The Power of Purposeful IP

Intellectual property (IP) is no longer just about legal protection—it has become a key driver of customer experience (CX) and innovation. While traditional IP management has focused on patents, trademarks, and copyrights as protective barriers, modern companies must adopt a broader vision: IP must be more deeply integrated into the company's sense of purpose and customer-centric value creation models. In this context, IP moves from a legal asset to a strategic tool supporting business model innovation and enhancing the customer journey.