Jos Harrison is the Global Head of Brand Experience & Design at RB (formerly known as Reckitt Benckiser), the global consumer goods company behind brands like Lysol, Finish, Clearasil, Durex, Airwick, Vanish, and Harpic. At RB, Jos champions the role of human-centric design and creative business leadership, providing strategic tools and creative direction as well as […]
A growing category of trademarks has opened new opportunities for the clever strategist or brand manager to define and protect a brand. When an item’s “total image and overall appearance” successfully identifies its source like other trademarks do, that look and feel can function as a trademark. The components comprising that look and feel are called trade dress.