It’s rare that a day goes by without news of the impact artificial intelligence (AI) is having on our lives, for better or worse. While AI has many proven beneficial applications, outside my expertise, there is a concerning trend emerging in my field.
Beyond the Logo: How AI Complicates Trademark Protection In the Digital Age
Today, building brands solely on the promise of a different product or service has become unsustainable. Any “new and improved” feature or benefit is quickly eclipsed by competitors. Consequently, brands signal category superiority not through rational claims, but by reinforcing a distinct persona — a “ness” comprised of distinguishing traits and behaviors that form an ownable brand essence difficult for competitors to replicate.
By
Allen Adamson
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