The Intersection of Intellectual Property, Branding and Diversity in Modern Advertising

The Intersection of Intellectual Property, Branding and Diversity in Modern Advertising

Journal article

1 article.

What do Apple’s “Inclusion and Diversity – Open”, Dove’s “Real Beauty” RBC’s “That Little Voice”, Procter & Gamble’s “The Talk” and Heineken’s “Open your World” campaigns have in common? These campaigns embrace diverse groups of people and perspectives and highlight commonly overlooked social issues. Their strategic conceptualization and production disrupt the advertising “script,” allowing the brands to distinguish themselves through their memorable messaging.

Geneva, Switzerland : World Intellectual Property Organization, 2023.

eng

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