In this episode, I talk with Shireen Smith, author of 'Brand tuned, The new rules of branding, strategy and intellectual property'. Shireen is an IP lawyer that specializes in branding. She has been advocating for deeper relations between the fields of IP and branding and I subscribe to this idea. The role of distinctiveness is both legally and strategically essential in brand-building.

We talk about:

• Intellectual property and its relationship to branding
• Trademarks, copyright, and patents
• Shireen's book, Brand tuned
• Differentiation and distinctiveness

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