What Can You Protect with Copyright?

On first thought, copyright protection may seem fairly easy to understand. Put simply, creative works can receive protection from being copied. But copyright law has many nuances that are important to consider when seeking federal copyright protection. The first of these is determining whether and what aspects of a work can be protected.

Copyright protects “original works of authorship fixed in any tangible medium of expression.”[1] Fixation means that it is somehow captured in a way that can be perceived by others. For example, if you make up a song and sing it in your shower, you have not fixed the work in a tangible medium. However, if you write down the lyrics or notes to the song, or record yourself singing it, you have met the fixation requirement. The originality requirement demands both independent creation by the author and at least some minimal degree of creativity.  Independent creation is fairly self-explanatory — you must have created the work. As for creativity, the more creative the work is, the stronger your claim to copyright protection will be. But a very low level of creativity in a work is all that is required for copyright protection — you do not have to be a master of high art to receive protection.

One of the first things we typically tell clients interested in copyright protection is that ideas cannot be protected — only your individual expression of those ideas can be protected. The Copyright Act makes it clear that ideas, procedures, processes, systems, methods of operation, concepts, principles, or discoveries cannot receive copyright protection, “regardless of the form in which [they are] described, explained, illustrated, or embodied in such work.”[2] The doctrine of the idea/expression dichotomy provides that ideas must be separated out from expression, and the expression is the only protectable part of the work.

Creative Content in Popular Media

Though the line between ideas and expression can at times be murky in works with a lower level of creativity, many instances regarding creative content are evident. For example, copyright would not protect the idea for a story about an innocent man who is sent to prison and later escapes. However, copyright does protect the specific expression of that story idea as Stephen King wrote it in the short story “Rita Hayworth and the Shawshank Redemption” and as it was later depicted in the acclaimed film The Shawshank Redemption. This extends to facts as well. While the compilation of information that comprises the non-fiction book The Devil in the White City receives protection as a literary work, the fascinating individual facts that author Erik Larson uncovered about the 1893 World’s Fair in Chicago and serial killer H.H. Holmes do not, by themselves, receive copyright protection. This keeps any one person from owning ideas and facts so that knowledge can spread and such ideas and facts can form the basis for other original works.

The Copyright Act defines numerous examples of original works of authorship, including literary works; musical works, including any accompanying words; dramatic works, including any accompanying music; pantomimes and choreographic works; pictorial, graphic, and sculptural works; motion pictures and other audiovisual works; sound recordings; and architectural works. Though this list specifically details the categories of registrable works, this is not a complete list of works that can receive copyright protection.

Notably, while the Copyright Act does not specifically refer to works associated with computers and the Internet, a number of computerized creations constitute original works. For example, copyright protects the computer code written for software for a video game like Pac-Man as well as the creative visual aspects of the video game displayed on screen during game play. Copyright also protects works in digital form, such as digital photographs, YouTube videos, and songs in mp3 format.

Additionally, the types of works described above can be combined in various ways to create copyrightable works. Take websites for example. A website typically contains a variety of elements such as articles and other written content, photographs, or videos, and the webpage design itself, not to mention underlying coding and software. While each piece may be eligible to receive federal copyright protection individually, certain circumstances will allow for multiple pieces to receive combined protection or for registration of the website as a whole. Developing the right strategy for protection of works individually or combined together will depend on a variety of factors, including authorship, potential damages, and budgetary considerations.

So what kind of works remain uncopyrightable?

A range of works have been deemed uncopyrightable, typically because of their primarily factual nature or the limited ways to express them. When an idea and its expression are inseparable, one person cannot claim an exclusive copyright in the expression of that idea (often called the “Merger Doctrine”). For example, calendars themselves are not copyrightable because the calendar year can only be expressed in limited ways that are useful. However, the photographs used for a calendar can be protected. Other works found to have little to no protectability include phone books (comprised of facts and utility requires them to be alphabetized in some fashion), sweepstakes agreements (similar rules can only be stated in a few ways), and recipes (the identification of required ingredients is both a statement of facts and a functional process/procedure).

Sometimes simply tweaking a work may make it protectable.  For example, you may be able to increase protection for a recipe by incorporating original images of the final dish, writing text to introduce it, and/or including it within a larger work.  Additionally, any works deemed uncopyrightable may be able to gain protection through other channels like trademark or trade dress. While you are in the process of creating copyrightable material that you hope to monetize, it is worthwhile to consult an intellectual property attorney to develop strategies to increase your work’s protectability from the start.  Sorting through these often complex issues early on in the process can secure your rights in your work and ensure viable remedies if someone else infringes on your copyrighted material. — Rina Van Orden, Esq. 


[1] 17 U.S.C. § 102(a).

[2] 17 U.S.C. § 102(b).

How Does Intellectual Property Add Value to Your Business?

Recently at a networking event, I was asked the simple question: “What do you do?” After responding that I am an “intellectual property attorney,” I received a brief look of confusion, and then the question: “Yes, but what does that mean?” This exchange (which is a frequent occurrence, I might add) illustrates a common issue — many business owners are missing out on the value of their intellectual property, often until it is too late to capture and exploit that value.

Studies referenced by the World Intellectual Property Organization say that 80-90% of a business’s potential value lies in its intellectual property.[1] Imagine being a business owner, earning $100 dollars from a sale of goods, and then leaving $80.00 on the table as you leave. If your business is not identifying, protecting, and maintaining its intellectual property rights, then you are one of those owners.

With this is mind, allow me to illustrate some ways to recapture that value. There are numerous types of intellectual property to protect and exploit, and in the following paragraphs we will deal with three of the most prominent types: 1) Trademarks, 2) Copyrights, and 3) Trade Secrets.

Trademarks

Trademarks are the most obvious aspect of intellectual property, and the most widely known. You see and interact with trademarks every day, whether it be through names (Google, Yahoo), logos (Nike’s “Swoosh”), slogans (McDonald’s “I’m lovin’ it”), or even sounds (Windows’ startup tune). Trademarks serve as an indication of source and quality for the consumer.

Trademarks allow consumers to act on strong preferences on where they shop and what they buy. For example, some people prefer to buy groceries at Kroger, others Food Lion, and still others prefer Wal-Mart. Notice — when you read each of those names, you first recognized the name and then immediately had varying impressions of each pop into your mind, ultimately providing a conclusion of whether or not you would choose to shop there. This all happens in a split second. Each trademark leaves an imprint as to the quality and cost of groceries and the experience of shopping.

Not only do trademarks serve as a source and quality indicator, but they serve as a marker for the brand. This marker is extremely important if you want to sell your business for a profit.

For example, the executives at Facebook (another well-known trademark) probably never said “We want to purchase Evan Spiegel’s smartphone app for $3 billion dollars.” More likely, they sat down and said “We want to buy Snapchat for $3 billion dollars.” The reason Facebook values Snapchat at $3 billion dollars is because Snapchat developed its brand under a now widely-known trademark, and that trademark contains the goodwill of millions of consumers. Anyone can make an app that sends temporary pictures (see Mark Cuban’s CyberDust and Facebook’s Poke), but the value lies in the quality, experience, and goodwill already associated with the Snapchat trademark. Although Snapchat is an international brand, it began as a small app and as a small business. Building a brand begins somewhere — and protecting your trademark from the beginning can be key to building up your $3 billion dollar idea.

Copyright

Copyright is another facet of intellectual property that can easily add value to your business. Many people hear the word “copyright” and think of artistic creations such as books, visual art, or music. But consider how copyright translates into your marketing materials. Many businesses have valuable copyrightable interests in photography, product packaging, websites, commercials, or informational videos, to name a few. Establishing control of these assets through copyright protection allows you to harness the value of your business’s creative marketing approaches.

Additionally, some of the most valuable copyrightable materials include software code and data compilations. Copyrights on software code protect your proprietary information from direct copying and allow your company to stake out a claim in the market. Once your company harnesses control of that share of the market, then you are able to control the dissemination of your software through the marketplace. Because copyrights typically have a long duration, having a copyright for a useful piece of software may be extremely valuable when negotiating with potential customers or business partners.

Trade Secrets

One of the least understood areas of intellectual property lies in trade secrets. Most commonly, trade secrets are secret techniques or devices used by a company in manufacturing its products. You establish a trade secret by guarding a proprietary concept that has economic value simply because it’s not generally known and by taking measures to protect it (for example, through contracts). Many businesses have trade secrets but do not realize that the information they have constitutes a trade secret. If you have developed a unique and efficient way of producing results, you may have a trade secret. Alternatively, if the methods of producing a particular product are known only to your company, you may have a trade secret.

Coca-Cola provides one of the greatest trade secret examples. Coca-Cola tightly protects the formula that gives the distinctive and crisp taste associated with their leading beverage. If they did not protect their formula as a trade secret, then the Coca-Cola brand would not have the notoriety it has now. Other soda producers would be able to precisely replicate and recreate the Coca-Cola taste, thereby eliminating Coca-Cola’s uniqueness. By protecting their trade secret, Coca-Cola retains their exclusive market share which is extremely valuable. Although Coca-Cola is a famous example, every company has something that sets them apart in what they do. What you do to set yourself apart may be a valuable trade secret that you can protect.

Protecting your business’ intellectual property requires more than filing for trademarks, copyrights, and protecting trade secrets. Intellectual property protection requires marking your territory in the marketplace, making sure you have the biggest share you can have, and creating a clear impression of what your company offers to the consuming public. In the modern world, the primary value of a business no longer lies solely in the tangible assets it holds. The true value lies in growing and monetizing the intangible assets, which your company can protect as intellectual property. This turns intangibles into value, which then increases the overall value of your business. — Noah Downs

 

(This is not intended as legal advice. Contact a lawyer for assistance in your particular situation.)

 


[1] Building and Enforcing Intellectual Property Value, An International Guide for the Boardroom, 2003 PriceWaterhouseCoopers.