Trademarks as a living organism

David Modzeleski

Discovery - USA

Stacey Kalamaras

Kalamaras Law Office, LLC - USA

Maricruz Villanea

Trademarks as a living organism

Trademarks not only represent the goodwill of companies, they represent what their owners stand for and how they evolve in time will often depend on shifting social forces and worldwide events. How did Covid, social movements and social media steer the process of redefining  how brands are perceived and how  are trademark owners reacting?