The Second Pillar

We do not stop at securing rights.

Branding, design, marketing strategy, AI governance, decarbonization and human capital disclosure. Intangible assets that never become patents also have the power to move a business. Designing that is what this role does.

Why This Pillar

The centre of corporate value has moved to intangible assets.

The source of corporate value has shifted from equipment and inventory to intangibles: brand, data, know-how, algorithms. Rights protect only part of that.

So alongside prosecution we took on a second role. It is support for putting the intangible assets that rights cannot fully protect to work for growth.

Why this role came about (Brand Story)

What We Do

Five areas of support

Branding

This area runs straight on from trademark practice. We design names, logos and language, through to a form that rights can protect. The people who build the brand and the people who protect it are on the same team.

Design

This area runs straight on from design practice. From product form to UI and image design. We turn the form you create into rights protected as partial designs and image designs.

Marketing strategy

Turning rights into the power to win in the market. This is where that is implemented. We translate technical strengths into the language of the market and design how they are delivered.

Building and rolling out AI governance

Rules and operating structures for companies that use AI in their business. We build a structure that holds active AI use and defensive governance together, and support the rollout inside the company. Regulation and guidelines move fast in this area. That is why a dedicated team supports you continuously.

AI use policies and internal rules
Building AI governance and supporting internal rollout
Sorting out AI-related IP and contract risks

Our own AI governance is published as our AI Guidelines. We practise it ourselves first. That is the foundation of this service.

Decarbonization and human capital disclosure

Non-financial disclosure is itself how intangible assets are shown. From greenhouse gas accounting to human capital metrics, partner specialists certified as Ministry of the Environment Decarbonization Advisors (Advanced) and as ISO 30414 Lead Consultants provide support. We put it in order on the same shelf as IP disclosure.

Greenhouse gas emissions accounting and reduction plans
Human capital (ISO 30414) metric design and disclosure
Alignment with the IP and Intangible Asset Governance Guidelines

Marketing × IP × AI

Multiplied by prosecution.

For example, one team runs a trademark filing and brand design at the same time. Marketing strategy and the patent portfolio are drawn on one map. Multiplying by the first pillar, prosecution, is the design principle here.

See the integrated model in Why IPX

How to Engage

Two ways to engage

PROJECT

Project-based

Work by theme, such as a brand renewal or building an AI governance structure. We define the goal and the period, then proceed.

RETAINER

Retainer (ongoing support)

Designing all of your intangible assets continuously, next to management. Monthly Retainer plans run from Bronze to Platinum.

Learn more