Brand & New

On this episode of Brand & New, INTA Chief Policy Officer Heather Steinmeyer sits down with David Gooder, INTA's newly appointed Senior Advisor and former Commissioner for Trademarks at the United States Patent and Trademark Office (USPTO). 

In this insightful conversation recorded at INTA's 2025 Annual Meeting in San Diego, California, Ms. Steinmeyer and Mr. Gooder explore the evolving role of global intellectual property (IP) offices, as well as the delicate balance IP offices must strike between serving their users and advancing broader competitiveness goals. 

Mr. Gooder shares his unique perspective from both sides of the IP ecosystem, having worked as chief trademark counsel at Jack Daniels Properties before leading the USPTO's trademark operations through five transformative years. 

As he transitions into his new role helping INTA deepen collaboration with IP offices worldwide, this conversation offers valuable insights into the future of IP protection and the strategic importance of trademark systems in fostering global competitiveness. 

Resources:  

About David Gooder 

INTA Welcomes David Gooder as Senior Advisor (INTA, May 2025) 

David Gooder to depart USPTO (USPTO, February 2025) 

Innovation is arguably the holy grail for business success. It fuels new and increased market share, profits, and brand value. And, ultimately, it is the pathway to industry leadership and legacy. “Disruptive innovation” is a term coined by Harvard Business School professor, Clayton Christenson, in the 90’s. It describes a process by which entrepreneurs break the low end or new market and create business models that are different from existing ones in those markets, thereby disrupting the status quo and, usually, driving change in the market sector and beyond.

In this episode of Brand & New we will zoom in on the idea of disruptive innovation, what it means, how it translates into intellectual property, how brand professionals can support and even advance it, the right corporate culture to foster it, and what disruption may look like in the near future. We also look at these topics against the backdrop of recent and rapid developments in artificial intelligence. Our guest, Aoife McArdle, has a storied career in this space, exemplified with experiences at the forefront of many disruptive innovators, including at Airbnb, Apple, and Skype. A law and business development expert by training, Ms. McArdle is a strategic thinker who has been a key initiator and driver in the rapid growth of many startups and well-established companies. 

Ms. McArdle occupied prominent legal leadership roles in major international tech companies. This includes five years as European legal counsel at Apple, more than five years at Skype as their global head of commercial and regulatory affairs. As a founding leader of Airbnb’s Experiences business, she led their business affairs unit and their work in the areas on social impact and diversity and inclusion. In this role, she initiated and led a 10-year global partnership deal with the International Olympic Committee, the largest such deal for the company. With her broad experience navigating complex regulatory and policy environments for companies expanding globally, Ms. McArdle has become a sought-after innovation and disruption expert.

Brand & New is a production of the International Trademark Association
Hosted by Audrey Dauvet - Contribution of M. Halle & S. Lagedamond - Music by JD Beats

FOR MORE INFORMATION, VISIT INTA.ORG

To go further:
https://www.linkedin.com/in/aomcardle/

Also of interest:
https://hbr.org/2015/12/what-is-disruptive-innovation

The theme for World IP Day 2025 is "IP and Music: Feel the Beat of IP." In celebration, this episode of Brand & New features the founders of The Opposition™, a band comprised entirely of International Trademark Association (INTA) members. Host Willard Knox, chats with two of the band’s co-founders, Richard Dissmann and Jason Vogel, to uncover how this unique musical collective came together and evolved into a must-see phenomenon at INTA Annual Meetings. 

From their humble beginnings to drawing crowds of 2,000+ intellectual property (IP) professionals at their performance at the 2024 Annual Meeting in Atlanta, Georgia, The Opposition™ shares behind-the-scenes stories of balancing legal careers with their love for music. The duo also offers fascinating insights on the intersection of IP and AI in the music industry. 

Resources:  

World IP Day 

About Richard Dissmann 

About Jason Vogel 

Today we're kicking off the first of four episodes of our Women Leaders Series, presented in collaboration with INTA’s Women's LeadershIP Initiative.  

Now in its fifth year, the Women's LeadershIP Initiative was launched to champion and advance women's leadership in intellectual property (IP), and today's episode is the perfect embodiment of that mission as we explore the remarkable history of women in IP.  

On this episode of Brand & New, host Ayala Deutsch talks with two distinguished guests who offer unique perspectives on women in the field — Virginia S. Taylor, who has had an illustrious career spanning decades in IP law, and Professor Amanda Levendowski, founding director of The Intellectual Property and Information Policy Clinic at Georgetown Law.  

Resources: 

Amanda Levendowski

Virginia S. Taylor

About Florence King

About Edith Griswold

About Miriam E. Benjamin 

About Barbara Ringer

The Women’s LeadershIP Initiative Marks Five-Year Anniversary  

In part one of our special series, we examined how brands are responding to the dupe revolution. As young consumers embrace affordable alternatives, traditional brands face a choice: adapt or risk losing an entire generation of customers. 

Here, brand expert Jessica Binns returns to analyze how some brands are successfully navigating this new landscape and the broader implications for brand loyalty. IP attorney David Lipkus delves into the legal tools available to brands and explores how different jurisdictions approach the legality of dupes. The episode features an extended conversation with influencer Cassandra Bankson. 

This episode is part two of a special series in collaboration with INTA's Unreal Campaign, an initiative that educates young consumers about the importance of trademarks and brands. 

 Inside the Dupe Revolution | Part 1 

RESOURCES: 

• INTA's Gen Z Insights: Brands and Counterfeit Products Study (2019) 
• About the Unreal Campaign 
• INTA Fact Sheet: Protecting a Trademark 
• About Cassandra Bankson 
• About Jessica Binns 
• About Alastair Gray 
• About David Lipkus 

In part one of our special investigation, guest host Alastair Gray, Director of Anticounterfeiting at INTA, explores how dupes evolved from simple product alternatives into a cultural movement that's reshaping retail. The episode traces this evolution from INTA's 2019 study on Gen Z's relationship with counterfeit products to today's viral dupe culture. 

The journey begins with intellectual property attorney David Lipkus breaking down the crucial legal distinctions between dupes and counterfeits. Brand strategist Jessica Binns then examines how social media has normalized and amplified dupe culture among young consumers. The episode culminates with insights from beauty influencer Cassandra Bankson, who shares a unique perspective from the front lines of this movement, including how she evaluates and recommends dupes to her more than two million followers. 

This episode is part one of a special series in collaboration with INTA's Unreal Campaign, an initiative that educates young consumers about the importance of trademarks and brands. 

Inside the Dupe Revolution | Part 2 

RESOURCES: 

• About Cassandra Bankson 
• About Jessica Binns 
• About Alastair Gray 
• About David Lipkus 
• INTA's Gen Z Insights: Brands and Counterfeit Products Study (2019) 
• About the Unreal Campaign 
• INTA Fact Sheet: Protecting a Trademark 

The World Wide Web launched in the public domain on April 30, 1993, a little over 30 years ago. It was a major technological leap forward for humanity. It was a game changer, full of possibility… and uncertainty. 

 Experts are reminding us a lot lately that artificial intelligence (AI) has also been around for many decades. Nevertheless, much like the Internet in the 1990s, ChatGPT becoming publicly available in November 2022 represents another paradigm shift for humanity and its relationship with technology. One billion ChatGPT web visits took place following its launch. According to PwC, AI is predicted to contribute $15.7 trillion to the global economy by 2030. Yes, the stakes are high. Yes, it’s a game changer. Yes, it’s full of possibility… and uncertainty.

 Last month, the International Monetary Fund (IMF) released a study predicting that AI will affect close to 40 percent of all jobs. For some, it will be beneficial, boosting their productivity. For almost everyone else, their jobs are at risk. This report was published as business and political leaders from around the world prepared to gather in Davos, Switzerland, for the World Economic Forum, where AI took center stage. Highlighting the apprehension around this “disruptive” technology, the response from governments has been surprisingly swift. A number of countries signed a declaration on the safe development of the technology at an AI Safety Summit hosted by the UK late last year. And we’re seeing increased regulation around the world, including in the European Union, China, and the U.S., meaning in the world’s largest economies. 

 As businesses across all sectors explore AI’s potential, they must also wade through its unknowns and navigate evolving regulation. In other words, they must innovate and use AI responsibly. 

Our guest today is Jon Iwata. He is an Executive Fellow at the Yale School of Management where he co-leads a program studying the leadership implications of stakeholder capitalism. He also directs the Data & Trust Alliance, a not-for-profit organization established in 2020 by CEOs of major companies including American Express, Johnson & Johnson, Nike, Pfizer, Starbucks, and Walmart. The Alliance develops and promotes the adoption of responsible data and AI practices. Among his various accolades and accomplishments, Mr. Iwata is also the co-inventor of a U.S. patent for a nanotechnology and process for atomic-scale semiconductors.

 Resources:

•  About Jon Iwata
•  The Data & Trust Alliance
•  AI Will Transform the Global Economy. Let’s Make Sure It Benefits Humanity. (IMF, January 2024)
•  AI - artificial intelligence - at Davos 2024: What to know (WEF, January 2024)
•  AI and the Legal World: A Revolution Happening in Real Time (Brand & New, November 2023)
•  Will AI Take Your Job? (INTA Daily News, May 2023)
•  How AI Will Impact Trademarks (INTA Daily News, May 2023)

Artificial intelligence (AI) can streamline processes, improve efficiency, and provide valuable insights. Zooming in on its impact on the legal industry, AI has already proven to excel at tasks such as legal research, document analysis, and contract review. This is enabling lawyers to handle large volumes of data more quickly and accurately than ever before. However, some of the legal profession fear how AI will impact their jobs. And that fear isn’t unfounded. Goldman Sachs estimated in a 2023 report that 44 percent of current work tasks in the legal field could be automated. What does AI hold for the legal practice? Is it the threat that we most commonly hear about—Are we all going to be replaced by machines? Or is it an opportunity to evolve? Or maybe both? In short, is AI the revolution that many talk about for the legal world, and how can we prepare for it?

Our guest today is no less than Richard Susskind. Mr. Susskind is a renowned expert and visionary in the field of law and technology. With a career spanning several decades, he has made significant contributions to our understanding of how AI is transforming the legal profession. Mr. Susskind is not only a prolific author but also a sought-after speaker and consultant, advising governments, law firms, and legal organizations on how to adapt in the Digital Age.

His work has been translated into 18 languages, and he has been invited to speak in over 60 countries. He has written 10 books including The Future of Law, Tomorrow’s Lawyers, and, with three editions, The Future of the Professions with Daniel Susskind, with the last edition was published in 2022. He has also published two editions of an online course titled, “The Future of Justice.” He has also contributed more than 150 columns to The Times. In 2000, he was appointed an office of the Order of the British Empire by Her Majesty, the Queen. In 2022, it was announced that His Majesty the King, had approved Mr. Susskind appointment as an Honorary King’s counsel. 

Brand & New is a production of the International Trademark Association
Hosted by Audrey Dauvet - Contribution of M. Halle & S. Lagedamond - Music by JD Beats

FOR MORE INFORMATION, VISIT INTA.ORG

To go further:
https://www.linkedin.com/in/richardsusskind/?originalSubdomain=uk

Also of interest:

Richard Susskind’s official website
Beware of "Technological Myopia," Richard Susskind Says About GPT-3.5 (law.com, February 2023)
How will leveraging AI change the future of legal services? (Reuters, August 2023)
India: The Artificial Intelligence Revolution and Its Intellectual Property Implications (Brand & New, June 2022)
Artificial Intelligence Threatens Trademark’s Gatekeeper Role (INTA Bulletin, February 2022)
Artificial Intelligence and Legal Research in the 21st Century (INTA Bulletin, December 2020)
The IPO of the Future—Think Tank Report & Checklist (INTA, November 2022)

We're wrapping up the year with a special episode of Brand & New.  Throughout the year, we concluded each episode by posing the same three thought-provoking questions to our distinguished guests, generating fascinating and sometimes surprising responses that reveal their diverse perspectives of the world today. 

Today, you'll hear rapid-fire insights from our incredible lineup of guests that represent the brightest minds in IP, business, and beyond. Whether you're a longtime listener or new to Brand & New, this episode—featuring our hosts Ayala Deutsch, Willard Knox, and Heather Steinmeyer—offers a perfect snapshot of the critical conversations driving brands and intellectual property forward. 

Resources: The International Trademark Association (INTA)