As we count down to INTA 2026 in London, we are rounding out our series exploring the ideas and challenges shaping the intellectual property landscape.
This week, we are considering the vital role that IP contributes to business success and how to navigate a global brand and put this into practice. Irina Lyapis, Director of Trademark and Brand at Atlassian and Murray Taylor, General Counsel of Uncommon Creative Studio have shared their insights from working in global companies.
Aligning IP with the business
In our experience, successful legal teams take a broad, strategic approach to IP, rather than simply focusing on the daily tasks. The C-suite is rarely interested in filing statistics or opposition outcomes in isolation; what resonates is a clear narrative linking IP to commercial value. For example, whether that is protecting a product launch, de-risking market entry, or safeguarding licensing revenue. That shift in reporting language is often the single most impactful change
