Brand & New

Brand & New is a podcast produced by the International Trademark Association (INTA) and focused on innovation. Published monthly, each episode consists of an open dialogue with experts, visionaries, and influential people from all over the world in order to learn more about the evolution of the legal and intellectual property ecosystem, its concepts, and all actual or potential consequences. Because we consider innovation as a pillar of INTA’s Strategic Plan, and because it is key to “walk the talk,” we invite you to follow Brand & New, to expand your knowledge about the transformation of this industry and to stay curious! Brand & New guests contribute to this podcast in their personal capacity and the opinions expressed (or experiences shared) are their own. They do not purport to reflect the views or opinions of INTA or its members.

Brand & New is a business podcast hosted by INTA, with 124 episodes on record and a Required Pod Score of 80.

INTA hosts Brand & New, a business show with 124 episodes published.

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  Episode #9

  From Brand Issue to Public Policy Crisis: Tackling the Evolving Counterfeit Threat

  Sep 22, 202621 minS8

  Global supply chains, social commerce, geopolitical tensions, and now artificial intelligence (AI), are transforming the counterfeit landscape. Fake goods are no longer just a brand issue; they’re a public policy issue, a security issue, and increasingly, a technology issue. Counterfeit goods affect everything from consumer safety and innovation to economic growth and organized crime. It’s a public policy issue and it’s evolving at speed. To help make sense of this shifting terrain, we talk to Chloe Long, Director‑General of the Anti‑Counterfeiting Group (ACG), one of the world’s leading organizations dedicated to protecting intellectual property (IP) and brand integrity. Ms. Long has played a central role in shaping the ACG’s strategic direction—working closely with brands, enforcement agencies, policymakers, and international partners to tackle illicit trade and raise awareness of its real‑world impacts. She also joined this conversation—which took place in London during INTA’s 2026 Annual Meeting—at a pivotal moment for the organization, following the recent announcement of her appointment as Director‑General, a role in which she is guiding the ACG through what may be its most complex and consequential chapter yet. In this episode of Brand & New , we’ll explore the ACG’s mission and day‑to‑day work, the latest trends in counterfeiting, how AI is changing both the threat and the response, and how the IP community is rising to the challenge and reshaping the global fight against fakes. Related Resources About Chloe Long About the Anti‑Counterfeiting Group Counterfeiting in the UK ( INTA Daily News , May 2026) Counterfeiting Fact Sheet (INTA, November 2025) INTA’s Unreal Campaign Recent and Related Episodes of Brand & New Intelligence-Led Enforcement: How the UKIPO Is Rewriting the Playbook on IP Crime Inside the Dupe Revolution: Part 1 Recent INTA Research for Intellectual Property Professionals Mapping Illicit Trade: Routes and Insights (INTA, June 2026)

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  Episode #8

  Intelligence-Led Enforcement: How the UKIPO Is Rewriting the Playbook on IP Crime

  Aug 27, 202617 minS8

  In 2021, more than 3 million counterfeit articles were seized in the United Kingdom, with an estimated retail value around £142 million. By 2023, the volume of counterfeits came down to just over 1 million seized articles but, despite this decrease, the value of these seized goods rose to just over £200 million. No doubt, the scale and human cost of intellectual property (IP) crime is significant. In research published in 2020, the UK government estimated that counterfeiting and piracy cost the national economy £9 billion each year and contribute to more than 80,500 job losses annually. But the impact of IP crime extends well beyond economic loss: The workers producing these illicit goods may be exposed to poor, unsafe, and unregulated conditions, including in some cases child labor. Consumers may unknowingly purchase low-quality and often dangerous counterfeit goods. And communities may suffer when proceeds from illicit goods help fund organized crime and other illegal activities. At the same time, the bad actors behind these IP crimes are becoming more sophisticated, using the same tools and tactics as legitimate businesses to sell their goods, expand their market, and reach more consumers in more parts of the world. In this episode of Brand & New , we focus on IP enforcement in the UK and, in particular, how intelligence‑led and harm‑focused approaches are reshaping the fight against counterfeiting and piracy. As online marketplaces expand, supply chains become more complex, and technology evolves, enforcement authorities are having to work smarter, faster, and more collaboratively than ever. The UK Intellectual Property Office (UKIPO) has set out a clear vision through its Counter‑Infringement Strategy, centered on building the right structures, partnerships and evidence base to tackle IP crime at home and internationally. A key part of that vision is the creation of an IP Crime Centre of Excellence, strengthened intelligence capability, and deep collaboration with law enforcement, border authorities, and industry. Our host, Alastair Gray, Director of Anticounterfeiting at the International Trademark Association (INTA), is joined by two people at the heart of that work: the UKIPO’s Andrew Cooke-Welling, Director of Enforcement and Intelligence, and Ritwik Deo, Deputy Director for Intelligence and Law Enforcement Partnerships. Together, they unpack how intelligence is gathered and used, what partnership really means in practice, and what rights holders should understand about the UK enforcement landscape today. Related Resources About Ritwik Deo About Andrew Cooke-Welling About the UKIPO The UKIPO Intellectual Property (IP) Counter-Infringement Strategy The UK Customs Intellectual Property Enforcement Report 2021-2023 (UKIPO, November 2025) IPO counterfeit goods research (UKIPO, September 2020) Recent and Related Brand & New Episodes Inside the Dupe Revolution Tackling Counterfeiting: The Solution of Countercheck, Winner of 2023 INTA Open Innovation Challenge (Scale-Up Category) Recent INTA Research for Intellectual Property Professionals Mapping Illicit Trade: Routes and Insights Anticounterfeiting Benchmarking Report

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  Brand & New

  AI and Trademarks: Rethinking Likelihood of Confusion

  Aug 4, 202638 min

  How might artificial intelligence (AI) reshape the way trademark professionals evaluate "likelihood of confusion"? This is one of the most important—and rapidly evolving—questions in trademark law. INTA’s recently released study, Exploring the Use of Artificial Intelligence in the Likelihood of Confusion Analysis , is the first major attempt to provide an answer. It takes a close look at how AI technologies—from machine learning and natural language processing to image and audio recognition—could be applied to one of the most fundamental critical aspects of trademark law: determining whether consumers are likely to be confused between two competing marks. The likelihood of confusion analysis is undertaken in three significant phases of the trademark lifecycle. The first use is made by a brand owner looking to adopt and likely register a new mark. The second is in intellectual property (IP) offices where trademark registration decisions include this analysis. The third area where the likelihood of confusion analysis becomes critical is when a dispute arises. Likelihood of confusion is certainly a legal test, but that legal test is rooted in the core functions of a trademark, that is how brands build trust with their consumers and how the brand owner’s investment in the trademark can be protected. Turning to the report, what makes it particularly timely is the context? Firstly, IP offices around the world are facing increasing application volumes and growing complexity, from multilingual word marks to logos, sounds, and even motion-based trademarks. At the same time, AI is already transforming how we search, compare, and analyze data. Importantly, the study does not advocate for or against AI. Instead, it offers a practical, forward-looking framework, highlighting both the opportunities and the risks, from improved speed and pattern recognition to concerns around bias, transparency, and over-reliance on automation. This episode of Brand & New is hosted by David Gooder, former Commissioner for Trademarks at the United States Patent and Trademark Office (USPTO), who also contributed to this report. To explore and help explain the report’s findings, he is joined by two colleagues who played a central role in developing this report. Lori Schulman is Senior Director of Internet Policy at INTA. Ms. Schulman has long been at the forefront of INTA’s work on digital policy issues, including the intersection of emerging technologies and IP. She was part of the core INTA project team that worked closely with FTI Consulting to shape this report, contributing both policy insight and practical perspective on how AI is already affecting the IP ecosystem. Jose Londoño is Associate Senior Director for External Relations and Policy Development at INTA. Mr. Londoño also served on the report’s internal project team and brings extensive experience working with IP offices and policymakers around the world. Mr. Londoño’s background in public-sector IP administration—which includes serving as Deputy Superintendent for Industrial Property at Colombia’s IP office—adds an important global and operational perspective to how AI could be implemented in practice. Related Resources About David Gooder About Jose Londoño About Lori Schulman Exploring the Use of Artificial Intelligence in the Likelihood of Confusion Analysis (INTA, June 2026) IP Office of the Future: Digital Transformation Think Tank Report (INTA, July 2026) INTA Board Resolution of Artificial Intelligence and Intellectual Property Rights Foundational Principles (INTA, May 2025) Likelihood of confusion (USPTO)

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  Episode #6

  Stealth Trademark Filings: Strategy, Risk, and Reality

  Jul 22, 202625 minS8

  In a world where brand launches can leak in seconds, competitive intelligence is a reality, and social media amplifies everything, many companies are asking a simple question: How do we protect a brand before the world knows it exists? That’s where stealth trademark filings come in. This is about using entities, strategic drafting, or filing approaches to obscure a company’s identity or future plans. Some see this as a smart, even necessary tactic. Others raise concerns about transparency, enforceability, and unintended legal consequences. So where is the line between smart brand strategy and avoidable risk? When does stealth help, and when might it backfire? To unpack this, we’re joined by Matthew Asbell, a partner at Lippes Mathias LLP and a widely respected intellectual property attorney with deep experience advising brands in diverse industries on global trademark strategy, enforcement, and policy‑level issues. He’s also an adjunct professor of law and frequent guest lecturer at Fordham University and The Benjamin N. Cardozo School of Law in New York City. Mr. Asbell is a longtime leader within the INTA community, contributing to how we think about trademarks not just as registrations, but as business assets. This episode of Brand & New is sponsored by Lippes Mathias LLP . Related Resources About Matthew Asbell About Lippes Mathias LLP Stealth trademarks explained: Protecting brands while staying under the radar (Lexology, July 2025)

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  Episode #5

  Protecting Your Brand Identity in the Age of AI

  Jun 30, 202622 minS8

  Artificial intelligence (AI) is transforming how brands are built, but it's also making them easier to imitate. From voice cloning and deepfakes to synthetic endorsements and digital impersonation, the lines between authentic and artificial are becoming increasingly blurred. In this episode of Brand & New , host Willard Knox speaks with Justin Pierce, Partner and Co-Chair of Intellectual Property at Venable LLP (USA), about how AI is reshaping brand protection. They explore why protecting a brand now extends well beyond trademarks, what organizations and individuals should be doing today to safeguard their identities, and how businesses can become "AI-ready" as technology and the legal landscape continue to evolve. This episode of Brand & New is sponsored by Venable LLP . Related Resources About Justin Pierce About Venable LLP Recent and Related Brand & New Episodes Copyright in the Age of AI The Legal Wake-up Call for Generative AI The AI Gender Gap Recent INTA Research for Intellectual Property Professionals Exploring the Use of Artificial Intelligence in the Likelihood of Confusion Analysis IP Law Firms of the Future: Think Tank Report

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