BRAND PROTECTION ASSUREVENTS BRAND PROTECTION MAYBE WE SHOULD CALL IT BRAND AID!

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2 BRAND PROTECTION MEDIA KEY MAN DISGRACE ADVERTISING/COMMUNICATION ASSUREVENTS BRAND PROTECTION MAYBE WE SHOULD CALL IT BRAND AID! Everyone knows what a brand is. Don t they? Brands are everywhere. We all use them all the time. But trying to describe exactly what a brand is can be surprisingly tricky. The best description we know is from ad agency JWT: A brand is a complex set of satisfactions, delivered. A brand has a perceived public value that often has little to do with the company s operating potential. Brands are fragile. They depend on public perception. Public confidence in your company partly depends on the image your brand projects. And a complex set of satisfactions can take a kick in the teeth just like anything else. The damage can come out of the blue, from all manner of things beyond your control. Key personnel can discredit you; you can suffer disgrace, be accused of plagiarism. A thousand things can stain a reputation and affect your company s value. The importance of protecting your brand is obvious. In the entertainment world, brands are just as important as in the world of corn flakes. The public want wholesome quality. They re willing to pay. They re excited, keen to be part of the brand experience. If you get your branding right the income streams will flow through ticket sales, merchandising and rights to use the brand name.

3 FACTS YOU HAVE TO FACE To protect the perceived image of your brand you must consider: Death Libel and/or Slander Key Person insurance If your business depends on a key person or a core group of people, you can buy insurance to protect against loss of future earnings if one or more of these people cannot work.this may be due to physical or mental ability, either temporary or permanent. Or if they have committed an act that s perceived by the public, or your client, or both, to be so disgraceful or unacceptable that the client refuses to work with them, then your company would receive a fixed amount to indemnify the loss of future earnings. MORE FACTS TO FACE To further protect the perceived image of your brand, consider the following: Certain companies sell music, choreography, images, acts, lighting, brand names and logos and services all of which have intellectual rights to which people can lay claim to payment for their use. Legally proving the intellectual rights and evaluating if two creations are identical is extremely complicated. The things you need cover for include: DEFAMATION INTELLECTUAL PROPERTY RIGHTS INVASION OF THE RIGHTS OF PRIVACY CONTENT LIABILITY ERRORS AND OMISSIONS CONTRACT VIOLATION LOSS OF DOCUMENTS CYBER AND PRIVACY LIABILITY LOYALTY OF EMPLOYEES PAYMENT OF RESERVED EXPENSES THE RESPONSIBILITY FOR THE PROTECTION OF PRIVATE LIFE

4 Lots of reasons. They include security, professionalism, efficiency and an ever-present big wide smile. In today s world artists face the nightmare of a huge increase in complicated procedures relating to infringements of intellectual property and copyright. That is why we ve developed our brand-protection Media Policy. All our insurance policies are tailor-made. We re international. We can deal with the most diverse insurance problems all over the world. Perhaps the main reason you should choose us is our understanding of the needs of our clients. By that we mean our ability, through experience, to tease out the underlying risks involved and offer the best, the fullest, and the most comprehensive insurance cover. On the surface we sell insurance. Deep down, we re selling peace of mind. We re selling trust. That s at the heart of AssurEvents. That s how we got to where we are today.

5 One of our clients, whose name must remain confidential, is much affected by the risk of plagiarism. As a result, they have a Media Policy to cover all their productions. Without it they d be going nuts. They work worldwide and have numerous stakeholders. They can be confronted with plagiarism problems at a moment s notice. Our Media Policy guaranties them protection against any expenses they may incur. Entertainment companies sell music, choreography, images, acts, lighting, brand names and logos, and services. These are creative activities. Because of that they re subject to the local laws in force for the protection of intellectual rights. You have to be able to point out the similarities of a show or a production, and highlight the resemblance between different creations and ideas. It s a lawyer s delight. It often leads to long and expensive legal wrangles. That s why AssurEvents developed our Media Policy. It protects our clients from legal costs and damage compensation claims. By the way, here and there throughout our literature you may occasionally notice some duplication, some reiteration of particular points. Rather than apologize for this, we d like to stress there are some things we can t say often enough. If you breach the rules without authorization you expose yourself to claims and penalty payments. And here s the big snag. Legally proving intellectual rights and evaluating if two creations are identical is extremely complicated.