In this episode, Branddy speaks to Myrtha Hurtado Rivas, General Counsel Brands, Marketing Properties, Licensing & Anti-Counterfeiting at Nestlé. They talk about the current state of IP protection, how evolving technology presents opportunities and challenges to protecting brands, and how IP laws may evolve to address those new challenges. They also discuss why you should never view an IP strategy as static, why brands need to pay attention to both global and local trends, and what the future of IP protection will look like. Topics discussed: The current landscape of IP protection, which is a "mixed picture" that's covering physical and digital, and where some countries are advanced while others lag behind. How IP laws might evolve, including where to revise old laws and where new laws might be needed. How to develop an IP strategy, and why it's important to view your IP strategy as fluid, responsive to new tech, and following the business strategy. Why you should follow global trends, but also pay attention to how local trends are impacting IP protection, too. How to balance the need to protect IP while also encouraging innovation and creativity, especially from start-ups. What the future of IP protection will look like, and how it needs to respond to new technologies and embrace change. Advice for better IP protection, which includes thinking beyond legal services, staying on top of new technology, and onboarding the right talent.