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Stobbs unveils new platform to aid brand owners

Technology built to improve the scope and value of brands and their associated intangible assets.

Global IP and brand law consultancy, Stobbs has launched iaidō, new technology which has been built to improve the scope and value of brands and their associated intangible assets.

The technology uses big data to blend real-time consumer purchasing patterns with their brand IP to track the effectiveness of trademark portfolios.

The spin-out company has already deployed its technology with a number of major global brands, including ABInBev (which owns brands such as Budweiser, Stella Artois and Corona), which has been a key player in the development and testing of the technology for the past 18-24 months, culminating in the first public release of the software at the end of last week.

By automating a series of manual processes and connecting strategic brand expertise, iaidō will give users an instant picture of their IP performance together with practical, actionable outputs. It will aim to transform efficiency of in-house legal teams in terms of managing non-use, protection strategy, gap fill analysis and renewals analysis.

In addition, Stobbs has also launched /iambic/ – a full IP and legal case management system which can be used independently or in conjunction with iaidō. The dual launch of iaidō and /iambic/ aims to provide innovation that the creators believe the service provider landscape is currently lacking.

“We have built a solution that allows brand owners to build out their protection strategy, then compare it with their existing portfolio and business intelligence data,” said Lewis Whiting, founder and ceo. “All large brands possess this type of data but rarely have reliable instant access to it on a day-to-day basis, to inform the strategic management of their assets.

“This is a fundamental need, and our solution has been designed to fill the gap in the IP software industry that currently exists – a complementary platform rather than replacing any existing solution.”

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