Breville - toasting its competitors when it comes to IP

Richard Hoare, Design & Innovation Director at Breville
Published: 
19 March 2016

With humble beginnings as a radio manufacturer in 1932 in Sydney, Breville has grown to become an iconic Australian brand and has enhanced people’s lives through thoughtful design and brilliant innovation, now delivering kitchen products to over 30 countries around the globe.

Richard Hoare, Design & Innovation Director at Breville takes us through the business tips that has made Breville an industry leader and given it a sustainable competitive edge. He explains how Breville uses intellectual property (IP) to engage customers through consistent and well-researched branding and investment in various IP protection.

Breville aims to deliver innovation and practical insight to empower people’s potential to do things more impressively or easily than they thought possible in the kitchen. Researching, protecting and enforcing its IP rights are an important part in achieving this vision.

The decision by Breville to invest in IP is driven by the need to protect the time and money put into creating amazing and unique products.

Hoare explains that his first piece of advice to other businesses would be to do your own research. Find out the history and background of your idea or product to determine whether it’s appropriate to continue the process of applying for IP.

The next step is to engage a professional to assist in the registration process. Hoare reasons that the world is full of stories where IP has failed to adequately protect a business’ investment because of a minor technicality.

Watch the video with full transcript here

 

 

 

Registering your IP