Advertise on podcast: Brand & New

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)

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

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)

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)

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

The theme for World Intellectual Property Day 2026 is “IP and Sport,” and here on Brand & New we’re joining in the celebrations with a close look at the powerful intersection of intellectual property (IP) and sport, and there may be no better stage for that conversation than “the world’s game:” football, or as it called in the United States, soccer!  The goal of World IP Day 2026 is to highlight how creativity, innovation, and strong IP protection keep sport thriving, dynamic, and accessible worldwide—and few organizations embody that global impact quite like the Fédération Internationale de Football Association (FIFA). In this episode of Brand & New, we’re joined by Tiffany M. Shepard, Director and Senior Counsel, Brand Rights Protection at FIFA World Cup 2026. In this role, Ms. Shepard leads the North American enforcement strategy to safeguard FIFA’s World Cup 2026 IP, retail licensing, and sponsorship rights from ambush marketing, counterfeiting, and unauthorized affiliations. Prior to joining FIFA, Ms. Shepard served in various in-house roles at major global brands, including at BuzzFeed Media Enterprises, The Kraft Heinz Company, and The Procter & Gamble Company Ms. Shepard joins us today for a timely and wide-ranging conversation about protecting one of the most valuable and visible sports brands on the planet. As excitement builds toward the upcoming 2026 FIFA World Cup, she discusses the importance of safeguarding IP across borders, preserving trust and authenticity for billions of fans around the world, and what’s keeping her team busy in the weeks leading up the event.  From the challenges of brand protection at large-scale global sporting events to advice for the next generation of IP professionals, this episode explores why IP matters not just to organizations like FIFA—but to creativity, innovation, and the future of sport itself. Related Resources About Tiffany M. Shepard About World Intellectual Day About the FIFA World Cup 2026 Recent and Related Brand & New Episodes IP and the SDGs: Building Our Common Future with Innovation and Creativity Women Leaders Series: Advancing Athlete Rights Related 2026 Annual Meeting Sessions Ambush Marketing Without Borders: How Sports Rights Are Protected Worldwide Dupe Culture: The Imitation Game

Copyright law is struggling to keep pace with the way we actually work and the gap between what's assumed to be acceptable and what's legally permitted is wider than most organizations realize. In this episode of Brand & New, Willard Knox connects with Lauren Tulloch and Catherine Zaller Rowland from the Copyright Clearance Center (CCC) to tackle the copyright questions everyone is asking right now. They'll break down the real risks organizations face and what they can do about them. You’ll hear about the biggest misconception in this space, explore how fair use applies in the AI era, and more tools to keep your organization out of trouble. This episode is sponsored by the Copyright Clearance Center. Learn more at copyright.com. Resources: About Copyright Clearance Center About Lauren Tulloch About Catherine Zaller Rowland Recent and Related Brand & New Episodes: Legal Wake-up Call for Generative AI How to Build Trust in AI

Last year marked the fifth anniversary of The Women’s LeadershIP Initiative (WLI). This is the Association’s program to move forward the conversation around women’s leadership in our field and to give INTA members practical tools they can use to advance women leaders in their organizations. During the last five years, the global intellectual property community has made real progress on belonging and inclusion in our industry, but when we look at leadership, advancement, and impact, many gaps persist. In celebration of Women’s History Month and to mark our fifth anniversary, the WLI has just released an updated version of the WLI’s original Report and Best Practices Toolkit. It takes an honest look at where progress has been made and where more work is needed. For this episode of Brand & New, we’re joined by Ayala Deutsch, Executive Vice President and Deputy General Counsel at NBA Properties and the WLI Executive Champion. She played a central role in the drafting of the updated Report and will help us dig into and unpack this data-rich research. Notably, Ms. Deutsch was also President of INTA in 2020, which was not only the first year of the pandemic (with its own repercussions for working women around the world) but also the year when the WLI was drafting its first Report and Best Practices Toolkit. Further, as listeners may know, Ms. Deutsch has hosted many episodes of Brand & New on behalf of the WLI. Beyond exploring the Report findings and data, Ms. Deutsch provides practical insights for those looking to advance belonging and inclusion in their organizations and engage their leadership on this issue, and for those who want to become better advocates for themselves. Happy Women’s History Month and enjoy the episode. Resources: About Alaya Deutsch About The Women’s LeadershIP Initiative About Women’s History Month The WLI Report & Best Practices Toolkit 2026 Update Recent and Related Brand & New Episodes: The AI Gender GapWomen in IP History: Pioneers and ProgressWomen Architects of Innovation: AI, IP, and What’s Next (The WLI’s 2026 Annual Meeting Educational Session)

Artificial intelligence (AI) is forcing legal systems worldwide to confront fundamental questions about creativity, ownership, and identity. Can companies train algorithms on copyrighted works without permission? What happens when technology makes it easy to clone someone’s voice or face? In this episode of Brand & New, host Willard Knox speaks with two attorneys at the forefront of these rapidly evolving issues. Lynn Oberlander is Co-Editor of the Practising Law Institute’s (PLI) comprehensive new treatise, Artificial Intelligence & Intellectual Property, which brings together leading practitioners to address the most pressing legal challenges in AI. Catie Seibel Sinitsa is the co-author the chapter covering copyright and AI.  Ms. Oberlander has spent almost 25 years counseling media and entertainment companies on intellectual property (IP) and First Amendment issues. Ms. Sinitsa specializes in copyright and trademark law, working with clients across fashion, media, among other industries.  Together, they unpack how this evolving technology is reshaping long-standing IP principles and why these questions are no longer theoretical but urgent, real-world concerns.  This episode of Brand & New is sponsored by PLI. For more than 90 years, the Institute has helped legal professionals stay at the forefront of knowledge and expertise through world-class continuing legal education.  Related Resources  About Lynn Oberlander About Catie Seibel Sinitsa About the Practising Law Institute Access Artificial Intelligence & Intellectual Property  AI-Related Sessions at INTA's 2026 Annual Meeting Related Brand & New Episodes: Certifying Human Music in the Age of AIThe AI Gender Gap

In this episode of Brand & New, we’re bringing you the human story behind the headlines. Willard Knox sits down with Mariya Ortynska and Yuliya Prokhoda from the National Association of Patent Attorneys of Ukraine (NAPA) for a conversation that redefines what it means to practice law under impossible circumstances. From distributing laptops during air raids to maintaining client deadlines while missiles fall, these attorneys embody resilience. This episode isn’t just about trademark law or patent prosecution; it’s about the unbreakable human spirit and the belief that innovation and legal protection must continue, especially in humanity’s darkest hours.   *This episode was pre-recorded during INTA’s 2025 Annual Meeting, May 17-21, in San Diego, California.     Resources:   About NAPA  About Mariya Ortynska  About Yuliya Prokhoda  INTA Resouces: The Status of Intellectual Property in Russia and Ukraine

On this episode of Brand & New, INTA Chief Policy Officer Heather Steinmeyer sits down with David Gooder, INTA's newly appointed Senior Advisor and former Commissioner for Trademarks at the United States Patent and Trademark Office (USPTO).  In this insightful conversation recorded at INTA's 2025 Annual Meeting in San Diego, California, Ms. Steinmeyer and Mr. Gooder explore the evolving role of global intellectual property (IP) offices, as well as the delicate balance IP offices must strike between serving their users and advancing broader competitiveness goals.  Mr. Gooder shares his unique perspective from both sides of the IP ecosystem, having worked as chief trademark counsel at Jack Daniels Properties before leading the USPTO's trademark operations through five transformative years.  As he transitions into his new role helping INTA deepen collaboration with IP offices worldwide, this conversation offers valuable insights into the future of IP protection and the strategic importance of trademark systems in fostering global competitiveness.  Resources:   About David Gooder  INTA Welcomes David Gooder as Senior Advisor (INTA, May 2025)  David Gooder to depart USPTO (USPTO, February 2025)

The theme for World IP Day 2025 is "IP and Music: Feel the Beat of IP." In celebration, this episode of Brand & New features the founders of The Opposition™, a band comprised entirely of International Trademark Association (INTA) members. Host Willard Knox, chats with two of the band’s co-founders, Richard Dissmann and Jason Vogel, to uncover how this unique musical collective came together and evolved into a must-see phenomenon at INTA Annual Meetings.  From their humble beginnings to drawing crowds of 2,000+ intellectual property (IP) professionals at their performance at the 2024 Annual Meeting in Atlanta, Georgia, The Opposition™ shares behind-the-scenes stories of balancing legal careers with their love for music. The duo also offers fascinating insights on the intersection of IP and AI in the music industry.    Resources:   World IP Day  About Richard Dissmann  About Jason Vogel

Today we're kicking off the first of four episodes of our Women Leaders Series, presented in collaboration with INTA’s Women's LeadershIP Initiative.   Now in its fifth year, the Women's LeadershIP Initiative was launched to champion and advance women's leadership in intellectual property (IP), and today's episode is the perfect embodiment of that mission as we explore the remarkable history of women in IP.   On this episode of Brand & New, host Ayala Deutsch talks with two distinguished guests who offer unique perspectives on women in the field — Virginia S. Taylor, who has had an illustrious career spanning decades in IP law, and Professor Amanda Levendowski, founding director of The Intellectual Property and Information Policy Clinic at Georgetown Law.   Resources:  Amanda Levendowski Virginia S. Taylor About Florence King About Edith Griswold About Miriam E. Benjamin  About Barbara Ringer The Women’s LeadershIP Initiative Marks Five-Year Anniversary

In part one of our special series, we examined how brands are responding to the dupe revolution. As young consumers embrace affordable alternatives, traditional brands face a choice: adapt or risk losing an entire generation of customers.  Here, brand expert Jessica Binns returns to analyze how some brands are successfully navigating this new landscape and the broader implications for brand loyalty. IP attorney David Lipkus delves into the legal tools available to brands and explores how different jurisdictions approach the legality of dupes. The episode features an extended conversation with influencer Cassandra Bankson.  This episode is part two of a special series in collaboration with INTA's Unreal Campaign, an initiative that educates young consumers about the importance of trademarks and brands.   Inside the Dupe Revolution | Part 1  RESOURCES:  INTA's Gen Z Insights: Brands and Counterfeit Products Study (2019) About the Unreal Campaign INTA Fact Sheet: Protecting a Trademark About Cassandra Bankson About Jessica Binns About Alastair Gray About David Lipkus

In part one of our special investigation, guest host Alastair Gray, Director of Anticounterfeiting at INTA, explores how dupes evolved from simple product alternatives into a cultural movement that's reshaping retail. The episode traces this evolution from INTA's 2019 study on Gen Z's relationship with counterfeit products to today's viral dupe culture.  The journey begins with intellectual property attorney David Lipkus breaking down the crucial legal distinctions between dupes and counterfeits. Brand strategist Jessica Binns then examines how social media has normalized and amplified dupe culture among young consumers. The episode culminates with insights from beauty influencer Cassandra Bankson, who shares a unique perspective from the front lines of this movement, including how she evaluates and recommends dupes to her more than two million followers.  This episode is part one of a special series in collaboration with INTA's Unreal Campaign, an initiative that educates young consumers about the importance of trademarks and brands.  Inside the Dupe Revolution | Part 2  RESOURCES:  About Cassandra Bankson About Jessica Binns About Alastair Gray About David Lipkus INTA's Gen Z Insights: Brands and Counterfeit Products Study (2019) About the Unreal Campaign INTA Fact Sheet: Protecting a Trademark