Using Content to Build Trust with Customers — Key IP Considerations

Executive Summary

In the increasingly fractured media market where consumers are presented with growing choices of content and technological means to avoid seeing ads altogether, many brands are turning to building a library of their proprietary intellectual property and using a network of owned-and-operated distribution channels to reach their customers. By establishing a direct channel of communication with content and a pipeline that brands control, brands can better control the message and establish more open trust with their customers. In this session, learn about key legal issues every lawyer should know when advising clients on creating, sourcing, distributing, and in some cases, monetizing its intellectual property used in advertising and marketing.

Po Yi
Manatt, Phelps & Phillips, LLP

Cristian Torres
Assistant General Counsel, Sales & Marketing
Volkswagen Group of America, Inc.

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