News & Insights

Mary Lou Wakimura was Interviewed on IP Strategies when Rebranding

April 25, 2023

Mary Lou Wakimura, Principal at Hamilton Brook Smith Reynolds, was recently interviewed for an article in Managing IP.  The article discusses why strong communication between legal and marketing teams are important when rebranding.

Managing IP states that “Many famous brands redesigned their logos last year. For those companies, the aim was to look fresh and modern and reimagine their futures. But sometimes, a company may also need to comply with obligations under a merger agreement or avoid intellectual property infringement claims. Whatever the reasons, counsel say a successful rebranding strategy depends on effective communication between in-house IP and marketing teams, securing core rights early, and ensuring a smooth transition between old and new brand identifiers.”

May Lou Wakimura states “a company needs to ensure that its transition from one brand or logo to another is seamless in the mind of consumers so that they can argue continuity of use if required.

“She notes that the part of a brand that consumers identify with could sometimes be a sound or a distinctive color scheme.”

Mary Lou adds, “Some brands have continued to use distinctive color schemes or fonts even after rebranding to ensure consumer recognition.”

Managing IP Subscribers: Click here to Access the Article.

Managing IP is the world's leading source of analysis on all IP developments worldwide. Established in 1990, it is staffed by experienced reporters in our offices in London, New York and Hong Kong. Alongside the long-running magazine, its website, newsletters and social media provide in-house counsel with practical advice and information, as well as keeping them at the center of IP hot topics. Its legal directory, IP STARS, is the specialist guide to the very best firms and practitioners for IP protection and legal services in more than 80 jurisdictions.

About Principal Mary Lou Wakimura

For over 35 years, Mary Lou has assisted clients with patent preparation and prosecution, copyright registration, and portfolio management. She has particular experience with computer-related technologies and systems relating to imaging, video applications, mobile applications, machine learning, various platforms (cloud based, SaaS), virtual currency, solid modeling, simulations and mathematical models.

Mary Lou is a software engineer with experience in numerous programming languages, data analyses, and software/application design. She is familiar with various data structures, compression/ decompression techniques, encryption technology, blockchain, digital signal processing, artificial intelligence/neural networks, machine learning, pattern matching, bioinformatics, video gaming, and computer network/Internet technology.

About Hamilton Brook Smith Reynolds

Hamilton Brook Smith Reynolds is among New England’s largest law firms dedicated to the practice of intellectual property law. The firm specializes in patents, trademarks, intellectual property litigation, copyrights, licensing, due diligence, opinions, trade secrets, and intellectual property counseling. The firm’s legal staff has extensive scientific and technical expertise in biotechnology, chemistry, computer hardware and software, telecommunications, medical devices, pharmaceuticals, physics, optics, nanotechnology, and electrical, chemical and mechanical engineering, and evolving combinations of science and technology.