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Consistency in your Brand Values - a key factor affecting Goodwill

In January 2015 McLaren (the Formula 1 racing team originating from legendary NZ racing driver Bruce McLaren) announced that it was going to become McLaren Technology.

While motor-racing remains at the core of what McLaren does, it notes that its expertise is such that three quarters of its 3,000 employees are now working on technologies other than directly related to motor sport.  McLaren Applied Technologies licences its analytical software to multinationals and businesses not involved in motor racing.

see article

This is a great example of a company being aware not only of its Intellectual Property, but also its Intellectual Assets.  They were able to realise that their expertise, stemming from motor racing, was also applicable in other areas.  Knowing the extent of this expertise enabled them to exploit it in total different fields - and to the extent that they have changed their name to reflect this.

It is not unusual for businesses to focus more on financial and management issues.  These traditionally do not include a review of Intellectual Capital - it is not yet standard practice.  All businesses can benefit from a more entrepreneurial approach to identify new opportunities based on the resources they have - large or small, most businesses possess resources they are not fully using and which could be making them money.


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  • Home
    • News & Articles >
      • McLaren Tech
  • Contact
    • About us
  • Why use IP?
    • IP is a Business Tool
    • Key Benefits of IP
    • IP is Useful
    • IP has Value >
      • Intellectual Capital
      • Intellectual Capital - You've Already Got It
      • Intellectual Assets (IA)
      • IC - Put It to Work
      • Step it Up a Level
      • Goodwill
    • Registered IP Process >
      • Patent Process
  • What is IP?
    • The Invention
    • The Industrial Design
    • The Artistic Work
    • The Trade Mark
    • Get-up & Trade Dress
    • Urban Myths
  • Protecting IP
    • Protecting IP
    • Patents >
      • Novelty >
        • Disclosure
      • Inventiveness
      • Patentability
      • Specification
      • Patent Claims >
        • Reading claims
      • Patent Filing Process >
        • Priority Date
        • Provisional Spec
        • Overseas appln >
          • International PCT
        • Complete Spec
        • Examination
        • Opposition
        • Grant
    • Reg Designs
    • Copyright
    • Trade Marks
  • Resources
    • IP enables ... >
      • Transfer & Assignment
      • Licensing
      • Franchising
      • Partnerships
      • Venture Capital
      • Market Lead In
      • Easing in Products
      • Sideways expansion
      • Overseas expansion
    • Traps for the Unwary >
      • Commissioning
      • Confidentiality Agrmt
      • Unregistered TMs
      • Freedom to Operate
      • Employees
    • Exporting
    • Complementary TM
    • Conflicting Values
    • Conflicting Co-brands
    • Infringement
  • Coming...
    • Services we Provide
    • Protecting IA
    • Searching >
      • Prior Art