Design’s role in Brand Promotion and IP Commercialisation - a UK perspective Anti Copying in Design 25 August 2016, Beijing, China Dids Macdonald, OBE., CEO Anti Copying in Design (ACID) Vice Chair - Alliance for Intellectual Property www.acid.uk.com

Design icons, universally known, representing British brands – communications, furniture, London, automobiles, supersonic air travel and publishing….. Anti Copying in Design “Design is what links creativity and innovation. It shapes ideas to become practical and attractive propositions for users or customers. design may be described as creativity deployed to a specific end” Sir George Cox

Anti Copying in Design Design management encompasses the ongoing processes, business decisions, and strategies that enable innovation and create effectively-designed products, services, communications, environments, and brands that enhance our quality of life and provide organizational success.“ wikipedia Design Economy, UK Design Council 2015

Anti Copying in Design Design management encompasses the ongoing processes, business decisions, and strategies that enable innovation and create effectively-designed products, services, communications, environments, and brands that enhance our quality of life and provide organizational success.“ wikipedia Design Economy, UK Design Council 2015

Anti Copying in Design Design management encompasses the ongoing processes, business decisions, and strategies that enable innovation and create effectively-designed products, services, communications, environments, and brands that enhance our quality of life and provide organizational success.“ wikipedia Between 2009-2013 The UK Design economy GVA grew at a faster rate than the UK average Design Economy, UK Design Council 2015

Anti Copying in Design Design management encompasses the ongoing processes, business decisions, and strategies that enable innovation and create effectively-designed products, services, communications, environments, and brands that enhance our quality of life and provide organizational success.“ wikipedia For every £1 businesses invest in design, they can expect over £20 in increased revenues, over £4 increase in net operating profit and over £5 in increased exports. Design Economy, UK Design Council 2015

Anti Copying in Design Design plays a key role in the UK Creative Industries’ brands and contributes £8m to the UK’s GDP every single hour....(£71.4 billion per year)

Case Study One – Design & Brands Anti Copying in Design Design …….It starts with a line says Ian Callum, Jaguar’s Director of Design

IAN CALLUM ON WORLD INTELLECTUAL PROPERTY DAY….. As a company, globally, we typically register nearly a hundred designs for every new model we produce. If we were to agitate for reform it would be in other markets… I want to give you an idea of the process by which we turn that line into a car, the layers of intellect and craft that we apply to that first, instinctive pencil-stroke, to make it a Jaguar. I'm sure you're aware of it already, but I want to reinforce the value of great design in creating a brand and the importance of protecting it “ Anti Copying in Design Design …….It starts with a line says Ian Callum, Jaguar’s Director of Design

DIFFERENCES - DESIGN RIGHTS CHINA, EU AND UK REGISTERED Years CHINA Design Patent 10 EU Community Design 25 UK Registered Design 25 UNREGISTERED CHINA None* EU EU Unregistered design 3 UK UK Unregistered design 10 Anti Copying in Design EUROPEAN UNION

Case Study two – Design & Brands Anti Copying in Design NANJING BROCADE RESEARCH INSTITUTE AND SCOTTISH COUTURIER SANDRA MURRAY, MBE….. Vice Director of the Research Institute said, “We are excited about the project not just because it will help people all over the world know about Nanjing brocade but also in it being a great way to create a new modern material that has cross-cultural appeal to people of all ages” A new brand, design fusion… Design plays a key role in creating a new brand – a China – UK initiative, The Scottish Brocade

“The Scottish Brocade” Anti Copying in Design Design plays a key role in creating a new brand – a China – UK initiative, The Scottish Brocade

Case Study three – Design & Brands The ACID brand of deterrence Design plays a key role in creating a new brand – in 1997 I co-founded ACID & created the ACID brand. Why? As product designers, every time we brought out a new product it was copied Today ACID represents thousands of designers The objective: Education & IP awareness, Deterrence, Prevention and support Brand recognition Using design as a positive communicator Simplifying legal jargon Offering help to our micro and small, innovative designers Why? To change the culture that it is OK to copy and free ride on the research, development & creative input of another

Thank you for listening Anti Copying in Design Thank you for listening 谢谢你听谢谢你听 Xièxiè nǐ tīng www.acid.uk.com Design plays a key role in Brand promotion and IP commercialisation! 设计对于品牌推广和知识产权商业化了关键作用！设计对于品牌推广和知识产权商业化了关键作用！ hèjì duìyú pǐnpái tuīguǎng hé zhīshì chǎnquán shāngyè huàle guānjiàn zuòyòng!