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 STAMPS

00:26 – What is Intellectual Property (IP)?

00:53 – Africa's share of registered trademarks

01:15 – Guest Introduction: Lita Miti-Qamata

02:40 – Workshop for creatives and IP

05:25 – The Five Types of Intellectual Property

08:51 – Trademarks vs. Brands

11:17 – Copyright explained

12:21 – Trade secrets and confidential information

14:43 – Patents and designs

16:45 – How long does IP protection last?

19:31 – Registering and protecting your trademark

22:00 – The value of a registered trademark

25:20 – Trademarks as business assets

27:55 – Enforcing your rights without registration

31:20 – How to start the trademark application process

34:20 – Choosing the right owner for your trademark

36:13 – What can be trademarked?

38:20 – The Nice Classification system

41:00 – Prioritizing what to protect

44:09 – Staggering protection as your business grows

47:08 – Trademark ownership and rights

50:59 – Registering in other countries and regions

54:02 – WIPO and international registration

57:36 – First to file vs. first to use

01:00:14 – Working with Thebe Magugu (fashion designer)

01:08:26 – Cultural appropriation and IP

01:13:48 – Can you trademark common terms?

01:17:12 – What fails to get registered?

01:21:25 – The state of trademark registration in Africa

01:24:48 – Closing remarks and where to find more information