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Podcast · Episode 16 of 25

Nestlé's Myrtha Hurtado Rivas on How IP Protection Strategies Should Respond to Evolving Technology

Myrtha Hurtado Rivas, General Counsel at Nestlé, joines us to discuss the current state of IP protection, how evolving technology presents opportunities and challenges to protecting brands, and how IP laws may evolve to address those new challenges.

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Episode 16 Future of IP Protection

Listen to the full conversation

In this episode, Branddy speaks to Myrtha Hurtado Rivas, General Counsel Brands, Marketing Properties, Licensing & Anti-Counterfeiting at Nestlé.

Myrtha and Branddy talk about the current state of IP protection, how evolving technology presents opportunities and challenges to protecting brands, and how IP laws may evolve to address those new challenges. They also discuss why you should never view an IP strategy as static, why brands need to pay attention to both global and local trends, and what the future of IP protection will look like.

Topics discussed

  • The current landscape of IP protection, which is a "mixed picture" that's covering physical and digital, and where some countries are advanced while others lag behind.
  • How IP laws might evolve, including where to revise old laws and where new laws might be needed.
  • How to develop an IP strategy, and why it's important to view your IP strategy as fluid, responsive to new tech, and following the business strategy.
  • Why you should follow global trends, but also pay attention to how local trends are impacting IP protection, too.
  • How to balance the need to protect IP while also encouraging innovation and creativity, especially from start-ups.
  • What the future of IP protection will look like, and how it needs to respond to new technologies and embrace change.
  • Advice for better IP protection, which includes thinking beyond legal services, staying on top of new technology, and onboarding the right talent.

Guest quotes

#1.)  

"We need to start reviewing laws. We need to start seeing where is it that effectively we're missing something that doesn't allow us to protect innovation via AI or via other technologies that are disrupting our trade today." (7:13)

#2.) 

"An IP strategy is never a document that is set in stone. Because the IP strategy necessarily needs to follow the business strategy. And the business strategy can change very quickly." (12:47)

#3.) 

"For me, [the future] is around technology. This is going to be and will continue to be the one thing that we really need to watch, that we really need to figure out how to embrace." (30:30)

#4.)

"If we don't create an environment where it's okay to try out something and then to fail ... then it's going to be very difficult to really get what we can out of those new technologies. We need to have a different type of mindset." (34:47)

#5.)

"We need to do a better job as to explain what the role of IP is. ... How can we make sure that everyone within a company or within an organization understands what IP can do and how we can add value across the entire lifecycle of our products or services?" (41:27)

Resources mentioned

For the latest episodes, search for “Future of IP Protection” on Spotify, Apple, Google, or wherever you listen to podcasts!

More episodes

Watch on video
All 25 episodes
  1. 25Vivek Jayaram on Educating the Next Generation of IP Lawyers
  2. 24Maura Regan of Licensing International on New Approaches to IP Management
  3. 23Eproint’s Gabriela Bodden Explores IP Challenges in the Caribbean and Latin America
  4. 22WIPO’s Todd Reves on the Latest Developments at the World Intellectual Property Office
  5. 21Maral Behnam-Garcia on the Three Pillars for Brand Success
  6. 20INTA CEO Etienne Sanz de Acedo on Transforming IP into a Revenue Center
  7. 19AAFA’s Steve Lamar on Protecting Fashion IP in an Evolving Digital World
  8. 18NRF's Stephanie Martz’s Expert Advice on Harnessing Innovation in Retail
  9. 17Purple’s James Larson on Brand Protection in the Age of AI
  10. 16Nestlé's Myrtha Hurtado Rivas on How IP Protection Strategies Should Respond to Evolving Technology
  11. 15StockX's Paul Foley on How to Build a Brand Protection Authentication Strategy
  12. 14ZipString's Austin Hillam on How to Protect Your Inventions and Keep Innovation Going
  13. 13Kawaii Lighting's Lan Bui on Why Counterfeits Will Never Stand Up Against High-Quality Products
  14. 12Taking Swift Action to Protect Your IP with SwiftPaws' Meghan Wolfgram
  15. 11Warner Music Group's Matthew Walters-Bowens on How Musicians Can Keep Their Creative Work Protected
  16. 10Tapping into IP Protection Resources with Draft Top's Armand Ferranti
  17. 09Navigating the Processes of Knockoff Takedowns with NightCap's Michael Benarde
  18. 08Winning the Game of IP Protection with USAOPOLY's Paul May
  19. 07The Role of IP Professionals in Business Strategy with BEDGEAR's Joseph Codispoti
  20. 06Buzzfeed's Assistant GC on the Growing Landscape of IP Protection and Online Content Creation
  21. 05Keeping Your Brand Protected by Keeping Ahead of Technology
  22. 04Protecting IP - and People's Dreams - Through Collaboration and Anti-Counterfeiting
  23. 03An In-House Counsel's Guide to IP Protection and Licensing at a Large Media Company
  24. 02How Brands Can Achieve Consistent and Scalable Success in Protecting Their IP
  25. 01Beyond IP Enforcement: Protecting Your Brand's Reputation with Data, AI, and Stakeholder Communication

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