CincyBrand for 2014, Cincinnati’s premier conference on branding, takes place on Tuesday, April 22, 2014 at The Phoenix in downtown Cincinnati.
Karen Gaunt is moderating the “Branding in the Digital and New Media Arena” Panel.
Gone are the days of traditional branding campaigns. No longer are new marketing campaigns developed and rolled out slowly and deliberately, with the brand maintaining full and complete control of all aspects of the campaign and brand message. This panel on digital new media is comprised of in-house counsel who, on a day to day basis, manage digital marketing campaigns for some of the world’s best known brands. The panel will explore trends and developments in the evolving world of digital advertising, and will provide keen insights into how to manage a successful digital campaign, often in real-time. We will discuss the particular legal issues relative to brand protection and brand development that can arise when undertaking a digital promotion, and provide guidelines and best practices for ensuring a smooth and successful campaign. The discussion will also cover use of social media in advertising campaigns and the risk/reward that such campaigns can present to the brand. The panel will discuss how to provide meaningful risk assessments and guidance to brand owners and managers, and will discuss how to get both legal and marketing on the same page so they can work together in this ever-changing landscape.
Eric Combs is moderating the “Sports Marketing” Panel.
Brands are invaluable assets for teams, leagues, conferences, associations, and other properties in the sports industry. This panel will focus on some of the peculiarities of branding and trademark issues for sports industry properties. Team, league, and conference expansion, relocation, dissolution, and voluntary re-branding all raise issues particular to properties in the sports industry. We will also examine underlying trademark issues when developing new team names or logos to grant of rights provisions in media rights agreements as well as legal issues such as the complexities of trademark clearance, enforcement, and business issues such as branding costs and benefits.
Jim Kipling will co-present “How to Represent a Super Hero and other Mere Mortals.”
A practical guide on how to best represent the interests of a licensor (and its famous characters, people and brands) and understanding the key elements of a license agreement. Seth Lehman, Spiderman’s attorney, will explain the interests of the licensor while Jim Kipling, former General Counsel at Hasbro, will represent the interests of the “downtrodden licensee” in an interactive discussion on licensing, particularly as it relates to merchandise licensing.