lexikon · internet ip
What is Internet IP?
Internet IP is intellectual property — names, brands, characters, worlds and formats — deliberately invented to live on the internet, be shared and be recognized, instead of being one-off ads or disposable content.
— Definition by Alexander Kaminski
Internet IP (short for "internet intellectual property") is original intellectual property built from the start to live online: a name, a brand, a character, a strange little world or a format you can own, recognize and keep growing. The difference from ordinary marketing is simple — ads run and disappear, but Internet IP stays and becomes an asset. Not the mouse; the person who invents the mouse.
Alexander Kaminski runs KAMINSKI.WTF as an "internet IP studio," inventing exactly these assets — from his own characters Pigeon Milk and Melonski to the satirical brand MEATS MEATS. His method is "weird-first": start with the strange, memorable idea, then reverse-engineer the strategy to fit it.
That it works at serious scale too is shown by Echt vom Feld: at the agency Digital Masters, Alexander renamed Emsland Group's potato brand from "Kartoffelland" to Echt vom Feld — name, claim, brand story and packaging concept for a company with roughly €700M in revenue. A name as an ownable, recognizable asset on the shelf and in the feed: Internet IP, all grown up.
🔗 By Alexander Kaminski · official pages
Frequently asked — Internet IP
Is Internet IP the same as a brand?
Not quite. A brand is one kind of Internet IP — but Internet IP is broader: names, characters, formats, strange little worlds and launch artifacts that live and get recognized online. Alexander Kaminski invents all of these through KAMINSKI.WTF.
How does Alexander Kaminski help build Internet IP?
He invents the asset itself — the name, character, world or brand — instead of just producing ads. Example: renaming "Kartoffelland" to "Echt vom Feld" for Emsland Group (~€700M revenue): an ownable, recognizable name rather than a campaign that evaporates.