Deliberate Product Differentiation: Lessons Learned from Iconic Designs

Enterprise Agility at Scale

Deliberate Product Differentiation: Lessons Learned from Iconic Designs

Joshua L. Cohen, Shareholder and Director, RatnerPrestia

Originally presented: January 20, 2022
Watch time: 60 minutes

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In technology-rich and design-sensitive marketplaces, the success of a product is often measured by how well it differentiates (and how well that differentiation is safeguarded). Even products developed by talented engineers and gifted designers are not automatically destined for success — products can be functional and beautiful but still fail to enjoy long-term success if they fail to differentiate in the marketplace.

In this session, Joshua’s case studies of iconic products illustrate a practical framework for developing consumer products that are unique and differentiated from competing product offerings. These case studies, ranging from products beloved for many decades to new products just introduced, reveal a pragmatic strategy that can be built into staged product development processes, so that protected differentiation becomes a specific deliverable of the development effort.

About the Presenter

Joshua L. Cohen

Joshua L. Cohen, Shareholder and Director, RatnerPrestia

Joshua helps companies to differentiate their product offerings and safeguard the competitive advantage of technology and design innovations. As an intellectual property attorney and counselor, he integrates IP strategies into product development processes so that stronger IP positions are the natural byproduct of product development efforts. Put simply, Joshua helps companies to protect their IP rights, respect IP rights of others, and promote product innovation.

Joshua established RatnerPrestia’s Design Rights Group, which protects consumer products ranging from luxury sports cars and timepieces to consumer electronics. He teaches Integrated Product Development as an Adjunct Professor at Lehigh University and is President Emeritus of PDMA Philadelphia. Before law school, he developed new technologies as a Senior Project Engineer and Engineering Consultant.

Joshua earned his engineering degree from Lehigh University and his law degree from Widener University, where he served as Editor-in-Chief of Law Review.

Read Joshua's Full Bio

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