2017 Europe Conference: Brand Authenticity

Registration and Information Desk Open

Networking Coffee

Welcome and Opening Remarks

Etienne Sanz de Acedo, International Trademark Association (INTA) (United States)

Conference Co-Chairs:  

Jessica Murray, Toms Shoes Inc. (United States)
Mladen Vukmir, Vukmir & Associates (Croatia)

Keynote

Santiago Peralta
Founder, Pacari Chocolate (Ecuador) 

Pacari chocolates are sold in more than 38 countries and has been awarded top honors at chocolate shows around the world. Hear from Pacari Chocolate’s founder, Santiago Peralta, as he shares his brand’s journey to create a transparent model of tree-to-bar manufacturing and Pacari’s commitment to sustainability and social responsibility.

Session I—The Evolution of Corporate Social Responsibility

The concept of corporate social responsibility (CSR) is not new, but where it fits into a brand’s DNA has been transformed in recent years. For many, CSR started as a philanthropic effort, but as time and consumer wants evolved, so has the role of CSR. Now many companies embed CSR in the business cycle, and it is no longer a “nice-to-have but a “must-have” in business planning and delivery. Join a panel of experts as they talk about the CSR journey of their companies and understand why brand is at the center of any CSR journey.

Moderator/Speaker:
Pieter van Den Bulck, Anheuser-Busch InBev S.A. (Belgium)

Speakers:
Katja Assmann, Demeter-International e.V. (Germany)
Joseph J. Ferretti, PepsiCo, Inc. (United States)
Patricia Magaña-Spiegel, Fairtrade International (Germany)
Frederick W. Mostert, Research Fellow at the Oxford Intellectual Property Research Centre, University of Oxford, and a Visiting Professor at King’s College, London (United Kingdom)

Networking Break

Session II—Navigating the New Green Landscape: The Intersection of Trademark Protection and Regulatory Requirements

As brands look to go green and introduce sustainable product lines to their offerings, brand lawyers need to be adept at what can be said, what can be owned and the gray space in between. Hear from a panel of experts as they discuss the regulatory landscape in key European countries as to use of the terms such as “bio” and pictorial representations such as the image of a leaf.  This panel will help attendees navigate the dos and don’ts of what to say about the “sustainability” of their products with real-world examples that show how business and legal teams have developed brands that successfully navigate both regulatory and branding “rules.”

Moderator:
Mette Andersen, LEGO System A/S (Denmark)

Speakers:
Giulia Di Tommaso, Elipe Limited (United Kingdom)
Laetitia Lagarde, Baker & McKenzie (United Kingdom)

Networking Lunch

Session III—3D Printing: Friend or Foe?

Technological advances make consumers’ lives easier—information is available at our fingertips, and advances in our cars, our kitchens, and our computers, etc. One of the most profound developments in recent years has been three-dimensional (3D) printing. Whether 3D printing is the friend or foe of IP owners is a question this panel will debate. Hear some positive and unexpected uses such as the role 3D printing plays in IP enforcement efforts or in supporting the disabled. Of course, there are some who think 3D printing will negatively impact the future of IP. Join the debate as we hear both sides and you decide—is 3D printing our friend or foe?

Moderator:
Mette Andersen, LEGO System A/S (Denmark)

Speakers:
John F. Hornick, Finnegan (United States)
Lars Thalmann, Co-founder of e-NABLE Germany e.V. (Germany)

Session IV—Investment Opportunities: The Value of CSR and Sustainability

Hear from leading experts how to measure the CSR and sustainability efforts of a company from what it costs a company to maintain and what it adds to the bottom line. Learn how these efforts have the eye of investors and how it is impacting potential mergers and acquisitions and how the goodwill of a brand is enhanced when CSR and sustainability is done right.

Moderator:
Pieter van Den Bulck, Anheuser-Busch InBev S.A. (Belgium)

Speakers:
Adam Garfunkel, Junxion (United Kingdom)

Session V—Update on Court Decisions in Europe: Are the Courts Going Green?

Hear about the legal decisions over the last year in the European Court of Justice as well as some national courts—have key IP decisions gone green? Do we see any trends of note? This session will highlight some key decisions and answer the question “Are the courts going green?”

Interviewer:
David Stone, Allen & Overy LLP (United Kingdom)

Panelists:
Beate Schmidt, President of the Federal Patent Court (Germany)
Alexander von Muhlendahl, BARDEHLE PAGENBERG Partnerschaft mbB (Germany)

Networking Break

Session VI—CSR and Sustainability: Developing Countries, Law Firms and More

Although many look to the developed world and traditional resources for guidance on improving corporate sustainability and CSR scores, some of the best guidance can be found in unexpected sources. Developing countries with limited resources have created transformational CSR programs, and even law firms hold certifications related to their sustainability efforts and their commitment to pro bono efforts.  Hear real-world examples of what can be done to improve the world we live in and how doing good has had a positive impact on brand reputation and value.

Moderator:
Mladen Vukmir, Vukmir & Associates (Croatia)

Speakers:
Peter Dernbach, Winkler Partners (Taiwan)
Camille van Gestel, Founder-CEO, Waka Waka (Netherlands)

Wrap-Up from Conference Co-Chairs

Networking Reception

Registration and Information Desk Open

Networking Coffee

Welcome Back by Conference Co-Chairs

Keynote

Aiko Bode, Group Chief Sustainability Officer
Fenix Outdoor International AG (Germany)

Hear from the owner of the FJÄLLRÄVEN brand about the importance of sustainability and its direct impact on brand value!

Session VII—Being Sustainable: Understanding Certification Options

A commitment to sustainability includes seeking certification that your products meet relevant guidelines. Hear from a panel of experts as they identify a number of certification options, including the new EUIPO certification marks—what the mark stands for, how to obtain it, how to maintain it, and how to integrate the certification requirements into a traditional IP portfolio management and enforcement strategy.

Moderator:
Marion Heathcote, Davies Collison Cave (Australia)

Speakers:
Giulia Di Tommaso, Elipe Limited (United Kingdom)
David Stone, Allen & Overy LLP (United Kingdom)

Session VIII—Brands and Non-Profit Collaboration: Helpful Hints to Navigate the Options

In 2016, there was a trend to form collaborations among brands aligning with not-for-profit organizations and government associations that handle various aspects of CSR and environmental concerns. All brands struggle with the decision of which group to join and how to handle the IP component of the collaboration. Join the discussion as we identify some key players and the factors to consider before you add a group to your dance card!

Introduction by:
Claus Eckhartt, BARDEHLE PAGENBERG Partnerschaft mbB (Germany)

Speaker:
Wolfgang Scheunemann, German CSR-Forum (Germany)

Networking Break

Session IX—Cultural Sustainability

We focus on the future, sometimes to the detriment of our past. Honoring where we come from is an important part of where we should go. Learn the importance of indigenous rights and geographic indications, and learn how cultural sustainability is at the core of every business. Discover what brand lawyers can do to educate their clients on these issues and to support cultural sustainability in their pro bono efforts.

Moderator:
Marion Heathcote, Davies Collison Cave (Australia)

Speakers:
Janet M. Fuhrer, Ridout & Maybee LLP (Canada)
Kiri R. Toki, World Intellectual Property Organization (WIPO) (Switzerland)
Massimo Vittori, oriGin (Switzerland)

Networking Lunch

Session X—Champions of Change: Diversity and Inclusion for Brands and Brand Professionals

In these volatile political times, what a brand stands for in its community is just as important as the products the brand owner sells. Brands are no longer on the sidelines of political debates. If a brand owner embraces diversity in its ideology and brand offerings, such diversity will appeal to a brand’s diverse consumers. Hear how companies are integrating programs internally and externally that reflect their commitment to diversity and inclusion. Real-world examples from around the globe will be the backdrop for the discussion. The panelists will use case studies to discuss what is working, what isn’t working, and how this issue is not the exclusive province of brand owners.

Moderator:
David Stone, Allen & Overy LLP (United Kingdom)

Speakers:
Putri Realita, Danone (France)
Ronald van Tuijl, JT International S.A.

Session XI—Anticounterfeiting and CSR: Unexpected Partners

Counterfeiting impacts not only a company’s bottom line, but it also has a huge negative effect on our communities and the environment. Ignoring regulations, counterfeiters provide substandard work conditions and do not comply with environmental or legal standards, thus affecting our communities and our quality of life. Some companies have stepped up their anticounterfeiting efforts to stem the tide of human trafficking and negative environmental impact, but can companies sustain this fight alone? Hear about the challenges and how companies are finding creative solutions in their anticounterfeiting efforts, including engaging senior leadership in the fight, undertaking safer product destruction, and working together to make sure that the cost of being right is not too high a price to pay.

Moderator:
Pier Luigi Roncaglia, Siblegal (Italy)

Speakers:
Lisa M. O’Hal, V.F. Corporation (United States)
Jessica Murray, Toms Shoes Inc. (United States)
Brandon Scott, Abercrombie & Fitch Co. (United States)

Networking Break

Session XII—CSR and Social Media: The New Storytelling Tool for Brands

Brands are using various social media and media outlets to talk about CSR, sustainability efforts and ethical issues with a lens toward brand preservation and authenticity. These ethical conversations can reshape a brand image and its preservation. Join the debate as some companies talk about the effectiveness of these communications and others wonder whether these conversations are advertising and therefore worthy of regulatory oversight.

Moderator:
Claus Eckhartt, BARDEHLE PAGENBERG Partnerschaft mbB (Germany)

Speakers:
Adam Garfunkel, Junxion (United Kingdom)
Michelle Mancino Marsh, Arent Fox (United States)

Closing Remarks and Thank You

This conference qualifies for Continuing Legal Education (CLE) credits and Continuing Professional Development (CPD) points. For more information, please email [email protected].

Tuition Assistance

Tuition assistance may be available to eligible professionals on the basis of financial hardship. For more information and to apply, please request an application by sending an email to [email protected]. Proper documentation will be required.

INTA would like to thank the Project Team for its excellent work in planning and presenting this conference.

Co-Chairs
Jessica Murray, Toms Shoes Inc. (United States)
Mladen Vukmir, Vukmir & Associates (Croatia)

Project Team
Mette Andersen, LEGO System A/S (Denmark)
Claus Eckhartt, BARDEHLE PAGENBERG Partnerschaft mbB (Germany)
Marion Heathcote, Davies Collison Cave (Australia)
David Stone, Allen & Overy LLP (United Kingdom)
Pieter van den Bulck, Anheuser-Busch InBev S.A. (Belgium)

INTA Staff Liaisons
Dionne Downs, International Trademark Association (United States)
Iris Gunther, International Trademark Association (United States)
Dolores Moro, International Trademark Association (United States)
Héléne Nicora, International Trademark Association (Belgium)