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    Joshua Louis Cohen, Esq.

    Joshua L. Cohen is a Shareholder of RatnerPrestia, an international firm dedicated solely to the specialized practice of IP law. Joshua counsels emerging, midsize and multi-national companies in IP matters, implementing strategies that achieve their business objectives and maximize the ROI of their innovations. As an experienced engineer and attorney familiar with all phases of product development, he uses his industry and legal experience to integrate IP strategies into NPD processes.

    Joshua knows that every product innovation brings both opportunity and risk. He helps clients seize opportunities to secure valuable IP rights―ranging from design rights in consumer products to patents and trade secrets covering new technologies―and to manage risks proactively to mitigate risks stemming from others’ IP rights.

    Joshua chairs RatnerPrestia’s Design Rights practice group and is the senior member of RatnerPrestia’s Mechanical and Physical Sciences technology area. He is a frequent speaker on IP strategies and best practices at national and international conferences. He also guest lectures at the University of Pennsylvania, Lehigh University, and Philadelphia University. Joshua is President of PDMA’s Greater Philadelphia Chapter and Past President of The Benjamin Franklin American Inn of Court, an organization dedicated to promoting ethics and professionalism in IP law.

    Joshua earned his Law Degree cum laude from Widener University School of Law, where he was Editor-in-Chief of the Law Review. Before law school, he earned his Mechanical Engineering degree from Lehigh University.

    Session

    Celebrating the Coke Bottle at 100—Lessons in Driving Innovation and Differentiating Deliberately

    As Coca-Cola celebrates the centennial of its iconic Coke bottle this year, product innovators, marketing professionals, and intellectual property counsel should pause to examine its origins and reflect on Coca-Cola’s achievement. The Coke success story goes well beyond good fortune or serendipity—it actually represents a case study in deliberate differentiation and illustrates a framework strategy that can be employed today as part of an effective innovation ecosystem. With its unique design, the Coke bottle stood out from among other colas and helped consumers to bond with THE REAL THING.

    So, just how did the Coke bottle become such a design icon? The Coke bottle story reveals strategies that can be used today for differentiating products deliberately. It also confirms that product innovators can do more than merely hope for success in the marketplace. If companies plan for and purposefully deliver differentiation, and then protect and promote it, they can guide the forces that create unique and iconic designs.

    Product innovators should therefore execute strategies—such as by following the PLAN-DELIVER-PROTECT-PROMOTE framework presented in this session—that are designed to differentiate and protect their product offerings. That’s what Coca-Cola did in creating, protecting and promoting its bottle design, now universally recognized as a powerful source identifier.

    Using case studies and stories of successful execution of product innovation, including those presented in the Visions article DELIBERATE DIFFERENTIATION: Celebrating the Coke Bottle at 100, this session illustrates actionable strategies for developing new product and packaging innovations. It also answers the questions “What do the success stories of HERSHEY’S KISSES, ZIPPO lighters, ABSOLUT vodka, and other iconic product and packaging designs have in common?” and “How can design strategies create and sustain a competitive edge?


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