Intellectual Property Magazine
Thriving through change
The opportunities to innovate during times of change
Julie Anne Matheson and Brendan C Quinn, Hogan Lovells
Brands constantly confront change – willingly and unwillingly. Rebrandings, mergers and acquisitions, redirections of company
strategy, shifting market conditions, and evolving demographics all affect a brand. In our experience, the following principles
offer a useful framework for not only surviving but thriving through change.