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In-House Practitioners Workshop and Luncheon

Demonstrating the Value of Your Brand Team

Sunday, May 19
9:30 am–2:30 pm


Don’t miss your chance to register for this exclusive event, "Demonstrating the Value of Your Brand Team." Although it is universally accepted by many companies that their brand is the heart of their business and one of the company’s most important assets, it does not generally follow that the brand legal team is given a budget or resources commensurate with brand value. Consequently, the constant struggle of building a budget, justifying headcount, and enabling your team to grow and change as business needs evolve, may sometimes appear to be an insurmountable obstacle for many in-house teams.

This workshop presents an important opportunity for in-house practitioners to share their perspective and experiences and to bring home concrete tips and tools to help them demonstrate their value and to help them transform their team with innovative solutions to common problems.

Each session will include a panel presentation as well as significant time for discussion among the attendees. 

Already registered for the Annual Meeting? To add events, sessions, and guests to your registration, log into the Registrant Portal and click Add Sessions/Events on the top menu, and then click Add Guest/Session on the right menu. 


Schedule

9:30 am–10:00 am 
Networking Coffee
9:50 am–10:00 am 
Welcome from Workshop from the In-House Practitioners Chair and Vice Chair

Leanne Stendell, TGI Friday’s Inc. (United States)
Sharon Sorkin, Mars Wrigley Confectionery (United States)

10:00 am–11:00 am
Panel #1: Demonstrating Value Through Metrics 

Proving your value and budget management is a significant responsibility of any brand team. It is not just a once-a-year budget presentation but an ongoing responsibility. Also, a brand team is not a one-size-fits-all proposition—a brand team may be responsible for all of the IP of a company, it may deal with advertising, data privacy, corporate social responsibility and other issues. Trying to put numbers against responsibilities is an ongoing challenge.  By using real world examples, this panel will discuss the nature of their team’s primary responsibilities, what they measure and how, what has worked, and lessons learned.  These experienced leaders will tackle questions like: 
  • What metrics do you use to demonstrate the value of your team?
  • What have you found to be the biggest challenges to a metric-based value proposition?
  • Do you have specific tools that you use to track metrics?
  • How do you analyze the service providers that you use? Are they given specific metrics to perform against?
  • How do you justify outsourcing vs. insourcing?
  • How do justification toolkits support brand team members participation in continuing legal education and networking opportunities?
  • What have you found to be your big wins in cost savings while maintaining the team headcount? 
You will leave this session with new insights and actionable ideas to build your own case to demonstrate the value of your team! 

Moderator/Speaker:
Heidi L. Belongia, Kohl’s Department Stores, Inc. (United States)

Speakers:
Sarah Lockner, Ecolab Inc. (United States)
Sharon Sorkin, Mars Wrigley Confectionery (United States)   

11:00 am–11:50 am 
Table Discussion

Each table will have an opportunity to discuss its own experiences by participating in a facilitated discussion and answer questions such as:
  • What metrics do you use to demonstrate the value of your brand team?
  • What tools do you use to track the metrics of interest?
  • How do you prove the negative? (i.e., we didn’t have as many IP claims or lawsuits because of the proactive work the IP team does to prevent those issues.)
  • What benchmarking do you do and what benchmarking do you wish would be done?
The discussion will not be constrained by the above topics and participants will be able to shape the discussion. Time will be left at the end of the session to report out key questions, comments, roadblocks, and potential solutions.

11:50 am–12:50 pm 
Networking Luncheon
12:50 pm–1:35 pm 
Panel #2: Transforming Your Brand Team Through Innovation and Technology  

To be effective, legal teams need to not only embrace innovation and change but to drive it. Brand legal teams need to be at the forefront of leveraging technological advances, such as new information management systems, paperless workflows, artificial intelligence (AI), blockchain, and more—all while maintaining their day-to-day responsiveness to their business teams. 

This panel will share their experiences to help attendees develop an action plan to analyze, implement, and evaluate tools. The discussion will include: 
  • Practical applications of new innovations and what efficiencies have been achieved
  • Transformation of legal teams/transforming the IP team
  • AI/blockchain
  • Benchmarking—what is working and what is not working
  • New trademark-oriented technology available today to make your job easier, and the kind of experiences your peers have had with it
Moderator/Speaker:
Rashmi Chandra, Aetna Inc. (United States)

Speakers:
Joshua Burke, General Mills Inc. (United States)
Diane Lau, Facebook, Inc. (United States)

1:35 pm–2:20 pm 
Interactive Discussion

We will move tables to have another interactive discussion with new colleagues. Each table will have an opportunity to discuss its own experiences by participating in a facilitated discussion and answer questions such as:
  • What are the biggest factors driving change in your IP team today?  
  • How have you balanced integrating more technology into your day-to-day practice while maintaining your team’s headcount?
The discussion will not be constrained by the above topics and participants will be able to shape the discussion. Time will be left at the end of the session to report out key questions, comments, roadblocks, and potential solutions.      

2:20 pm–2:30 pm 
Workshop Wrap-Up and Next Steps

Leanne Stendell, TGI Friday’s Inc. (United States)
Sharon Sorkin, Mars Wrigley Confectionery (United States)   
Platinum Sponsors
Sponsors

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