Often in corporate brand building you have to manage negative perceptions. Case in point the recent Wall Street Journal article entitled Patent ‘Troll’ Tactics Spread. The fact is that the media doesn’t understand the category. The problem will not solve itself until “Patent Monetizers” become more transparent in their communications and get better at communicating their point of view and distinctive models and approaches. Because for the uninitiated it is very difficult to understand the difference between Acacia, Intellectual Ventures, RPX and others. In the absence of understanding, ‘Troll’ is the easy default. This is the challenge marketers in this space will have to overcome. I predict you will see these changes in the next 6 – 12 months.
