The Intangible Brand
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The Intangible Brand
Ep 21 - Why Your Brand Is Your Most Valuable IP Asset | Sharon Toerek
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In this episode, Sharon Toerek joins The Intangible Brand to explore how intellectual property and brand strategy intersect. As an IP attorney working closely with creative firms, Sharon offers a perspective that reframes brand as a form of intellectual capital — one that is often misunderstood, undervalued, and underprotected.
Key Takeaways
Brand is often treated as secondary to “hard IP,” but Sharon challenges that assumption. Trademarks, identity, and reputation are all forms of intellectual property that can carry significant enterprise value.
Many firms define intellectual property too narrowly, which limits how they think about protecting and leveraging it. That narrow definition can lead to missed opportunities to create and capture value.
Sharon describes her work as having a “front row seat to creativity,” highlighting how creative output is not just expressive but economically impactful.
Brand protection is not just a legal safeguard. It is a strategic lever that allows firms to monetize their ideas, strengthen differentiation, and scale their impact.
There is often a disconnect between marketing and legal perspectives inside firms. Bridging that gap can help organizations better understand, protect, and grow their intangible assets.
Recommended resource:
About the Guest
Sharon Toerek is an intellectual property and marketing law attorney and the founder of Legal & Creative. She works with agencies and creative professionals to protect, enforce, and monetize their intellectual capital. She also hosts the Innovative Agency podcast and has served in leadership roles including past president of the American Advertising Federation Cleveland.
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