The Ethical Imperative, with Andrew Cooper (Legal, Business, Leadership, Technology)

410.906 - 437.994 Andrew Cooper

Apple logo or they see the word Apple on technology, they know where it comes from and they associate a level of quality with it. So trademarks are really important. And when I was chief IP counsel of UPS, one of the largest assets that sits on the book of business are the brands, the logos, slogans that indicate the source of the good, because there's enormous goodwill that comes along with it.