Sage Africa Newsroom

Q&A with Patty Fisher – Global VP Brand Operations at Sage.

To which extent is Intellectual Property a crucial asset for Businesses?

17 June 2016

  1. What is you role for SAGE company?
    “I work as Global VP Brand Operations. My role consists in overseeing brand governance across the world.”

  2. Jeff Bezos, founder of Amazon, said: “Your brand is what other people say about you when you are not in the room” What do you think about that?
  3. “That is correct. Brand is what people say, experience and think about you.  It’s not one dimensional, it’s a mix of many different things. Even the logo defines a certain image or personality and can trigger emotion. It’s important to make people feel something. It’s their true perception of you when you’re not there.

  1. Can you explain what Intellectual Property is?
    “Intellectual Property is a very important part of each company; the brand is a valuable company asset. Our job is to be protective of that “Sage thing” the represents a certain quality and ensures we never undermine or dilute in any way.    Brand is something that we have built in the minds of the public and represents a set of   expectation.  There has been a dramatic proliferation of products and brand.  Intellectual Property shows how the brand defends and ensures its quality for everybody.

  2. Mark Getty, the chairman of Getty Images, said: “Intellectual Property is the oil of the 21st century”. Do you agree with this sentence?
    “If Intellectual Property and assets are not protected, then it won’t help your company. It is part of the construction of your brand all critical to drive clear meaning, differentiation, build customer loyalty, and authenticity in the marketplace.  Managing this is fundamental for the company as both are interlocked.

  3. How do you manage loyalty to the brand?
    “A strong brand is a combination of emotional and functional aspects. We monitor the brand health and momentum constantly with studies including customers, partners, competitors and technologies to see how to evolve and adapt. It’s a living thing.  We want to represent the best experience for the people. A strong brand has a history, maintain relevancy and develop a relationship with its clients.

  4. What is the impact of innovation on the reputation of a company?
    “Even if you’re well known, you need to be innovative. Yes, it’s a very fast market so you need to change all the time and provide services adapted to what consumer are looking for. Smartphones provide information every time and everywhere now. We need to be reactive.

  5. Then, how does SAGE proceeds to defend its brand?
    We do not provide public data and we keep developing secret softs and protect data as much as we can. Privacy is a big matter for consumers now.”