Laura Pasternak, Principal and Chief Brand Strategist for MarketPoint, has been featured in the September issue of Intellectual Property Magazine (IPM).
The article, “Brand Audits: Gaining a Fresh Perspective on your Brand,” by IPM Deputy Editor Maura O’Malley, explores the plight of companies who suffer a disconnect between how they imagine they are perceived and how their customers actually view them. Citing work done by Pasternak’s company, MarketPoint, the author advises organizations with floundering brand positions to conduct a brand audit. She outlines the brand audit process, using a MarketPoint case study and citing several quotes from Pasternak.
With a readership of over 7500, IPM targets in-house counsel and highly affluent and influential AB1 decision makers from the top global brands, international legal firms and FTSE 100 companies. The magazine delivers global intellectual property intelligence to IP lawyers, CEOs, managing partners, directors and brand owners. Content is available to subscribers only, through digital and hardcopy magazine issues, daily e-alerts and online IP database of copyright, patent and trademark reports covering over 10 years of case material.