Masterclass on intellectual property with IP lawyer Lita Miti-Qamata from law firm Adams & Adams.Two years ago, Mita stood up at an IP workshop in Johannesburg, pulled out a Coke can, and made intellectual property law make sense to me for the first time. 'Everything you need to know about IP is right here on this can,' she said, and then delivered the clearest explanation of trademark law probably everyone in that room had ever heard. I knew right then I had to get her on the podcast.Here's something that might surprise you: while 'protect your IP' has become a rallying cry among African entrepreneurs and business owners, African brands account for just 2% of the world's 11.6 million trademark filings. There's clearly a gap between knowing we should protect our intellectual property and actually doing it.In this conversation, IP lawyer Lita Miti-Qamata from Adams and Adams walks us through why that Coke can holds the key to understanding intellectual property protection. She explains why Coca-Cola's CEO would grab the company's trademark certificates before anything else if their building was on fire, and tells us how bizarre it can get - somebody actually managed to trademark the smell of freshly cut grass.This is the first episode in our IP series. Lita breaks down the five types of intellectual property you can protect, then takes us deep into trademarks: what they are, how to apply for them, how to think strategically about international protection, and why having a long-term IP strategy isn't just legal housekeeping—it's essential for building real wealth over time from your ideas.If you've ever felt overwhelmed by intellectual property law or wondered whether it's worth the effort, this conversation will change how you think about protecting the intangible assets that could—and should—become your most valuable business assets.For more info on Lita, a transcript and show notes, visit Lita's guest page on the AfricanOptimist website (africanoptimist.co.za).TIME STAMPS00:26 – What is Intellectual Property (IP)?00:53 – Africa's share of registered trademarks01:15 – Guest Introduction: Lita Miti-Qamata02:40 – Workshop for creatives and IP05:25 – The Five Types of Intellectual Property08:51 – Trademarks vs. Brands11:17 – Copyright explained12:21 – Trade secrets and confidential information14:43 – Patents and designs16:45 – How long does IP protection last?19:31 – Registering and protecting your trademark22:00 – The value of a registered trademark25:20 – Trademarks as business assets27:55 – Enforcing your rights without registration31:20 – How to start the trademark application process34:20 – Choosing the right owner for your trademark36:13 – What can be trademarked?38:20 – The Nice Classification system41:00 – Prioritizing what to protect44:09 – Staggering protection as your business grows47:08 – Trademark ownership and rights50:59 – Registering in other countries and regions54:02 – WIPO and international registration57:36 – First to file vs. first to use01:00:14 – Working with Thebe Magugu (fashion designer)01:08:26 – Cultural appropriation and IP01:13:48 – Can you trademark common terms?01:17:12 – What fails to get registered?01:21:25 – The state of trademark registration in Africa01:24:48 – Closing remarks and where to find more information

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