® YOU OK HUN?

WHY IP AND PROTECTING YOUR BRAND MATTERS

NOBODY BUILDS A BUSINESS IN A VACUUM. EVERY FOUNDER WORTH THEIR SALT HAS STUDIED SOMEONE- PORED OVER A RIVAL ' S WEBSITE AT MIDNIGHT, ADMIRED A COMPETITOR ' S PACKAGING IN THE SUPERMARKET AISLE, SCREENSHOTTED A STRANGER ' S INSTAGRAM GRID WITH A MUTTERED " OOH, THAT WORKS ". LEARNING FROM THE GREATS IS HOW COMMERCE HAS ALWAYS WORKED AND THERE ' S NO SHAME IN IT- THE TROUBLE STARTS WHEN LEARNING LEANS INTO LIFTING. WHEN A COMPANY STOPS INNOVATING AND SIMPLY COPIES WHAT ' S ALREADY OUT THERE, IT SLIDES INTO THE SEA OF SAMENESS- THAT BEIGE EXPANSE WHERE EVERY LOGO, STRAPLINE AND COLOUR PALETTE LOOKS SUSPICIOUSLY LIKE THE ONE NEXT DOOR- LOSING THE VERY EDGE THAT MADE CUSTOMERS CARE IN THE FIRST PLACE. BY POLLY HUMPHRIS www. insidekent. co. uk • 177