Duncan Bucknell
Strategic Intellectual Property
A rebrand does not just launch a new name. It starts a clock on the old one. Stop using a trade mark, show no intention of going back to it, and...
A treatment that works once and keeps working for years is a very different commercial asset from a pill taken every day. The value is created up front. It then has...
Patent law only pays for outliers. Novelty and inventive step exist to screen out the expected, so a patent portfolio is, by design, a collection of exceptions. Hold that thought against...
Some assets cannot be built on any timeline a budget can shorten. When that is true, the choice is no longer build, buy or licence. It is licence, or stay out....
Most boards plan around a single date. The patent expires, competitors arrive, the revenue line falls off a ledge. That model is tidy, it sits in the forecast, and for high-value...
Intellectual property rights don’t dissolve the moment you stop paying attention to them. That’s the thread running through several developments last week, and it’s worth more attention than most companies give...
If a capability you spent years building can be downloaded on a Sunday afternoon, the question is not how to stop that. It is what you own that survives it. Ben...
Here is an uncomfortable number for anyone responsible for brand protection: when consumers ask an AI tool about a brand, the brand’s own website supplies only 1–2 per cent of the...
The most expensive failures in R&D are not the projects that fail. They are the projects that should never have started — and the ones that limp along because nobody had...
When a customer asks an AI assistant what to buy, does your brand come up as an answer? New research from Georgetown and Darden, published in Harvard Business Review as “How...
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