There are many misconceptions when in comes to IP ownership.

In this podcast I outline why it's important to ensure you own what you create for your business. Owning what we do is about retaining control rather than giving away the value of our knowledge and skills.

Among other things, that involves understanding the role of names in business, and what is involved to legally own a name. 

Failing to focus on ownership shows a fundamental lack of understanding of the interplay between branding and brand protection.  The episode touches on:

• Why marketers and designers need training in intellectual property.
• What ownership of names involves. 
• The 2-step process to securing ownership rights in a name.
• That ownability of brand elements involves making the right choices. 
• The drawback of failing to focus on ownership

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