Customize consent preferences

We use cookies to help you navigate efficiently and perform certain functions. You will find detailed information about all cookies under each consent category below.

Always active

Necessary cookies are crucial to the basic functions of the website and the website will not function as intended without them. These cookies do not store any personally identifiable data.

Always active

Functional cookies help to perform certain functionalities, such as sharing website content on social media platforms, collecting feedback and other third-party features.

Always active

Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information about metrics such as number of visitors, bounce rate, traffic source, etc.

INTELLECTUAL PROPERTY AS ALLIES TO STRATEGIC CREATIVITY

By Gustavo Bahuschewskyj Correa
22/04/2021

Today, in the business market, there is no option but to be competitive. Considering the multiple players established in the most varied segments, it is necessary, in order to survive, to have the best product or the best price.

It is also undeniable that, unless we are talking about highly commoditized markets, the best option is always to develop products with greater added value, whether they are the result of technology, or by brand attributes that transmit values ​​to consumers and that motivate them to consume such products.

With that in mind, innovation becomes a necessary exercise. However, as stated by Blaxill and Eckardt, “innovation without protection is philanthropy” [1] and this is precisely the central point of this essay.

Considering that the objective is to develop a product or service that is innovative or engaging enough to attract the attention of consumers, it is necessary to understand the benefits and ways of using the intellectual property system so that investment in innovation is not lost.

First of all, you need to know your consumer and their motivations for consumption. Understand what are the triggers that, according to Baudrillard [2], naturally promote happiness, according to which the whole logic of consumption is based.

We are talking about new technologies, fetishes around brands, engaging packaging, the use of characters, colors and expressions that create a need, identity and sense of belonging. There are several ways of attracting and valuing products that can be used in certain contexts. The key is to be creative, however, a strategic creative.

Understand that in the business world, the creative process is complete when it comes together with a security that the creation and investment to be made will bring return.

In this context, intellectual property is a fundamental instrument for the protection of creativity. Understanding how, when and how to use patents, trademarks, industrial designs, copyrights, computer program rights, cultivars, etc., to generate a differential and obtain an economic and competitive gain is the key for a strategic creative process that returns to the benefit of the company.

 

By Gustavo Bahuschewskyj Corrêa – Attorney at Law, Masters in Intellectual Property, Partner at Leão IP.

 

[1] BLAXILL, Mark; ECKARDT, Ralph. A Vantagem Invisível: Como vencer a concorrência usando a propriedade intelectual. Ed. Campus. 2010.

[2] BAUDRILLARD, Jean. A Sociedade de Consumo. Edições70. Lisboa. 2007. P. 47 e seg.

17/04/2025

Negotiation and voluntary patent licensing

O governo brasileiro, através do Ministério do Desenvolvimento, Indústria e Comércio – MDIC, recentemente anunciou medidas concretas em prol do sistema de propriedade intelectual brasileiro, estando entre elas a redução de 4 para 2 anos o exame dos pedidos de patente pelo INPI e de 18 meses para 1 mês o exame de pedidos de […]

Read
31/03/2025

Crimes against patents

A Lei da Propriedade Industrial brasileira (Lei nº 9.279/96 – LPI), considerada uma das mais sólidas e eficazes normas de proteção aos direitos de propriedade industrial, abrangendo patentes, desenhos industriais, marcas e indicações geográficas, além de coibir a concorrência desleal. Sua relevância se destaca entre os diversos diplomas legais adotados por países membros da OMC […]

Read
26/02/2025

On clarity and precision of patent claims

A patente é um documento técnico e jurídico para fins econômicos. É um documento técnico porque descreve um avanço tecnológico, jurídico porque define direitos ao seu titular e econômico porque gera efeitos no mercado específico. “A extensão da proteção conferida pela patente será determinada pelo teor das reivindicações, interpretado com base no relatório descritivo e […]

Read