Director Squires addresses INTA in London, highlights the new frontier of trademarks and personal brands

LONDON, ENGLAND-United States Patent and Trademark Office Director John A. Squires delivered a rousing keynote address this morning at the INTA Annual Meeting held in London, looking out ahead as to what's next in the world of the 'new and the next.' The Director regaled conference attendees with how America's Branding Agency is stepping up to meet the moment and empower those brave enough daring to tame the new frontier of personal branding, NIL, and Trademarks.

His address to an international audience, entitled, "Where the Puck is Going: Branding America's Branding Agency to Meet NIL and the Trademark Issues of Tomorrow" provided insights from the "very American" intersection of collegiate athletics and professional sports, like name, image and likeness. His remarks described practitioners "[t]aking a page out of Matthew McConaughey's and Taylor Swift's new playbook," wherein the best defense against AI deepfakes may be a good offense with federal trademark registration. "What does this bold move mean more globally for entertainment stars, influencers and personal branders seeking protection beyond current right to publicity regimes?" Director Squires asked. Read his as-delivered remarks here.