Duane Morris – Page 3 – Fashion, Retail and Consumer Branded Products

October 2, 2020 by Duane Morris

How to Build Relationships with Influencers (Part 2)

Christiane Campbell, partner and team lead of Duane Morris’ Fashion, Retail and Consumer Branded Products Industry Group, and Victoria Danta, Duane Morris attorney, authored the Fashion Mannuscript article, “How to Build Relationships with Influencers (Part 2).”

They write:

The first part of this article discussed corporate social responsibility (CSR) and how brands and businesses should be mindful in forming partnerships.

In building an influencer partnership, being reactive, as well as proactive, is key. Respond to potential partners that reach out to you while proactively researching potential partners with whom you would like to form a relationship. Have concrete ideas about what you would want to gain from such a relationship before entering it.

If this sounds a bit like dating (or online dating), that is not surprising. A brand-influencer partnership is, quite literally, a relationship that requires investment. In considering how best to invest, also consider which influencers on which platforms are most likely to be able to reach your consumers and form authentic, credible connections with them.

Read the full article.

September 9, 2020September 9, 2020 by Duane Morris

How to Build Relationships with Influencers (Part 1)

They write:

What do The Marlboro Man and The Most Interesting Man in the World have in common? They are fictional characters, created in the board room, to shape consumer brand preferences. What do these two fictional characters have in common with the Kardashian sisters? Arguably, they are all “influencers.”

In advertising, an influencer is any individual, celebrity, character or persona perceived by consumers as having specialized knowledge, authority or insight into a particular subject, making them ideal launch pads for brands or new products. While influencers of the past were created by marketing execs, most modern-day influencers are celebrities, bloggers and other content creators with whom consumers feel an authentic connection.

Read the full article.

May 15, 2020May 15, 2020 by Duane Morris

Protecting Your Brand and Customers During a Pandemic, Part 2

This post was co-authored by Duane Morris partner Alain Villeneuve and patent agent Nicole Candelori, and it is the second installment of a multipart series.

In Tuesday’s post, we helped you diagnose and address the misuse of your brand as part of a website’s URL address. We hope this was useful. Recently, because of some desperation to sell low-quality goods, there has also been a dramatic increase in the misuse of leading brand names to sell infringing and/or counterfeit goods. The brand names are often used as part of a longer semi-descriptive name of a product on an online retailer site. We have also observed these brand violations on fully structured websites and in social media ads that draw to these pages. As part of these websites, your brand could be used somewhat descriptively in the title, in part of the product description text, in strangely frequent occurrences in the reviews, or simply in a comparison. Use of your mark, sprinkled on webpages, helps internet search engines find this abuser’s page, and these uses are most often illegal. Continue reading “Protecting Your Brand and Customers During a Pandemic, Part 2”

December 23, 2019January 22, 2020 by Duane Morris

Nanette Heide Comments on the Future of Private Equity Firms and Small Beauty Brands

Nanette Heide, Duane Morris partner and Fashion/Retail/Consumer Branded Products Group senior advisory partner, is quoted in Glossy article, “Private Equity Firms Will Get Comfortable With Small Beauty Brands in 2020.”

“The trend will be private equity companies getting involved in brands earlier and taking on a minority stake versus majority control,” she said. “They’ll blur the lines of venture capital in order to make sure they are in early enough, because then brands can catch fire and sell within 16 months.”

To read the full article, visit the Glossy website.