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The Design of Things to Come: How Ordinary People Create Extraordinary Products by Peter Boatwright, Jonathan Cagan, Craig M. Vogel

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10. Creating a Blanket of IP to Protect Your Brand from the Elements

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Innovation is as much about design patent protection and trade dress as it is about utility. Realizing early that your best defense is a total intellectual property (IP) offense allows you to keep your brand identity as protected as your technology R&D. Patents are for fixed periods, but trade dress, like a diamond, is forever.

Des Moines, IA. Susan and Steve finally got the dog that Steve had wanted. They had been married six years and had two kids, both finally out of diapers, which was Susan's requirement before they got the pet. For all of Susan's efforts to find a dog that ...

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