How has your approach to trademark protection evolved over the course of your career? While the profession once centred on registrations and reactive enforcement, my focus has consistently been on aligning brand protection with commercial objectives. The growth of e-commerce, social media, AI, and global online marketplaces has transformed the brand protection landscape. Effective trademark protection today often requires working closely with technology teams, marketing professionals, investigators, customs authorities, and regulators. Trademark protection is no longer just about securing legal rights; it's about protecting brand value, building consumer trust, and supporting long-term growth in an increasingly digital, connected, and global marketplace.