Bruce Berman, the IP world’s PR guru, is CEO of Brody Berman Associates. Brody Berman Associates is a communications firm that helps you tell your patent story. Berman has conducted marketing and business development programs on behalf of over 200 of his IP portfolios and companies. And in 2016, he founded the Intellectual Property Understanding Center, an independent non-profit organization that raises awareness about the use and impact of intellectual property on individuals and businesses. He is also the host of the Understanding IP Matters podcast. In the latest episode of the Clause 8 Podcast, Berman delves into the who, what, when and how of telling his IP story and helping advance the cause in the world of patents.
Key points from this episode
- Collaborate with news organizations to tell accurate patent stories
“I worked with Morgan Finnigan for about 12 years. So we wanted to make sure that the client was accurately portrayed, or that the case was accurate, and I think that was a big motivation for them.”
“There is a lot of frustration with how often the media doesn’t get it right. I don’t think so, and sometimes decisions are made by a limited audience.”
- Storytelling to deepen public understanding of patents
“NPEs are not well understood. There are many types of NPEs and I have worked with clients who did not want to ignore other NPEs. All patents owned by the inventors.So why are they called trolls?Because they don’t practice?This is a big problem for many NPEs.”
- Use media to strategically showcase your patent portfolio
“A Fortune 100 client was reducing the number of patents they received. [lower], and over the years. Despite the fact that they have so many patents, how were they going to show that they were innovative and not less profitable when it comes to innovation? [had] lowered? That’s a good question and we worked with them for several years. about the meaning behind them. That’s why I think we need a parallel strategy for how our technology ties in with what we’re trying to patent. “
- Highlight the value of patents to your company
“Lou Gerstner, who took over as CEO, didn’t know much about IP or technology, but he barely flagged IBM’s laptop, the ThinkPad, at the time. And they were all unpatented areas. So we had to get a license and we got a license because they had the patents to cross-license, they had the leverage to do it and they didn’t have to pay for it. That’s why I was able to get the ThinkPad out at a favorable price, so it’s a dramatic way to show what you don’t have, and show that you need to bargain for what you don’t have. .
- Popularity of the ‘patent troll’ meme
“It’s an image and a word that resonates. Plus, it’s been quietly pushed by those in power who see perpetuation of that concept as beneficial to them. wants to downplay patents because they are a threat. [The idea is] Patents are bad because patent trolls abuse them. Scenarios that indirectly benefit them. But if you think the patent troll meme is fading away, you’ll find it in low profile places like comedy. Adam Carolla and John Oliver talk about patent trolls. How do they know about patent trolls? But are they talking about them? Of course, we disrespect patent trolls. I don’t think it was a complete accident. I really don’t I am not an investigative journalist. that’s not my job. But it’s very strange that the meme hasn’t really gone away. “
- How the novel coronavirus was opportunistically used to spread misinformation about patents
“Another story about patents that we have seen during the COVID-19 pandemic is that they are, in some way, an obstacle. They are an obstacle to innovation. Without patents, this innovation would not have been available in the first place and would actually be a hindrance to it: in Brussels there was even a billboard saying that patents would kill people while a COVID vaccine was being developed. I have.”
