Kemp Little
  • Looking for someone?
  • Email us
  • Search
MENU MENU
About us

Innovation · Intellectual property

How an innovative and brand-led multinational saved 85% on its trade mark portfolio with Kemp Little’s help

Summary

 

Background

A multinational IT company, known for their innovation and collaborative working, were spending over £800k annually on their trade mark portfolio with their incumbent attorneys.

This was a significant portion of their legal spend, and therefore prevented investment in other areas.

Despite this level of spend, they still faced some big challenges:

  1. Their creativity and innovation had the side-effect of many unaligned brands that had grown organically
  2. Fast-paced digital transformation and growing data driven services meant their portfolio needed updating and future proofing
  3. The return-on-investment (ROI) from their portfolio wasn’t clear

 

Kemp Little’s Approach and Solution

Every situation is different, but in this case, we started with:

  • a thorough review of the existing trade mark portfolio;
  • a global brand strategy review; and
  • analysis of the business roadmap and future goals

We advised that a new brand strategy was needed to improve global portfolio coverage while rapidly reducing annual costs.

Our review found some trade marks that were no longer in use, as well as a large number of marks were for non-distinctive or descriptive marks that would be difficult to rely on in the future. Also, because there was little consistency in the specifications, new applications may not have covered all the goods and services in use or intended to be used in the near future.

 

Results that speak for themselves

With a new brand process and policy in place, which clearly set out the core marks and relevant goods/services for the future, Kemp Little created guidelines for our client on how the marks were to be used, ensuring that evidence of use was collated. This is very important as evidence of use is required in some jurisdictions to enable renewals and is generally needed to demonstrate use and reputation in contentious matters like oppositions, cancellations or infringements.

 

 

Our solutions meant that we were able to reduce the annual spend to £250k in the first year. The new brand process and policy we designed brought costs down further to £140k the next year.

That’s a saving of 85%. Alongside the dramatic spend reduction, our client also remarked on the improved quality of advice, improvements in the ease of administration and the benefits of ongoing insight to the competitive landscape.

 

Estimate how much you could save

We’d be very happy to give you an estimate of how much we may be able to save you. Just fill in the information below and we will email you back within two days, or arrange a phone call with you if you prefer. No cost, no obligation.

     

    About Kemp Little

    We work hand in hand with our clients to ensure that they have the protection they needs, for now and in the future, but at a sensible and justifiable cost.

    We take a risk-based, commercial approach to trade mark and design portfolio management to ensure maximum ROI.

    We are IP strategy experts and award-winning innovators.

    View the TM teams recent articles here.

    • Share this case study

    • Twitter
    • Facebook
    • Linkedin

    Charlotte WildingCharlotte Wilding is the head of trade marks

    Get in touch

    View the team

    Sign up for our newsletters

    • Share this Case study

    • Twitter
    • Facebook
    • Linkedin

    Other stuff you might like

    1. How an innovative and brand-led multinational saved 85% on its trade mark portfolio with Kemp Little’s help
    The hottest topics in technology
    • Adtech & martech
    • Agile
    • Artificial intelligence
    • EBA outsourcing
    • Brexit
    • Cloud computing
    • Complex & sensitive investigations
    • Connectivity
    • Cryptocurrencies & blockchain
    • Cybersecurity
    • Data analytics & big data
    • Data breaches
    • Data rights
    • Digital commerce
    • Digital content risk
    • Digital health
    • Digital media
    • Digital infrastructure & telecoms
    • Emerging businesses
    • Financial services
    • Fintech
    • Gambling
    • GDPR
    • KLick DPO
    • KLick Trade Mark
    • Open banking
    • Retail
    • SMCR
    • Software & services
    • Sourcing
    • Travel
    close
    The hottest topics in technology
    • Adtech & martech
    • Agile
    • Artificial intelligence
    • EBA outsourcing
    • Brexit
    • Cloud computing
    • Complex & sensitive investigations
    • Connectivity
    • Cryptocurrencies & blockchain
    • Cybersecurity
    • Data analytics & big data
    • Data breaches
    • Data rights
    • Digital commerce
    • Digital content risk
    • Digital health
    • Digital media
    • Digital infrastructure & telecoms
    • Emerging businesses
    • Financial services
    • Fintech
    • Gambling
    • GDPR
    • KLick DPO
    • KLick Trade Mark
    • Open banking
    • Retail
    • SMCR
    • Software & services
    • Sourcing
    • Travel
    Kemp Little

    Lawyers
    and thought leaders who are passionate about technology

    Expand footer

    Kemp Little

    138 Cheapside
    City of London
    EC2V 6BJ

    020 7600 8080

    hello@kemplittle.com

    Services

    • Commercial technology
    • Consulting
    • Disputes
    • Intellectual property
    • Employment
    • Immigration

     

    • Sourcing
    • Corporate
    • Data protection & privacy
    • Financial regulation
    • Private equity & venture capital
    • Tax

    Sitemap

    • Our people
    • Insights
    • Events
    • About us
    • Contact us
    • Cookies
    • Privacy
    • Terms of use
    • Complaints
    • Debt recovery charges

    Follow us

    • Twitter
    • LinkedIn
    • FlightDeck
    • Sign up for our newsletters

    Kemp Little LLP is a limited liability partnership registered in England and Wales (registered number OC300242) and is authorised and regulated by the Solicitors Regulation Authority. Its registered office is 138 Cheapside, London EC2V 6BJ. The SRA Standards and Regulations can be accessed by clicking here.

    • Cyber Essentials logo
    • LORCA logo
    • ABTA Partner+ logo
    • Make Your Ask logo
    • FT Innovative Lawyers 2019 winners logo
    • Law Society Excellence Awards shortlisted
    • Legal Business Awards = highly commended
    • Home
    • Our people
    • Services
      • Business restructuring and reorganisation
      • Commercial technology
      • Consulting
      • Corporate
      • Data protection & privacy
      • Digital content & reputation risk
      • Disputes
      • Employment
      • Financial regulation
      • Immigration
      • Innovation
      • Intellectual property
      • Private equity & venture capital
      • Sourcing
      • Tax
      • Travel
    • Resources
    • Insights
    • Covid 19: Your Business Continuity
    • Events
    • About us
      • Who we are
      • Our social responsibilities
      • Our partnerships
      • Join us
    • Contact us
    • FlightDeck
    • LORCA
    • Sign up for our newsletters
    • Follow us
      • Twitter
      • LinkedIn
    close
    close
    close

    Send us a message

    Fill in your details and we'll be in touch soon

      close

      Sign up for our newsletter

      I would like to receive updates and related news from Kemp Little *

      Please select below any publications that you would like to receive:

      Newsletters

      close

      Register for future event information

        close
        close
        Looking for someone?
        Generic filters
        Exact matches only

        Can't remember their name? View everyone

        • Home
        • Our people
        • Services
          • Business restructuring and reorganisation
          • Commercial technology
          • Consulting
          • Corporate
          • Data protection & privacy
          • Digital content & reputation risk
          • Disputes
          • Employment
          • Financial regulation
          • Immigration
          • Innovation
          • Intellectual property
          • Private equity & venture capital
          • Sourcing
          • Tax
          • Travel
        • Resources
        • Insights
        • Covid 19: Your Business Continuity
        • Events
        • About us
          • Who we are
          • Our social responsibilities
          • Our partnerships
          • Join us
        • Contact us
        • FlightDeck
        • LORCA
        • Sign up for our newsletters
        • Follow us
          • Twitter
          • LinkedIn