www.foodtechnology.co.nz 11 hives, honeycombs or flowers that create it - in their branding and marketing. Lumojo chose a different approach. Intellectual property is at the heart of the Lumojo experience. “Lumojo” (a made-up name) and the shapes of the jars, along with the colours and a special typeface used in the branding, were all carefully selected. As a brand, Lumojo is unique, easy to recall, and readily conjures associations of quality - it draws you in. By selecting a highly distinctive trade mark, the business is positioned to guard against new entrants attempting to follow in its footsteps. Lumojo sought trade mark assistance shortly after the brand creation process, allowing time to implement trade mark protection strategies not only in New Zealand, but internationally, well in advance of its launch. After securing a foundation of rights in New Zealand, the Madrid international filing system was used to target key future markets for the business overseas, with national filings in countries not yet party to the Madrid system. Lumojo’s story hasn’t ended yet, nor should it. Trade marks typically evolve with the business, and regular attention to the scope of protection and market competition is important. As a tangi- TURNING KIWI IDEAS INTO GOOD FORTUNE. Asia is the fastest growing force in the global economy. Yet the language of business, the language of law, and the language itself, are all spoken differently. Luckily our man on the inside, Johnathan Chen, is fluent in all three. You already know why the number eight wire is useful, Johnathan will tell you why it’s also good luck in China. LEVERAGING KIWI KNOW-HOW JAWS.CO.NZ Contact Johnathan Chen Head of the Asia Division, johnathanc@jaws.co.nz +64 9 914 6740 ble business asset, brand protection should not be left in a drawer and forgotten – but harnessed. Just as long-term business plans are formatted and implemented, short- and long-term IP protection plans help map out business defences and business growth. Lumojo founder Liz Urquhart says honey is an interesting product to consider in branding and marketing terms. “Is it a commodity, where there isn’t a great deal of difference between one quality honey and another, or can it be successfully ‘branded’ to take up a distinct position in the consumers’ eyes? “Honey has enjoyed relatively high returns for the product, which to some extent made branding financially unnecessary in the past – producers were all making good money so why differentiate? But if honey prices fell, that situation could change.” Urquhart says the decision whether to brand or not also relates to your marketing intent: if you brand, you are looking at high value and return over time, and not necessarily high volume. “You’re looking at engaging a part of the market that will identify with, and pay for, the brand attributes you’re selling.” The brand versus commodity approach can differ from country to country. Globally, the entry of private labels has impacted many foods in the fast-moving consumer goods sector. On the other hand, consumers value quality, uniqueness, and the ‘experience’. This has seen an influx in previously stable areas. Examples include new spreads with an organic focus and new packaging, and brands with a craft focus. The branding of goods such as cheese, coffee and chocolate demonstrates how ‘everyday’ foods items can be and have been elevated to become premium products. The harnessing of your brand plays a critical role in this process, along with re-thinking the nature of the product, its quality dimensions and its potential. Sarah Harrison is a senior associate with James & Wells, specialising in trade marks.
FT-Sep16
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