IP & trademark management made simple
Abdul Latif Jameel Group (ALJ)
Abdul Latif Jameel Group (ALJ)
To protect ALJ’s intellectual property interests globally, Lemon designed, built and successfully deployed an advanced, expandable IP and TM registration management solution. The Lemon team shifted the whole TM registration journey from outdated excel sheets and emails to one role-based secure web application and dashboard that the client proudly called ‘the central source of truth’.
Abdul Latif Jameel group (ALJ), the largest investment gateway into Saudi Arabia and the MENA region, manages the intellectual property rights (IP) registration of over 600 companies with more than 200 trademarks (TM) in different languages and countries. Obsolete administration processes, reliant on emails and excel sheets, were putting ALJ’s performance and reputation at risk. To continue delivering outstanding support to its partners around the world, ALJ needed Lemon’s help to reinvent their TM registration management approach.
Obsolete administration processes, reliant on emails and excel sheets, were putting ALJ’s performance and reputation at risk.
IP and TM registration is a tedious 7-step process that can take up to 6 months. It requires a continuous information exchange between different departments within an organisation and external service providers.
Initially, communication between ALJ’s internal departments and external legal teams in several geographies was a manual task resulting in an endless email thread. For each of the 7 steps, updates were entered into Excel sheets and circulated to all the entities involved. Whoever had the last email would have the latest version of the data. Consequently, there was always an outdated view of the data set. There was no visual interpretation of data either. For quarterly leadership meetings, the team would use traditional Microsoft tools to plot the latest registration data on the global map. More importantly, should one of the administrators leave the company, continuity, data accuracy and therefore the IP protection of ALJ, would be at risk.
The challenge was not only to design and implement a state-of-the-art TM registration portfolio management solution, but to ensure its successful adoption across the organisation. This was quite a big ask for a company with over 12,000 employees.
But Lemon loves challenges! With our advanced solution we shifted the whole journey from excel sheets and emails to one application that the client proudly calls “the central source of truth”.
Creating “the central source of truth” was a significant step towards a successful transformation of AJL to meet the challenges of the fast-moving, certainty-poor and highly digitised global economy.
Find inspiration in our customer success stories.
When Abbott’s brick-and-mortar sales of a life-changing diabetes management device were threatened by the pandemic, the Lemon team took control of digital marketing across the MENA region and delivered excellent conversion results. Above all, they helped Abbott to embrace change by turning new consumer behaviour to their advantage and enhancing it with innovative digital solutions.
Al Rostamani Travel
Lemon designed an effective digital media strategy and developed a media plan to help Al Rostamani Travel execute a successful awareness and lead generation campaign in the most competitive season. Hyper-targeting to a niche audience, the right platform, a carefully selected ad format, and real time optimisation generated a higher-than-expected return on the client’s ad spend.
Meraas / Dubai Holding
Visit Hatta hybrid app, designed and built by Lemon, became a one-stop information centre for tourists who want to discover and enjoy the natural beauty, adventurous spirit, and cultural heritage of the Hatta region. It was an important steppingstone in building the region’s infrastructure for tourism and sustainable development.