By: Jonathan Walfisz
Every Tuesday and Friday, WTR presents a round-up of news, developments and insights from across the trademark sphere. In our latest edition, we look at a trademark infringement dispute between milk companies, how a potential change to Instagram could impact DTC brands, how ‘water stewardship’ could boost brand value, an office move for the UKIPO, and much more. Coverage this time from Trevor Little (TL), Bridget Diakun (BD), Jonathan Walfisz (JW) and Tim Lince (TJL).
Market radar:
Potential changes to Instagram may negatively impact DTC brands – Instagram has been testing a new feature in Australia, Ireland and Canada whereby the platform hides ‘likes’ for groups of users. This feature is now being expanded to the US. Although the change is designed to take the pressure off users, as the amount of likes each post receives will no longer be made public, some direct-to-consumer (DTC) brands have expressed concerns that this will harm their businesses and hamper growth potential. Instagram is an important platform for young DTC brands who use it to test their advertising campaigns and grow brand awareness. There is a risk that without ‘likes’ there will be less engagement between brands and their consumers. Mel Wells, founder of DTC swimwear brand Beefcake, said that the removal of likes could be problematic because it acts as a way to legitimise the company and its products for new customers. Others have said that, while challenging, brands will just have to adapt to the changes by focusing on content that drives more conversation and engagement through polls and comments. The test run of this feature is still in the early stages and it remains to be seen if it will be rolled out in other jurisdictions. If it is, it could be a game changer that will force brands to shift their strategy or risk losing exposure on an extremely important social media platform. (BD)
Read more >> https://www.worldtrademarkreview.com/brand-management/very-miami-trademark-lawsuit-project-zero-launches-india-and-nike-ends-amazon
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