The greatest sporting show on Earth has begun, as Paris has now officially launched the XXXIII Olympiad, the third time the City of Light has hosted the summer Olympic Games. The expected hype that goes with the most famous sporting spectacle in the world has not disappointed. Nor yet are the hopes of the many Olympians eagerly awaiting their chance to mount the podium in gold and glory. 

The image of the Olympics has attained the true status of iconic - a word that is entirely accurate for the values and memories of millions. How can its magic be bottled or valued? We all have experienced that uniqueness, and we even own a tiny part of it. Who would not buy a badge or a memento to mark the celebration? 

The ‘bottling’ and ‘packaging’ of sporting stardust is down to one thing, its intellectual property (IP). The International Olympic Committee (IOC) who oversee, organise and promote the games worldwide understand this entirely, and harness IP for the broader movement’s benefit: it is their own powerful asset, monetised to benefit sporting participation around the world. 

So, what exactly is it? How do you ‘sell’ the Olympics? 

Olympic IP Rights

The most recognisable emblem of the Olympics would have to be the five famous Olympic Rings. First created in 1913, they represent the five continents of the world, incorporating all the colours of the flags of nations who compete. Pierre de Coubertin, one of the co-founders of the modern Games, drew and coloured the original by hand. 

Today the rings are a trade mark, and visually represent all that the Olympics stands for. Being able to use them is to be officially associated with the IOC and its movement. That has real value. 

However, it is not only the famous rings that are owned and carefully managed; there are Olympic phrases too. Would you like to use the word Olympian in your marketing campaign? Best not to, because the IOC owns the commercial usage of that word. As well as the words: Olympic(s), Olympic Games, Youth Olympic Games and Olympic torch, among many others associated with the games.  

Many more even include slogans. Faster, Higher, Stronger – Together, the most famous phrase for the games. 

Olympic ‘Property’ 

These trademarks among its many other designs and creations are regarded as the IOC’s properties. The IOC defines its properties in its Olympics Charter as those things that ‘refer to the Olympic symbol, flag, motto, anthem, identifications (including Olympic or Olympic Games), and any musical, audio-visual or creative works created in connection with the Olympic Games.’ 

It’s not only the trade marks it owns, but emblems, mascots, torches, posters and pictograms (an image or symbol used to represent words or ideas). The peripheral design assets also carry the spirit and memory of each Olympiad. I know this myself, as I owned a badge from the 1984 Los Angeles Olympics that my dad brought back on a business trip. That’s the reason I remember those games being so young (as well as the 84 glitzy grand pianos playing in unison at the opening ceremony – one to look-up). 

The other IP rights of copyright and registered design are part of the IP package of protection and utilised fully by the IOC. Another piece of favourite memorabilia is old Olympic Posters. Looking at how the designs have changed over the 20th century and into the 21st is a visual lesson in the evolving look and styles of the advancing decades.  

These are just a few of the multiple properties that are utilised for best commercial impact. You can see the various kinds they own on the IOC’s page, dedicated to managing their IP assets. 

Laws and treaties supporting the Olympics' IP 

There is also something unique about how the IP rights of the Olympics are enforced. Many countries around the world (the UK included) have adopted IP protection for Olympic assets in its own statute books. We have the Olympic Symbol, etc (Protection) Act 1995 and subsequent amendments for the London 2012 Olympics.  

Other countries may opt to be a signatory to the 1981 Nairobi Treaty on the Protection of the Olympic Symbol.

This is a recognition of the unique cultural value of the games: its non-partisan and unifying ethos that many countries recognise value and sign up to in principle. It adds to its specialness. 

Income in licencing 

All these Olympic properties are able to benefit others, but under the strict conditions of a licence. This is typical of every other form of intellectual property, it can be ‘rented out’ to others for commercial or non-profit use.  

The World Intellectual Property Office (WIPO) has some helpful information on IP and the Olympics. On merchandising, it states that ‘by maintaining high merchandising standards, they act as creative and pro-active custodians of the Olympic brand, enhancing the Olympic image and ensuring quality goods for the public.’

This partnership with the private sector helps to keep the Olympic image current and relevant. It is a very convenient two-way street as sponsors will pay top dollar to have rights and association with the sporting movement. Sponsorship revenue for the Paris games is estimated to exceed £1.08 billion.  

Having official sponsors and licences is also a safeguard against anyone trading off the image and rights of the IOC. The problem can range from the serious issue of counterfeit goods or even businesses large and small trying to cash in on the mood. Infringement takes potential revenue away from supporting sports and participation around the world. 

Olympian IP direct to your home 

As you watch and enjoy the incredible, inspiring feats of sporting brilliance, there is a single reason why we can all enjoy it: the Olympics has retained its value for everybody. This is only because of IP and its effective use by the IOC and its affiliates. They have been highly effective and successful in how it has managed and controlled its ‘property’.  

The Olympic brand has such high esteem because of intellectual property. It will continue to do so as it builds on its legacy of heroes and Olympic hopefuls of the future.  

 If you want to find out more about how the different kinds of IP can benefit your business, you can sign up to our online webinars or attend our Kickstart Your Business workshops. 

Written by Jeremy O’Hare, Research and Business Development Manager at the BIPC.

It was the battle of the burgers the other week as independent Irish fast food chain, Supermac’s, chalked up a sizeable trade mark victory for small and medium-sized enterprise (SME) businesses.  

A much bigger Mac (you know who) recently lost an important European Court of Justice decision regarding exclusive rights to the term ‘Big Mac’ (or similar ‘Mac’ variations) for meat and fish products, excluding beef. This created a legal opening for Supermac's to defend its right to use ‘mac’ in the naming of their meat products, including poultry too, by putting its challenge to McDonald's.   

The case highlights some very important lessons in relation to trade marks that apply to businesses of all sizes..  

Trade marks; get your classes right 

A trade mark is a ‘sign’ that ‘identifies you as the owner of your goods or services to make clear it belongs to you’. We’re surrounded by them every day and your favourite brands and products are all likely to be registered trade marks. . 

When any business applies to register a trade mark, they need to indicate which area of trade the mark will be used in. It could be goods, services or anything in between. This is known as the Nice classification system (after the city in France) and it’s adopted all around the world for consistency.  

Trade marks are territorial too, meaning that if you sell abroad, you’ll need protection abroad. For the United Kingdom you can register a new trade mark with the UK Intellectual Property Office for the European Union, the EUIPO. 

In 1996, McDonald's applied for an EU wide trade mark for the phrase ‘Big Mac’. They applied under Nice class marks 29; ‘edible sandwiches, meat sandwiches, and chicken sandwiches’, Nice class 30; ‘services rendered or associated with operating restaurants and other establishments or facilities engaged in providing food and drink prepared for consumption and for drive-through facilities’ and Nice Class 42, ‘preparation of carry-out foods’. A sensible range of classes for the activities McDonald’s was trading in, or intending to trade in. 

The first lesson here is that it pays to know the areas of business you want to sell your products or services and to find the correct corresponding Nice mark before filling in your application form. You can search all Nice classes by keyword to find the best match for you, here. 

Furthermore, it pays to use the mark in the classifications of choice, as we’ll see why. 

Trade marks; use them or lose them 

Supermac’s had also chosen the correct class marks, but the crux of the recent case was over usage.  

Under UK and EU law, a registered trade mark must be demonstrably in use in the classifications it was registered within the first five years and every five years after. There’s good reason for this, as it prevents the equivalent of companies ‘squatting’ on trade marks without using them. We’ve seen how unfair that has been in relation to URLs, so this trade mark law acts as a  safeguard. 

This means a third party can file for a revocation of a trade mark for non-use, which is essentially what Supermac’s did. Their argument was based on the fact that McDonald’s had not used ‘Big Mac’ in relation to chicken sandwiches or foods prepared from poultry products, for which the mark was also registered in.  

McDonald’s tried to defend its ‘Big Mac’ mark citing its use of the mark for meat products besides beef burgers, but it wasn’t enough to persuade the judges. They failed to gather significant evidence of sales volume or length of usage. The mark hadn’t been used properly, so consequently they lost exclusive right of use. 

The initial ruling was to lose all meat products, including beef, but on appeal McDonald's was able to win back exclusive use of the mark in relation to beef products (which is what we know it’s famous for, after all). 

This opens an opportunity for Supermac’s and other food outlets to use similar ‘Mac’ like names, in other meat and fish products, so long as it doesn’t trade off the name and reputation of the ‘Big Mac’.  

The second lesson here is make sure you use your mark, otherwise it risks being challenged. 

Trade marks; prove you’re using them 

This case emphasises another lesson for all business owners, keep good records. In the case of McDonald’s, they weren’t able to prove adequate usage. This is more significant a loss, given its size and enormous resources to fight legal battles. There’ll no doubt be important lessons learned for them, but these apply to any business. 

So, keep records of where your mark is used in marketing and advertising campaigns and where products or services might be listed. Ensure you have evidence of sales, as this can be an important figure if you need to fight for damages to reputation if someone infringes your mark, or in the case of McDonald's if you need to defend it against a revocation challenge. 

Your value is your brand 

What’s in a name?  

Everything. Many of us have grown up with the ‘Big Mac’ brand and some of us may even consume the product. That’s why trade marks are so important for any business large or small. It’s the identifying mark that distinguishes your product or service from everyone else. As this case study shows, intellectual property law is there to ensure as best a level playing field as possible. 

Your trade mark is a vital asset that you need to prove you’re the owner of.  

It doesn’t matter whether you’re a brewer, barber or in the burger business, what you’re famous for will always be your brand. Supermac's have always known this, and McDonald's have just been reminded of it. Your trade mark is the key to keeping that way. 

The British Library's Business & IP Centre runs a regular programme of intellectual property webinars and workshops that include trade marks. You can view the latest listing of upcoming events here.  

What data is being used to feed the ‘learning machine’?

Another AI-generated storm has occurred with the recent news that a chatbot voice created by OpenAI sounds eerily similar to Hollywood star, Scarlett Johansson. The story takes a more unusual turn, with claims by Johansson that she was asked by the same company to be a chatbot voice, refusing the offer a number of times. 

It seems the boundaries between human and machine are now completely blurred. The inexorable rise in the power and utility of generative Artificial Intelligence (AI) is producing case after case of controversy, ethical debates and inevitable concerns about where it’ll all end.  

Generative AI is artificial intelligence that is capable of creating text, videos, images or other data that has similar characteristics to the ‘training data’ used to create them. The question as to whether these works are original creations in and of themselves is hotly contested. 

However, Scarlett Johansson’s case is not the first time that generative AI has fallen afoul of celebrities and artists. Tom Hanks warned of a fake ad using his image to promote a dental plan he did not endorse. Musicians Drake and The Weeknd have experienced having their voices used to create an entirely new song, not of their creation. AI software was trained using their vocals and that was the key to the generative work being created: called, ‘Heart on My Sleeve’, it was subsequently dropped from streaming services after protests from the artist’s music labels. 

The question now with Johansson’s example is whether it’s all just an unfortunate coincidence that the voice of OpenAI’s, ‘Sky’, ended up sounding too similar to Johansson. And how was that voice created? Who owns the final product? 

In times like these, who else can you call, but an Intellectual Property lawyer? 

Where is the intellectual property? If Johansson decides to pursue a case of infringement against OpenAI, she can call upon laws in most US states known as ‘publicity laws’. These work in a similar way to other IP laws, in that the individual is ‘the product’. This means that they have the right to control the commercial use of their name, likeness, image or identity.  

In the case of Johansson, it’s the use of her voice.  

It’s no surprise to discover that the state of California, being the home of Hollywood, has such a law. (We don’t have an equivalent in the UK, but we do have other laws that can be stitched together to do the same thing). 

In fact in the US, legislators are right now actively looking at strengthening federal laws to provide further clarity on individuals and usage rights. Recent debate around the proposed bill for a NO FAKEs Act addresses these issues directly. 

Meanwhile, in the UK there seems to be a growing consensus in reasserting the interpretation of ‘data mining’ in existing UK copyright law to mean the use of data (for machine learning) only for non-commercial purposes. This is significant as it precludes the commercial use of data mining by AI companies.  It’s all in the prompts. 

Two sides to every case

The creators of generative AI have some arguments in their defence too. For an AI platform to generate an image, voice or text, word commands called prompts need to be used. And there is growing recognition in the power and skill of using the best possible prompts to create the most desired output. Think of a very long and focused search engine description.  

In fact, these particular prompts can be so integral to the final generated product, that they can be considered a trade secret and even copyright. These are two existing IP rights used all over the world.  

So it’s advisable that creators (be they companies or individuals) record the prompts (but keep them secret) in order to prove the creative process and also potentially as a defence in case the output does inadvertently infringe someone else’s copyright (or publicity right for that matter).  

Moreover, companies like OpenAI are significantly investing in their platforms by feeding them with all the data they need. They also have an IP interest because there is an inherent novelty and commercial value in creating (and licensing) the platforms themselves. They too, are protected by intellectual property rights and copyright is the predominant IP protection for software. 

But, as ever, there’s another flipside, and that is the question of what data is being used to feed the ‘learning machine’? Is the data public domain information? Or is it under copyright? If it’s the latter, it carries real risks of a generative platform creating an infringed work. As they say across the pond; ‘garbage in, garbage out’. 

Human v Machine; who’s the creator? 

The big question remains, who owns the intellectual property in an AI creation? If I use a generative AI platform, can I claim ownership of the final product?  

The first thing is to always check the licence agreement of the platform you’re using, especially if there’s a clause where they keep a record of the prompts used, or if the generated image can be reused.  

In the United States, the question of whether an AI created product can itself be subject to copyright has been partly addressed with the recent case of graphic comic titled Zaraya of the Dawn. The United States Copyright Office rules that ‘works created with substantial AI input are not eligible for copyright protection in the United States.’ Interestingly, they did recognise that the prompts were a work of human authorship, so therefore falling under copyright, as were the text and arrangement of images, but not the resultant images itself. 

In the UK, the question is complicated further by an interpretation of what Section 178 of the Copyright, Designs and Patent’s Act (CDPA 1988) could mean in relation to AI today. In the Act copyright cannot vest in machines or non-human actors but if ‘in the resulting author of a computer-generated work is the person “by whom the arrangements necessary for the creation of the work are undertaken.”’ It takes a sharp legal mind and a good case to define how that could be interpreted! Any interesting broader summary for existing UK copyright law and AI can be read here. 

It’s complicated... but also clear 

As the world begins to adapt to the massive disruption that AI will create, it’s safe to say that some boundaries have been drawn and clear sides are taken.  

1. If you’re creating any original work of any kind, you have rights over that work. Nothing has changed. 
2. If you’re using AI generated work, your ownership of work is open to question and at times challenged depending on the way national laws are interpreted, and the terms and conditions of the platform creating it. Best to seek legal advice for your particular context. 
3. If you’re an AI developer, you are at risk if the data you’re training your machine learning on is potentially copyrighted. So legal advice around taking protective measures against the risk of infringement or seeking permissions to use that content is a necessity.  

Further useful guides on all can be found on some law firms, such as here. 

Regardless of who will win the IP wars between humans and machines, a human is still a human and their voice will always belongs to them. In our age of digital disruption, Scarlett Johansson may well be helping us all find our voice, and keep it too. 

Written by Jeremy O’Hare, Research and Business Development Manager at the BIPC.

What's it really like to have a family member that's also your business partner? In honour of International Day of Families, we caught up with just some of the family-run businesses that we have supported on their journeys to success.

Buttercrumble

Abigail founded creative design consultancy 'Buttercrumble' with her twin sister Chloe, and we are proud to have supported them through our scale-up programme Get Ready For Business Growth (applications are now open, email [email protected]).

What made you decide to set up a business together? 

"Ever since we can remember, we’ve loved collaborating. As children, we’d always be drawing joint pictures together. We had a creative calling, and knew we wanted this to be our career. It would be rare to find a workplace that would employ both of us simultaneously, so we made our own opportunities. We’re following our passion and we love it!"

What is it like having a business partner as a family member?

"Comforting. You have to trust your business partner completely because business is tough! When we work together, we know we’ll receive honest feedback and authentic support. It’s in our best interests to help each other out. We feel fortunate knowing someone always has our back."

What’s your favourite thing about working with a family member?

"We see each other nearly every day! Yes, sometimes it can be intense, but we’re grateful for all the time we can spend together doing something we enjoy. We get to share in the successes, and that benefits the rest of our family too. It brings everyone together."

Is it hard to separate family time and work time?

"Whenever we go out for a casual coffee date, we always end up talking about business. It’s tricky, but we enjoy our work, so sometimes we can’t help ourselves. That said, it’s important to take breaks. It can help to bring along friends and other family members to curb our work chat. It helps to have hobbies too!"

What advice do you have to anyone who is looking to go into business with a family member?

"Separate business from personal matters. It’s easier said than done. We continue to learn, but we must retain professionalism when we’re working with our clients. Sort out squabbles outside of the office! Don’t let them harm your business efforts."

You can hear Chloe speak about collaborating with her sister at our Start-Up Stars: Creative Collaboration event next week - an evening of inspiration and networking as successful creative businesses tell their collaboration stories. Book your free ticket here.

London Fine Art Studios

Ann founded 'London Fine Art Studios', a school dedicated to teaching the classical techniques of drawing and painting, with her twin sister Clare and husband Scott. They also received support from our Get Ready For Business Growth programme.

What made you decide to set up a business together?

"As family members you know you can trust their work ethic and that they have your best interests at heart."

What is it like having a business partner as a family member?

"I work with both my husband and my twin sister. I think it can be very amazing as you can short cut so many questions and you know you don't need to worry about how you phrase things or if you upset each other as it is more important to be time efficient."

What’s your favourite thing about working with a family member?

"It's nice to be able to see them every day and at meal times: it allows you to get to know them so well."

Is it hard to separate family time and work time?

"This is the only downside, as often my husband will want to talk about work at home. We all need switch off time, and it can sometimes be unfair on the children if work is always being brought up."

What advice do you have to anyone who is looking to go into business with a family member?

"Establish your boundaries before you start. See that person in a working environment, both in terms of their work ethic and how they treat other people. I worked with my husband for five years in a separate business before we set up our own business. It is obviously great if the work is going well, but also can be nice if one of the couple has a steady income."

Ann will also be speaking at the Start-Up Stars: Creative Collaboration event, find out more.

Sweet Paper Creations

Patty founded handmade piñata brand 'Sweet Paper Creations' with her eldest child Ali. They received business support from their local BIPC and are now business ambassadors for our BIPC Local in Waltham Forest.

"When Ali was struggling with their mental health, I didn't know how to help or motivate them, so I started making piñatas as a relief strategy to cope with the waiting time to see a professional. We found that making piñatas together allowed us to relax and simply exist around each other, and this led to us setting up our business, as well as being able to open up to each other. 

Working together has been quite a journey, but it always brings a great feeling of achievement. From the very beginning, we decided to differentiate between the roles of mother and child and allocate responsibilities to each other. This has helped us to stay organised and on track. We have established effective communication and mutual respect for each other's abilities and roles."

Thinking of starting up with a family member? Sign up for our free Kickstart Your Business programme that offers tailored, accessible workshops and webinars to help you on your business journey. Topics covered include financing your business, researching your market and protecting your business's intellectual property. Find out more here and sign up today!

We are proud that supporting small businesses is at the heart of what we do here at the Business & IP Centre (BIPC). This year we reached out to some of our BIPC London business ambassadors, as well as entrepreneurs who received help on their business journey through their local BIPC resources and our Get Ready For Business Growth programme, to provide advice on coping with the inevitable stresses of starting up. 

1. Celebrate the small wins

"Celebrate every small win. When you’re motivated your creativity improves and it’s easier to develop new solutions for business-related problems or invent new products. The connection between physical and mental health is stronger than I thought. It’s important to exercise both mind and body to fully use all your skills on your business. Female entrepreneurs can often face a wider range of challenges: in my case I’ve started my pre-menopause at 42. This brings short periods of depression and lack of sleep, some mornings I don’t want to even get out of bed. It’s difficult, but exercise helps a lot."

- Judy Chicangana, Founder of Delmora and BIPC Local Bromley business ambassador

2. A SMART tip

"It is so common to experience stress if you're a small business owner: it's practically inevitable, unfortunately. To cope with the pressure, I recommend setting SMART goals for your business (Specific, Measurable, Attainable, Relevant, Timely). I always reassess priorities and break down tasks into manageable steps. It's also crucial to ask for help when you need it - reach out for support from mentors and professional networks as they will help you to see the bigger picture. For example, the Get Ready for Business Growth Programme helped us to put things into perspective when it comes to diversifying our revenue streams and organising internal processes. It's worth remembering that challenges are only a natural part of growth!"

- Dana Storo, Co-founder of Codex Anatomicus and Get Ready For Business Growth graduate

3. Visit your local BIPC

"Running a business is a challenging endeavour, especially in the beginning, and new business owners have a lot to learn. My advice would be to visit your local BIPC for business support instead of struggling to work things out for yourself. This, in turn, will reduce your stress levels and give you breathing space. When things feel too much it's important to take some time out to think and do something that excites you. Spend time with good friends and loved ones. That experience will boost your mood and confidence."

- Nevo Burrell, Founder of Nevo Concept and BIPC Local Waltham Forest business ambassador

Find your local BIPC here. 

4. Networking is key

“If we were to give any advice to small businesses it would be to invest in and harness the power of your network. When we started TwelveTwentyFive we secured our first clients through our network and quickly learnt that we needed to develop it and curate it. Through the support of BIPC Northamptonshire and their in-person and online sessions, events and training we've been able to grow our network of like-minded small and start-up business owners. Through their Build Your Business grant we have been able to invest in our podcast 'Building' and are now featuring many guests who we met through the BIPC network.”

- Harry and Brendan, Founders of TwelveTwentyFive

5. Put yourself first

"In the whirlwind of entrepreneurship, prioritising yourself is essential. Remember our guiding principle: 'Put Yourself First.' Your wellbeing is the cornerstone of your business's success. Feeling stressed? Just pause, breathe and prioritise self-care. Lean on support networks like BIPC; you're not alone. Be courageous in reaching out for assistance in areas causing stress. As coaches, we know this will help you navigate challenges, ensuring both you and your business thrive."

• Jennifer McLean and Fiona Wedderburn-Graham, Founders of Amaze Associates and BIPC Local Lewisham business ambassadors 

 

6. Get out there and grow

"Immerse yourself in as many events and exhibitions as possible. This exposure not only fosters business growth but also provides a wealth of motivation from observing fellow entrepreneurs. The most significant support from BIPC Northamptonshire wasn't just the grant I received, it was the networking opportunities that really made a difference. Although the financial support was a bonus, it was the connections that proved invaluable. The guidance on constructing a robust business plan and continued support from the BIPC were true game changers for me."

- David Sikharulidze, CEO of Mavis Technologies 

7. It's a marathon, not a sprint

"Slow progress is better than no progress. Always think about the compound effect when starting a business: doing small things frequently adds to the big achievements over time. Your business journey is a marathon, not a sprint, so stay focused on your lane and compete with nobody but yourself. I recommend using the business tools and networking events that the BIPC offer to equip you with the knowledge to navigate your start-up journey and meet other like-minded business owners with whom you can share ideas and gain inspiration from. Whenever you feel stressed in your business journey, remember why you started: when you find your why, you'll find your way!"

- Mel Nichols, Founder of Chayses Boys Book Club 

8. Ask for expert advice at your BIPC

"It can be really overwhelming when you start off as a business, especially for a grassroots not for profit like us at WIILMA that doesn't quite fit into a particular box. However, my BIPC consultant really helped to identify and break goals down into small, manageable steps. They revisited these with me, and also checked in on how life commitments were going too, so I didn't feel alone through the process."

• JJ Khun, Founder of WIILMA and BIPC Local Waltham Forest business ambassador

9. Rome wasn't built in a day

"When starting a business, it's important to understand the purpose behind it before thinking about scaling. When your business provides solutions to problems, your business success will speak for itself through your clients. Remember the organisations and brands you buy from did not scale in one day; it took centuries and decades of hard work, dedication and the willingness to persevere amongst the delays they encountered. As a book publishing company, we continue to emulate gradual growth as we understand the needs of creative writers and use our platform to represent and support other local businesses. Our role as a BIPC Business Ambassador is to give value and support first-time and established business owners on their building journey. We are aware that running a business is not an overnight success but takes patience, tenacity and the willingness to come out of your comfort zone."

Esther Solomon-Turay, Founder of Authentic Worth and BIPC Local Lewisham business ambassador 

 

Kickstart Your Business

If you're thinking about starting up but aren't sure where to begin, sign up for our free Kickstart Your Business programme that offers tailored, accessible workshops and webinars to help you on your business journey. Topics covered include financing your business, researching your market and protecting your business's intellectual property. Find out more here and sign up today!

There is no denying that the world faces ever increasing environmental challenges for the 21st century: from climate change and energy consumption, to clean water, population growth and the sustainable use of our earth’s finite resources. How we meet and overcome these challenges is largely dependent on new innovations and the successful launch of products and services that are global game changers.

Did you know that intellectual property (IP) protection and commercialisation is the key to these innovations working? It’s no exaggeration to say that IP can save the world.

That’s why the World Intellectual Property Office’s (WIPO) World IP Day theme this year is sustainability and why the British Library’s Business & IP Centre is playing its own role in supporting IP and innovation.

How can IP save the world?

Every country, institution, industry and individual can make changes to make a difference.

In 2015, the United Nations set 17 sustainable development goals in the 2030 Agenda for Sustainable Development adopted by all member states, which underpins much of the focus and resourcing from governments and industry.

WIPO’s role is to “encourage and amplify the innovative and creative solutions that are so crucial to building our common future.” They work with these Sustainable Development Goals (SDG) and have provided some fascinating data around which areas of technical innovation are making a major contribution.

In their Innovation Maturity Matrix for SDG-related patents, it won’t be a surprise to see significant numbers of new technologies in Industry, Innovation and Infrastructure, Climate Action, Affordable and Clean Energy and Responsible Consumption and Production that are the current hot topics. You can read the analytics here.

There are thousands of new patents (a protection given to new technical inventions or processes) being granted all around the world that can potentially help in overcoming these global challenges, but there are other forms of intellectual property that can be just as important for any new invention or product, big or small.

To provide a tiny taster of some fascinating new ideas and businesses that are making waves, here’s a small sample of what’s happening right now that shows us how IP can save the world.

Fancy a flight on an electric powered plane?

Battery powered flight is the holy grail of aviation innovation. If the aviation industry, along with sea and road, can drastically reduce its carbon emissions it will go a long way to meeting global carbon reduction targets.

One significant step toward that is the ‘Spirit of Innovation’, which is claimed to be the world’s fastest all-electric aircraft, travelling at a top speed of "555.9 km/h (345.4 mph) over 3 kilometres, smashing the existing record by 213.04 km/h (132mph)". Rolls Royce was a partner within the 'Accelerating the Electrification of Flight’ project, part funded by the Aerospace Technology Institute (ATI), in partnership with the Department for Business, Energy & Industrial Strategy and Innovate UK. 

An important part of securing and reinvesting in innovation is patent protection. A company such as Rolls Royce will invest significantly to do this, with thousands of patents filed in scores of different technical areas and advances.

One such example of a patented technology by Rolls Royce to do with electric powered flight is 'Combined AC and DC Turboelectric Distributed Propulsion System'. All the technical details can be found here: EP3318492A1. By contrast, another company Aurora Flight Sciences Corp has a patent for a ‘Hybrid Propulsion Vertical Take-off and Landing Aircraft’. (Patent number WO2017123699A1), proving beyond doubt that the sky is no limit to sustainable innovations in aviation.

If you think you’ve a world changing invention, you can sign up to our patent searching webinar every month on our listing of workshops and webinars.

Solar energy innovation is a walk in the park

Reimagining the everyday things around us and converting it into a sustainability solution is the perfect example of innovation at its finest. That’s why the product 'PlatioSolar', created by a Hungarian firm, Innovatív Térburkolatfejlesztő Kft. (PLATIO Solar), is a fascinating step forward (literally).

It uses the pavement where we walk as photovoltaic cells, also known as solar cells. The product is itself made of recyclable material and is heavy duty and scratch resistant, essential for its outdoor use. The composite frame and shape of the product is certainly interesting and it may explain why it has a registered design protection for the United States. You can view that protection here.

A product like this has the potential for other uses and applications, strengthening the business model of the company behind the innovation. Customers could be local authorities but also home users too, so it’s not a surprise to see the product marketed for residential homes and gardens as well as smart cities. The company picking up awards along the way certainly helps as well.

Could the future of solar power by under our feet as well as up in the sky?

Carbon foot prints and paw-prints

The thought of eating insects for protein is not exactly everyone’s idea of cordon bleu, but there has been an undeniable shift in our awareness of what we eat and where it comes from. The move away from meat to more plant-based foods and the increasing take up of vegetarian and vegan options is a consumer shift that’s likely to stay. As with humans, so too with pets.

Pet food sales are a major part of meat usage, estimated to be at a quarter, and this of course has an environmental impact too. This is why award winning UK firm Mr Bug has come up with a completely different product and solution to the use of meat and dairy in pet products.

Theirs are insect-based dog treats, packed with the protein your dog needs. Mr Bug bases its product on veterinary science and studies that support that their mealworm product is as beneficial as other alternatives: with of course the added benefit of being environmentally sustainable.

With such a memorable brand and a product that people no doubt will share and talk about, protecting the brand name 'Mr Bug' as a registered trade mark is essential. You can see their trade mark on the UK trade mark register here.

Every business will build a brand and a reputation around their name, which is why registering a trade mark is of potential interest for every business start-up and even sole trader. Trade marks are another form of intellectual property protection.

New product innovations such as Mr Bug, with IP protection and a sound sustainable business plan, go a long way to not just reducing our carbon footprint but also our paw-print too.

If you’d like to find out more about trade marks and the importance of owning your own brand when starting up, then sign up to our free Kickstart Your Business workshops.

The future is always innovative…

One certain thing in our time is change. Governments, industry and citizens make choices to invest, spend and create things that can help or hinder our life and environment on this precious blue jewel we call earth. Innovation will be central to how we overcome these challenges. So today, being World IP Day, provides us a chance to rethink, redo and reinvent for the future.

With so much change and inventiveness, the planet’s future sustainability that we hope and work towards, can certainly be saved with IP.

Written by Jeremy O’Hare, Research and Business Development Manager at the BIPC.

To celebrate National Siblings Day we caught up with Ronke Jane, who founded fashion business Cultureville in 2018 with her sister Adeola. The African-inspired fashion brand specialise in hand-crafted clothing and accessories that feature bold African wax prints in contemporary designs. Cultureville utilised BIPC Greater Manchester to get support for their business, particularly through their social media workshops, and have also been receiving mentorship on our Get Ready For Business Growth programme.

What made you decide to set up a business with your sister?

Getting into business with my sister was a very practical decision: Adeola was in Nigeria and could be really hands-on with our production team and I was living in the UK and could take charge of our distribution. Our skills were also very complimentary - I was great with the technology aspects of our business which was invaluable for digital marketing and e-commerce whilst Adeola's background as a lawyer was vital for  managing the commercial side of things, so it worked out well!

What is it like having a sibling as a business partner?

Like most things, it comes with its benefits and challenges, but for us the positives far outweigh the negatives. I get to work with my best friend which is amazing and even in the difficult times I know she will always have my back. On the flip side we spend a lot of time together which can be overwhelming and it's hard to switch off from work when we're together. Furthermore, family issues can really impact the business because they impact you both at the same time. Ultimately working together has actually brought us closer, we understand each other better and our conflict resolution has improved. 

Is it hard to separate family time and work time?

Definitely! I'd say separating work and family time is one of the most challenging parts of going into business with your sibling, you have to make sure you're spending quality time just as siblings outside of work which can be hard because you already spend a lot of time together. 

What advice do you have to anyone who is looking to go into business with a family member?

Communication is really important, don't make assumptions on what they are thinking, feeling or doing based on your relationship - having regular meetings where you can lovingly and honestly address your grievances really help with this. Keep it professional - you may be family but work is work so don't bring personal issues into the mix. Understand that you're a team: don't spend energy fighting each other when you can spend it on pursuing your goals. 

Sound like something you could do? If you'd like to look into setting up a business with a family member, a friend or even on your own, visit your nearest BIPC and find out how they can help today.

We're extremely proud of all the businesses we support, but did you know that 66% of them are owned by women? Two of them recently caught up with The Gender Index to discuss their business journeys and give tips to fellow women who are on the same path.

Kate McKenzie is the founder of Word Window, a device for parents and teachers to use when reading to children. Kate was one of the BIPC Northamptonshire SME Grant winners and has used the BIPC's resources to propel her business forward. From invaluable one-to-one sessions to comprehensive market research reports, she’s gained crucial insights to fuel her growth. With our expert intellectual property support, Kate has safeguarded her innovative ideas and met with a vibrant community of like-minded small business owners.

Kate's tips for start-ups include:

Head to your local library

"I’d gone from working full time in a college to setting up my own business. I didn’t know anything about the world out there for entrepreneurs or the help available. For me, the library was a place to get a book, it wasn’t a place where I could be signposted towards business specialists or IP experts. Most local libraries will be connected to a central library so speak to yours to find out more."

See what you can get for free

"Lots of companies will offer an hour’s advice for free. And if you need market research data, don’t just assume you have to pay for it. BIPC holds all sorts of data and resources that are free to access so have a good look through to see if they’ve got what you need. It’s surprising what information and help you can get for nothing."

Accept it won’t be perfect at first

"You can’t think too much and you can’t make it too perfect before you go for it. You have to just believe in yourself, even when it seems things aren’t working, and keep the faith."

Most importantly…

Keep quiet

"If you’re launching a new product, don’t tell anyone about it! To register your own Intellectual Property (IP), you have to declare you’ve not shared your concept with other people. Luckily I’d heard about that, so kept my idea to myself."

If you need any intellectual property support, head to your nearest BIPC.

You can read Kate's full interview with The Gender Index here.

 

Susan Widlake was an IT Auditor with a passion for hats, who travelled the world with a sewing kit and a collection of treasures in her suitcase. After spending years learning and honing her craft, Susan hung her corporate hat and turned her passion into a business when she founded Mill House Millinery.

 

Susan's journey:

 

"Early on I went to a Start your Creative business Day at the British Library in London. That was really helpful, and if you go up the stairs at the library you’ll find the Business & IP Centre. I didn’t even know it existed! They run a whole range of courses and workshops and the majority are free or very low cost. It was an excellent introduction to starting your own business."

Use your skills

"It was a real bonus when I realised I had the knowledge, I just needed to scale it down. My background really helped me when doing things like drawing up the business plan and targeting customers and messaging. That’s exactly the sort of thing I had been auditing."

Everyone makes mistakes, and that's ok!

"I’ve also learnt that you shouldn’t be scared of making mistakes. That’s been a big mind change for me coming from an audit background where everything has to be perfect."

Find your business family

"One thing that was completely different though was networking. I was used to being in a very male orientated, and dominated, field. In hat making, suddenly I was having to network with a totally different set of people. And actually, I felt much more comfortable."

You can read Susan's full interview with The Gender Index here.

Everyone's journey to entrepreneurship is different. Looking back, I realise mine began with a stubborn determination to prove that there's nothing wrong with a creative business idea and has been shaped by being a woman at every step along the way.

I've always been obsessed with stationery. The first blank page of a new notebook holds as much magic to me as the first page of a great novel: the excitement and possibility about where it will take you. I tried to start my first stationery business at age ten. It was a greeting card company with a little self-designed logo and range that I was rather proud of. As a teenager, my dream was to start a proper creative business, but my parents and teachers insisted there were better career options.

I studied hard and was lucky enough to be the first person in my small convent school to get an offer from Oxbridge in many years, which threw any chances of pursuing something creative out of the window. I read Natural Sciences at Cambridge and entered a graduate job at GlaxoSmithKline, combining my love of marketing and science. I hoped to make a difference to people, but I found that the more senior I got, the more removed I felt from being able to do so. After eight years, I was appointed a Director within the UK business. I loved the people I worked with, but hitting 30, I knew it was now or never.

I took a week off work and wrote a business plan for a personalised stationery brand, nervously walking in on the Monday with my resignation letter clutched between sweaty palms. People said I was crazy. My mum was dismayed: "you'll never make a living from selling cards", she reminded me, but that only made me more determined.

I'm proud that my business, Martha Brook, has grown from those small beginnings into a much-loved lifestyle brand with offices in London and Melbourne and a thriving worldwide community of stationery lovers. The early days involved bootstrapping and long hours. Many times, I've found, as a woman running a creative business, that people tend to underestimate your ambition and capability. This was at its most stark when I set out to raise our first round of investment in 2020. It's a sad fact that only 1% of investment capital goes to female-founded businesses in the UK, and spending time in this male-dominated environment really showed me why. One angel investor quipped during my pitch, "At your age, I don't understand why..." Can you imagine them saying that to a man?

It was then that I first discovered the British Library's Business & IP Centre, a fantastic free support for small business owners and entrepreneurs. Using their resources, I turned to crowdfunding and was blown away when we hit our target in 24 hours, which was a real turning point for our business.

Also, as a woman, you have to juggle so much other 'life stuff'. A year into starting Martha Brook, I was diagnosed with endometriosis and told I couldn't have children naturally. While growing the business, I have quietly had seven rounds of IVF and four miscarriages. When my miracle daughter was born last year, I had to work out how to manage some time off and then balance childcare and CEO responsibilities.

My experiences have made me a passionate ambassador for the creative industries and women in business. I mentor other business owners, regularly speak at and run events for female founders, and was proud to be awarded Consumer Goods Businesswomen of the Year at the Great British Businesswomen Awards last year.

Since 2022, I have sat on the British Library's Advisory Council, and I am thrilled to be appointed as an Ambassador for the British Library's Business & IP Centre. I have seen first-hand the impact the Centre makes to drive economic growth and help the aspiring SMEs that need it most. 72% of the aspiring entrepreneurs that the Business & IP Centre has helped are women, 26% are from a minority ethnic group, and 10% have a disability. This is a significant impact in disadvantaged and underrepresented groups, delivering a notable return on investment of £6.63 for every £1 of public money spent.

It feels fitting that it is International Women's Day. There's nothing wrong with a 'girly' or creative business idea. Women are not less serious about their goals or dreams and are every bit as capable of achieving them. I am delighted to help widen the Business & IP Centre's reach to new audiences and champion its entrepreneurial goals.

 

Ready to kickstart your business journey, just like Martha did? Connect with BIPC for expert support and advice!

February is a month in which high street shops are adorned with hearts and flowers, and products are often tailored to reflect the theme of love. However it can be more than just a time for romantic gestures, and also a chance to treat yourself and your loved ones while also showing your local business community some love.

Below you can find a selection of luxurious products from the entrepreneurs supported by our Business & IP Centres (BIPCs) across the UK. Whether you're looking for self-care treats, or thoughtful gestures for friends and family, you’ll also help support our vibrant community of small business owners.

Give something scent-sational

Sarah McCartney, who used our scale-up programme Get Ready for Business Growth, has always had a passion for making her own scents. Her award-winning fragrance, Goddess of Love & Perfume, is dedicated to Aphrodite and how she imagined the perfume she would be wearing if she descended to the North York Moors. Treat yourself or your loved ones to this luxurious perfume, a blend of all the fruit and flower materials we love best: rose, violet, raspberry, blackcurrant, bergamot and Mandarin.

Cost: £60 for 15ml,  £150 for 50ml

Where to find: 4160 Tuesdays

A sweet surprise

Vicky Armitage used BIPC North East to research the trends in healthy eating and chocolate, and her business produces raw cacao bars made from organic and nutritious ingredients. With flavours ranging from roasted almond to orange and raw caramel, these bars create a healthier alternative to chocolate that is just as delicious. All ingredients are ethically and sustainably sourced and the packaging is recyclable, so you can give a gift that does good!

Cost: £4 each (10% off if you buy 4 or more)

Where to find: Meraki cacao

Wrapped up in elegance 

Get Ready for Business Growth participant Rory Hutton's products are perfect if you're looking for some luxury. Rory is an award-winning, Cambridge-based artist, print maker, and historian. Drawing upon many inspirations, including architecture, theatre, opera and dance, his collections of silk scarves are testament to the strength of his passion for beautiful things and creative flair. With designs inspired by Shakespeare's First Folio and beautiful manor gardens, these scarves hold a timeless beauty that will add a touch of elegance to any outfit. 

Cost: £45 - £200

Where to find: Rory Hutton

Good enough to eat 

Amarachi Clarke completed our Innovating for Growth programme (which has now been succeeded by Get Ready for Business Growth) and used the BIPC resources to research the chocolate market. After teaching herself to make chocolate at home she learned that the bean-to-bar quality chocolate could be much better than that available in the mass market, even than perceived luxury brands. From a selection of tasty chocolate bars to Belize cacao infused gin, Lucocoa offer high-quality, delicious products that will make the perfect gift.

Cost: Chocolate bars start at £2.75

Where to find: Lucocoa Chocolate