Someone asked me the other day who our top competitors are in the area of anti-counterfeiting/brand protection. As a business professional I should know this, right? Shouldn’t even have to think about it. But as we talked further it occurred to me that the challenge isn’t so much with us knowing who our competitors are but, from the customer’s perspective…..geez what murky, convoluted brand protection waters they’re being forced to swim in!!
First, you have what I’ll refer to as ‘technology’ providers. These are the guys and gals that make the magic pixie dust that separates the legitimate from the illegitimate. Technology runs the gamut from embedded materials to optically variable inks to botanical DNA and more. Of course these providers are trying to sell the value of their solutions directly to brand owners. But – how is the technology integrated into the brand owners’ products? Oftentimes, they need to partner up with labeling and packaging manufacturers like The Label Printers to bring that technology to life.
And what if the brand’s problem isn’t just with counterfeit products but also with diversion (gray market, parallel trading)? They might have to look to a track & trace solution. Here you’ve got providers of software, numbering equipment, and cloud-based servers. Some providers sell directly to the brand while others work through channel partners. Those channel partners might be one of the aforementioned technology providers working with a labeling supplier to bring a comprehensive solution to the brand. Want to muddy it some more? What if, as the labeling supplier, we are providing the serialization, not the track & trace solution provider…how does that work?
Add to the above mix intellectual property attorneys, website monitoring service providers, and general ‘brand protection consultants’ and the brands have a real mixed bag to pull from! There isn’t a 1-800-GHOSTBUSTERS for brand protection.
The reality of it all is that when it comes to brand protection strategies and solutions, I’m reminded of the Six Degrees of Kevin Bacon…maybe even be three degrees! We’re all linked inextricably. How does a brand owner navigate these waters?
Just one item on the long to-do list of defining a business strategy for brand protection is the vetting of suppliers. While that may seem like a no-brainer, given the sensitive nature of intellectual property that vetting process must be even more diligent.
- Are they financially sound? Are they a start-up company or so heavily invested in capital that they may not be around in six months?
- Are their facilities and supply chain secure? After all, it doesn’t do much good to secure one’s supply chain if the technology is stolen at the front end!
- Can they evolve as strategies change or are they a one-trick pony?
- How easy is it to integrate their solution within the current operating environment?
- Are they the direct supplier or a broker/distributor? I’m not saying brokers or distributors are bad but it does add another layer of inquiry and complexity
At the end of the day we all want suppliers who have our, and our customers, best interests in mind. Asking the right questions and, equally important, continuing involvement in the brand protection community will steer the brand owner to the providers that can deliver the results for the health of the entire organization.