laws and Intellectual Property (IP) law are all about the legal protection of information. Episode 7 puts a spotlight on IP.

Intellectual Property is Erika Murray's speciality. As a a lawyer, a professor, executive, innovator, and tech startup founder she's an expert on IP related issues. She holds a law degree as well as a PhD in Chemical engineering. Erika Murray is the Director of Innovation and IP Services at PCK Intellectual property in Toronto - PCK is one of North America's leading IP firms that services large multi-national companies, small to medium enterprises, and start-ups. 

Graphos CEO Laurier Mandin and Andreas Schwabe talk with Erika about what businesses need to know about Intellectual Property.

https://graphosproduct.com
https://www.pckip.com

What Product Brands Need to Know about Intellectual Property Law with Erika Murray

We‘re all obsessed with product brands, especially those driven by a vision and purpose. Product: Knowledge explores the art of the product launch, from secret Obsession Branding™ techniques to product positioning, product-market fit and other specialized attributes of product marketing that combine to become the difference between stratospheric success stories and catastrophic product failures. It’s the podcast about creating and marketing SaaS, B2B and consumer products people truly need.

Laurier Mandin is founder and CEO of Graphos Product. As the leader of an international product marketing agency, he flushes out insights and creates a window into the fascinating world of product Go-to-Market strategy and successful product launches.

https://graphosproduct.com/

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It can be infuriating when your marketing efforts get zero traction. Wouldn't it be great if you could focus on activities you know will generate results? Chris Smith, cofounder of Curaytor and author of the bestselling (and newly revised edition of) The Conversion Code, shares data-proven ways to attract and convert buyers by making smarter use of tools from text messages to TikTok.

Cracking the Conversion Code for your Product, with Chris Smith

Would you prefer to learn before launch that your new product idea has flaws that will stop customers from buying? Or wait until it's built and much harder to fix? Validation research through focus groups, surveys and polls can deliver insights important enough to change a product's fortunes—IF you ask the right questions and know what to listen for. Darshan Mehta has written a book about capturing insights, and shares what you need to know to get it right.

Getting to “Aha!” in Product Validation, with Darshan Mehta

Nearly all product companies grapple with pricing. What model is the best fit? How do you maximize the market value for a novel product without losing customers when it comes time to pay? Dan Balcauski helps high volume SaaS companies assess pricing practices and optimize pricing and packaging, guiding his clients to make the most impactful pricing decisions and communicate value convincingly to decision makers.

Pricing a Product for Long-Term Profit, with Dan Balcauski

Ever noticed that while most brands battle constantly with competitors for small gains, leaders like Apple, Tesla and Amazon play in an entirely different sphere? Stan Bernard, author of “Brands Don't Win” believes it's because the branding game is a lost cause. In this episode, he tells you how leaders transcend branding by creating a game no one else can win — and how to do it for your own product.

The Secret System Behind the World’s Top Products, with “Brands Don’t Win” Author Stan Bernard

R-RRIP! That was the way we've marketed and sold products for ages, being torn apart. Facebook, Google Ads and other digital ad platforms have been hammered by consumer privacy implementations, making it impossible for many advertisers to sell their products online profitably. Meanwhile, ongoing supply chain issues are making costs and material availability a nightmare. Maureen Mwangi teaches growing product makers to navigate challenges like these profitably, and joins host Laurier Mandin to share advice and insider tips from her work in launching products for the likes of Lays, L'Oréal, Dove and Chobani.

What Product Brands Need to Know about Intellectual Property Law with Erika Murray

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