Innovative IP
Our slogan is “Innovative IP”. It reflects our commitment to serving you better.
Innovation is the process of figuring out how to provide something that people want ’better, faster and/or cheaper’.
The IP business is a service industry, but it is a remarkably conservative industry – more conservative and slower to adapt contemporary business methods than even many other areas of the practice of law. Of course, this is very ironic: some of the most conservative lawyers are serving the most innovative businesses. We believe that there is a better way.
We are committed to innovating the way the IP services are delivered, in order to make the experience ‘better, faster and/or cheaper’ for our valued clients.
Our commitment to innovation implicates every aspect of our business including human resources, use of technology, marketing, our pricing model – even how easy it is to pay us (including credit cards and PayPal). That said, we do not ‘innovate’ for the sake of change: if a new practice does not make our service better, faster and/or cheaper, we discard it.
One of the most easily recognizable aspects of our innovation lies in our use of the For Dummies brand as a core feature of our marketing. This is a classic use of intellectual property, and precisely the sort of thing that traditional law firms tell their clients to do but never do themselves: we have an ownership interest in the copyright in the work, and Wiley is the owner of the For Dummies trademarks which have enormous market recognition and value. At the expense of immodesty, we cannot think of a better example of ‘halo branding’ or ‘shared IP for marketing purposes’. Other law firms like to boast that they can do complex innovative multi-stakeholder deals; our marketing materials prove our abilities, so we don’t need to boast.
Our quest to innovate in the IP business is just beginning. We welcome your comments, including in particular suggestions for how we can serve you better.
