Brand Tuned Program


How to create a distinctive, protectable, brand that stands out inimitably for the long term by using intellectual property (IP) effectively

Starts April 2023

Bonus Brand Tuned Program


How to create a unique bullet proof brand that stands out for the long term and can't be stolen or copied

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What is the Brand Tuned Program?

The program is a multimedia toolkit with templates and ‘how to’ instructions such as for doing preliminary trademark searches internationally when choosing new names. It has videos, audios, and pdf explanations about important brand protection issues, such as the need to collect evidence of use of a mark to avoid its cancellation. The brand is where the value of a successful business lies, and that value is contained in its trademarks and other IP.

The program provides an inter-disciplinary perspective on branding and brand management, focusing on the intellectual property aspects of branding. It's created by a leading branding lawyer and marketer, and long time business owner and author of 3 books, including Brand Tuned.

Much of the information in this program is information that even commercial lawyers won't know. Neither they nor marketers or designers are trained in the IP aspects of branding. The IP information imparted are IP principles that are relevant to an international audience. It is not country specific legal minutiae.

The Bonus Brand Tuned program gives a 360-degree perspective of brand IP.  It closes the gap between ‘brand management’ and ‘IP protection’ highlighting why understanding and considering brand protection is an essential part of brand creation and brand management.

The program draws on the Brand Tuned book and considerably advances its content. The Bonus Brand Tuned program has been developed following feedback from the cohort who completed the Brand Tuned Accreditation program in 2022

Learn the IP skills you are missing and take the success of any business or brand you support to the next level. All this while accessing the content at your own pace. 100% online, and from anywhere in the world.

There are 8 milestones comprising comprehensive, advanced level explanations and case studies. The content supports designers, marketers, brand consultants, Brand owners and their advisers, as well as team leaders working within organisations be it the CEO, Marketing, Finance or Legal Departments to take account of intellectual property principles and brand protection to create unique brands, with barriers to entry enabling the brand to remain distinctive long term. This is also key to growing and managing brands

Who should join Brand Tuned?

The program is for marketers, designers, lawyers, brand managers, brand owners and others involved in the creation or management of brands.  If you choose names or oversee the creation or use of brands you need the knowledge that this resource imparts.

Brand Tuned  Program Overview

IP is how you manage competition through business design. Different barriers are created by different types of IP. The right name is how the law protects businesses against unfair competition. Whether a name is right depends on the business' venture though. Some names are more expensive to protect and enforce. Some are difficult to secure internationally, and lead to uncertainty. Brand protection considerations need to be taken into account when choosing names, and whether to use your own name. 

Symbols and signs that a business uses as designations of origin must be distinctive and meet the relevant legal requirements. That impacts the choice of name, logo, colour palette, font, tagline, and images. The Brand Tuned program includes templates and instructions about the written agreements to implement before engaging third parties. You’ll develop skills such as determining the classifications relevant to a business and how to do trademark searching internationally to clear names before engaging a lawyer to do final legal checks. You’ll also learn how to do an image trademark search before developing certain types of concept into designs. 

 There’s also comprehensive guidance on how and why to protect names. Maintaining evidence of use of marks, and ensuring trademarks are used correctly so they are not vulnerable to attack is key when drawing up brand guidelines. And having an IP strategy to protect signs and symbols is the way to develop a bullet proof brand.


What's Included

What's Included

8 on-demand milestones delivered in short micro-learning video lessons

Complete inter-disciplinary IP training


Brand Tuned Certificate & CPD points


The legal concept of distinctiveness and how it impacts names, logos, colour palettes, fonts, taglines, sounds, images, symbols, and other signs

How copyright, trademark, patent, design, and confidentiality create different barriers to entry.

How to choose names that are right for a given venture, understanding how and why to protect them, which names are more expensive to own and enforce or might result in high costs or uncertainty to secure internationally.

Naming architecture and the considerations to take account of when deciding whether to use your own name.

What to include in brand guidelines to ensure the brand is correctly used and won’t suffer the same fate as Think Different and Big Mac in the EU.

How and why to maintain evidence of use of trademarks.

Why IP ownership matters and the importance of using appropriate written agreements before engaging third parties to work on your projects.

‘How To’ video instructions to identify classifications and to do worldwide trademark searches, including image searches before developing designs.

What’s included in each milestone? 

Each milestone comprises a number of micro learning videos and audios of up to 15 or 20 minutes each for easier learning. There are quizzes throughout the program as well as additional resources to delve deeper into topics such as further reading, or podcasts to listen to.
Milestone 1


Origins of branding. Definitions of brand. What’s involved to create the brand strategy of a start-up and an established brand. Why it matters to raise awareness of a brand’s existence. The foundation of any brand is its identify and reputation. Brands save us time, so we don’t need to expend mental effort deciding what to buy. Distinguish IP principles from IP law.


Milestone 2


What IP means. Why it matters. How it works internationally. Introduction to the IP rights: copyright, trademarks, patents, designs , and their impact on business design. Overview of confidentiality and why keep ideas secret. Why it matters that IP is property. Managing competition using IP. Role of NDAs. Trade secret case examples. How IP rights create essential barriers to entry.



Milestone 3


Copyright protects an extensive range of works. It’s the expression of ideas not ideas themselves that are protected though. The default rules and copyright ownership. Copyright is separate from the physical object to which it is attached. Licensing as an alternative to assignment. The need to train team members.




Milestone 4


Trade secrecy as an alternative to patenting. Importance of keeping patentable ideas secret. How and why do research to decide if costs of patenting are justified. Designs and Patents protect different things and often go together. Anywayup non-spill cup case study. Raising investment. Patents protect differentiation. Use the time to become known.


Milestone 5


Trademarks are designations of origin. They contain the value of a brand. Essentials to understand about trademarks before choosing names. How trademarks work internationally. The classification system is why names like POLO can be shared by different brands. Use it or Lose it. Apple, MacDonalds and Lacoste cases. The need for a trademark strategy.


Milestone 6


What are branded house, house of brands, sub-brands and endorsed brands? How Proctor & Gamble, Unilever and Coca Cola’s approach to brand architecture has changed. Why that matters when choosing names. Pros and cons of naming a business after the founder. Own name defence.


Milestone 7


The name is the most important decision a business makes. It must be unique in the category. What are descriptive names and why they should be avoided when choosing the brand name. Legal concept of distinctiveness. The 6 kinds of name. Taglines and slogans. ‘How to’ video instructions to identify trademark classifications, and do international searches. Brand and line extensions.


Milestone 8

How differentiation and distinctiveness differ. How brands grow and Ehrenberg Bass. Daniel Kahneman. How our brains work. System 1 makes 95% of decisions. Yet the industry focuses all its attention on system 2 issues such as differentiation. Coca Cola bottle, Adidas and Tropicana case studies. Colour and sound marks. How and when to do predesign image searches.



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