Business has always been centred on creativity and innovation. But until recently, leaders didn’t prioritize it because it was thought to be unmanageable – too elusive and ethereal to pin down – or because concentrating on it gave a less immediate benefit than increasing execution.

At the International Trademark Association (INTA) Annual Meeting, held at the Sands Expo and Convention Centre in Singapore from May 16 to May 20, 2023, creativity and innovation were doubly emphasized and highlighted, catering to the ever-changing needs and wants of businesses and customers, especially during this time of post-pandemic recovery.

According to Nina Ramesh, a senior associate general counsel in administration, technology and IP at Coupang in Seoul, innovation is how you “wow” the customer with their experience as necessary, especially with generations to come.

“How much we offer is very crucial to the customer,” she said. “Make sure that they are satisfied and get something with this in a special way. It is always important to make them happy, and I know that there’s a lot more happening behind that.”

When creativity meets business risks, she said that it is vital to accept and navigate some risks from a legal standpoint. From there, brands can then understand where businesses are coming from. She also stressed on the importance of being “comfortable trying, challenging the norm, finding the solution and thinking through the process.”

“To promote healthy check-ins with your teams, have informal conversations with them, slip in and ask how they are, encourage them to become independent, and talk to them and get their emotions out of the way. Be comfortable with ambiguity – be comfortable in operating with the unknown,” she suggested. “The process may not be the same, but we can still end up at the same goal.”

Fostering innovation and protecting IP can go hand in hand, said Ramesh. By establishing clear guidelines for IP protection, understanding the various types of IP and their limitations, and creating a safe environment for employees to share their ideas, businesses can foster an innovation culture while also protecting their ideas.

 - Excel V. Dyquiangco