Category: Commercial Brand Protection

By Donna Policz, Brand Protection Sales Director, Authentix

As life expectancy increases across the globe, a growing and aging population continues to become a larger subset of consumer purchasing. In fact, in the United States, the sector of individuals over 65 years is expected to grow to over 20% of the total population by 2030 compared to 16% in 2020. With the emerging intersection of technology, digitization, and brand protection, solution providers should begin to factor in this growing, aging population for consumer engagement and interaction with product packaging and labeling. An example of an industry being proactive in this area, the U.S. based National Association of Homebuilders, now provides certain contractors with a certification program known as CAPS (Certified Aging in Place Specialist) providing the designation on adapting certain technologies that will better serve an older population for home remodeling projects. As a seasoned professional in the brand protection industry, I believe it’s our responsibility to also act as ambassadors for the growing population of seniors, ensuring that the technologies we develop and implement are not only effective but also accessible and usable for everyone, including senior citizens and elderly consumers.

The Growing Need for Brand Protection and the Fight Against Product Fraud

Our aging populations are increasingly vulnerable to a range of threats induced by illicit trade including counterfeit goods and online scams. Elderly adults especially rely on over the counter and prescription medical and supplement products that can directly impact their health and well-being, making it imperative that these products are authentic and safe. As brand protection professionals serving a wide range of commercial companies and consumers, we must recognize that the stakes are higher when it comes to protecting this growing demographic. The consequences of counterfeit or substandard/adulterated products can be particularly adverse for these senior citizens, with many already dealing with multiple health challenges.

Leveraging Technology for Inclusivity

Advancements in consumer-based technology solutions such as QR codes and augmented reality for packaging and labels are a powerful tool in the fight against counterfeit goods, but as we advance these new solutions, we must also wield these with care and consideration for those older adults who may not be as familiar with smartphone and digital technology. QR codes, smartphone apps, blockchain, and other digital authentication methods requiring consumer interaction are a fast growing segment of solutions at the forefront of brand protection and can present challenges for senior citizens and others possibly challenged to fully utilize or understand how to use these new applications. A key role we can take as an industry is to ensure that the development of these digital and consumer facing tools are designed with these particular users in mind—making them more intuitive, easy to use, and accessible to those who may have visual, cognitive, or dexterity challenges.

For instance, QR codes should be in a large enough standard format to be easily scanned by older adults who may have vision impairment, and the associated websites or mobile apps should have simple user interfaces that don’t require extensive technological knowledge for interaction. Moreover, we should advocate for features like voice assistance or larger text options that cater to the specific needs of older users.

Serving as Ambassadors for an Aging Population

To better serve this growing and aging population segment, we should go beyond simply making our technologies accessible—we must actively engage with and understand the needs and limitations of this demographic. This means that during the development of these technology advancements, we also become ambassadors who champion the needs of these older adults within our organizations and the broader industry. It’s about fostering a culture of inclusivity where the voices and concerns of seniors are not only heard but prioritized.

We can do this by collaborating with other organizations that focus on aging, participating in community outreach programs, and whose missions are advocating for policies that support the accessibility of brand protection technologies. For example, we can partner with large senior citizen advocacy groups to help provide input and establish general standards for these emerging digital authentication tools. We could also extend our work to state and national policymakers to ensure that future regulations around product safety and authenticity consider the needs of these older adults.

The Benefits of Inclusivity

By making brand protection technology more accessible and usable for older adults, we not only protect this vulnerable group from adverse health and safety impacts from counterfeit products, but also empower them to make better and more informed decisions. This empowerment can lead to greater independence, confidence, and ultimately, a better quality of life. As we develop technologies that are more inclusive, we set a standard for the industry—demonstrating that brand protection is not just about safeguarding products, but also about safeguarding all consumers who rely on them being legitimate.

Conclusion

As brand protection professionals, we have a unique opportunity to serve as ambassadors for this growing segment of our aging population. By ensuring that our brand protection technologies are accessible and user-friendly, we can protect senior and elderly adults from the many threats faced in today’s growing practice of illicit trade. It’s not just about reducing counterfeit products, it’s about creating a safer, more inclusive world where everyone, regardless of age, can trust the products they rely on. Through thoughtful design, education, and advocacy, we can lead the way in making brand protection an industry focused on a cornerstone of support for our seniors, ensuring that they live their later years with the dignity and security they deserve.

Donna Policz, Brand Protection Sales Director, Authentix
Donna Gavitt Policz is a seasoned brand protection expert with over 15 years in the industry. Her concentration of expertise extends across multiple sectors, and has allowed her to work with the most prestigious and leading brand owners to establish long term success for these companies. Donna’s also holds the designation of Certified Aging in Place Specialist (CAPS) from the National Home Builders Association, ensuring that service providers to this segment of the population providers the products and technologies that enable seniors to remain in their residences longer. This cause is deeply integrated into her professional endeavors, reassuring the audience of her unwavering commitment to accessibility and safety. To learn more about Authentix brand protection solutions and how we can help you, email Donna at donna.policz@authentix.com.

Part 4 of our series of topics from Your Complete Brand Protection Guide by Authentix. Our guide helps brands develop holistic and secure brand protection strategies and solutions that safeguard their company, products, customers, and revenue.

Having an external brand protection partner allows companies to have an entire team of experts in their corner providing custom brand protection solutions built for each company’s unique situation using the most advanced technology paired with expert analysis.

A brand protection partner will be able to share valuable insights and analytics to make further recommendations for what next steps your company can take to combat counterfeits.

The right security technology should come from a company with sufficient industry experience, technical skills, implementation capabilities, and ongoing program management to properly support the program for multiple years.

Qualified brand protection solution providers will work with individuals, teams and vendors to develop, implement, and manage a proactive strategy to cover all company objectives. The following factors should be considered when vetting potential partners:

Industry Knowledge and Expertise: It’s critical that the authentication partner offers consultative services, has experience with the company’s products, and understands their industry inside and out. The partner should fully understand the company’s challenges, articulate exact problems and work to set goals for the program. In this way, a trusted relationship can be established that will provide:

• Common vision for the goals, resources and time management of the authentication plan
• Covert, machine-readable inks detected in the field by inspection staff with appropriate readers
• Forensic markers only detected under laboratory analysis

Customized Solution Offerings: Companies should select an authentication partner who can fully customize a solution to fit not only the unique challenges of their industry, but also the needs of the specific organization. The partner should have the necessary expertise on what types of security features are needed for different types of product packaging, such as tamper-evident seals, foils, labels, etc. This will allow the company to take a proactive approach in combating counterfeit products. Companies need a partner who offers:

• State-of-the-art color marking systems
• Multilayered security features
• Monitoring and enforcement
• Ability to function properly in a multi-channel distribution environment
• Data capabilities – dashboards and cloud platforms

Multilayered Approach and Implementation Support: Ensure the provider offers consultative services, implementation ownership, and ongoing program support after the program is launched.

Decades of experience have proven that there is not a simple “silver bullet” technology that can be applied to all products for perfect brand protection security. As discussed earlier, a multilayered approach in which overt, covert, and forensic features are applied in various ways is the most effective long-term solution against counterfeiting.

Supply Chain Integration: More than likely, the company’s current supply chain is complicated and has many moving parts. A good authentication partner should be able to instantly integrate within that chain. In addition, the partner should be a “third-party agnostic” solution integrator without any prejudice toward other links in the supply chain. This partner will be able to objectively analyze the supply chain, identify where potential problems lie, and make recommendations on correcting them. A provider should have the following attributes:

• Third-party printer, logistic partner certification and support
• Integration with existing systems and manufacturers
• Trial runs with actual samples for testing purposes/quality assurance

Talent and Reach: The partner should have technical and commercial teams to provide the appropriate level of experience required to authoritatively advise on the features of their technology and its implementation. In the case of a global brand, the provider should have a global footprint. This includes global reach for delivery, servicing, technical support, dealing with customs, and regulatory expertise to handle regional and country-based compliance issues.

Implementation: An experienced authentication partner should be able to certify and conduct print trials with the company’s manufacturing printers. All manufacturing of security materials should be produced in a secure facility under a full chain-of-custody protocol. A security audit is the best way to determine this. The brand owner must be confident that appropriate physical security and auditing procedures are maintained in the potential partner’s facility. It is important to only work with a partner with quality accreditations appropriate for the subject matter and technologies involved.

Some potential partners might be great at strategy and planning and not-so-great at implementing those plans. It’s important that the partner provides extensive documentation of their experience in implementing a strategy, including a resume consisting of several multi-year customer relationships.

In addition, the partner must understand the company’s business inside and out, become an integrated part of the team, and extend that support to third-party vendors. Companies need a partner who is flexible enough to adapt to their culture, challenges and processes. A good implementation strategy should encompass:

• Execution across the entire global supply chain
• Training and enablement for all involved parties
• Flexibility to expand and grow with changing needs

Commitment: An authentication partner must be willing to see a company through the good times and challenging times, too. An ongoing relationship with the partner allows the company to stay one step ahead of counterfeit issues. An established, trusted strategy is the only way the brand protection program can sustain long-term success. It should include:

• Dedicated project manager to handle programs
• Security features testing
• Ability to retain sample programs to ensure consistency
• Ongoing reports and result interpretation that provide actionable insights
• Regular auditing of third-party vendors for proper use of security materials

Employing an effective brand protection solution brings a wide range of benefits to businesses. Improving sales and revenue is always important in any industry. By eliminating infringements and counterfeits, a company can increase revenue and market share.

For a more complete guide to brand protection- why it is necessary, how infringement harms brands and customers, how to develop and implement an effective program, and insights into the brand protection strategies of the future – download our Complete Brand Protection Guide.

Download the Guide

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About Authentix

As the authority in authentication solutions, Authentix can help brands create a customized plan to tackle counterfeit products from every angle, collect actionable data, and protect brands and consumers. Authentix works with each company to determine which brand protection solutions are right for their situation.

Authentix brings enhanced visibility and traceability to today’s complex global supply chains. For over 25 years, Authentix has provided clients with physical and software-enabled solutions to detect, mitigate, and prevent counterfeiting and other illicit trading activity for currency, excise taxable goods, and branded consumer products. Through a proven partnership model and sector expertise, clients experience custom solution design, rapid implementation, consumer engagement, and complete program management to ensure product safety, revenue protection, and consumer trust for the best known global brands on the market. Headquartered in Addison, Texas USA, Authentix, Inc. has offices in North America, Europe, Middle East, Asia, and Africa serving clients worldwide.

By the Authentix Brand Protection team

Back in the 1700’s Ben Franklin was an early innovator of printing techniques that made American paper currency harder to counterfeit. Some of his security features included watermarks, imprints of leaves, and other difficult-to-reproduce features that helped citizens distinguish real bills from illegal copies.

Since then, security feature graphics have of course evolved, but many of these early anti-counterfeit security features have stood the test of time. There are dozens of secure printing, digital authentication, and online protection technologies that can help your brand keep products secure and prevent counterfeiting. Here’s a breakdown of the top security and authentication technologies that might be right for your brand protection needs:

Physical Security Features

Having a multi-layered physical security authentication solution is important to protect your products. If a counterfeiter figures out how to print one security feature like UV, you still have more layered features to verify if the product is indeed yours. There are a wide range of physical security options available, from obvious and overt like holographic images and color shifting inks, to invisible covert and forensic security which are impossible to detect without the proper tools.

Some popular physical security examples include:

• Tamper evident packaging – labels, stickers, or seals that when opened or tampered with, provide immediate evidence that the product has been compromised.
• Chemical and physical markers – can be hidden from consumers and counterfeiters and can only be seen with specific detectors that are calibrated to a specific wavelength to verify authenticity.
• QR Codes – can now be scanned without the need for an app, using a smartphone camera that directs consumers to a webpage to authenticate the product and then introduces the consumer to another webpage where they can register their warranty, learn more about the product and even suggest other complementing products.

Physical security features will continue to evolve and remain an important part of your brand protection strategy. Future trends in physical security include new nanoprint technologies, printed electronics, and revolutionary inventions in digital printing. It is anticipated that these and many more will become the standard for high security printing.

Digital Authentication

Digital product authentication is a brand protection strategy that works by adding a unique digital identifier to your product. This allows your company to track the lifecycle of products, identify where transactions are taking place, and provides data analytics and insight into your products and customers. Unique QR codes on each product can be scanned by inspectors along the supply chain to ensure authenticity, as well as by end customers at the point of sale. Consumers can instantly authenticate their products and your brand can engage customers by serving relevant offers and information.

For example, a well-known spirits company was facing counterfeits across China, resulting in loss of brand loyalty, consumer trust and revenue. Authentix helped them implement a multi-layered authentication solution using covert and overt features. One of the solutions implemented was a QR code featuring a digital consumer engagement experience as well as authentication verification. The result was 90 million bottles with unique identifiers that could be tracked through the supply chain, allowing the company to detect and shut down over 150 counterfeiting locations including warehouses, retail shops and print shops.

Online Brand Protection

The rise in online sales has been unfortunately accompanied by the rise in counterfeiting on online marketplaces, social media platforms, and websites. When looking for an online brand protection services provider, it is important to ensure their scanning software is proprietary and not provided by a third party.  This gives you more control and security and makes it easier to do takedowns on social media where counterfeiters can advertise for a few hours at a time to targeted audiences. You should also ensure that your protection partner has the ability and resources to scan webpages and marketplaces, social media platforms, e-commerce apps, messaging apps like WeChat, payment sites, and the dark web for infringing content and listings.

It is also important for your online brand protection partner to have global marketplace coverage to allow you to do test purchases and verify product authenticity around the world. AI and machine learning capabilities can also give you actionable insights that lead to in-person shut downs and allow local law enforcement to conduct raids.

Following is a good example of one of Authentix’s clients using online brand protection technology to secure their brand:

This case is very similar to most companies that sell their products online. The company was a highstreet fashion brand that had a problem with lookalike and copycat products, posing a threat to their brand reputation and a decrease in sales. After Authentix implemented various image recognition tools that analyze and compare images against known logos and patented designs, test purchases were made and it was detected that the products were indeed infringements. The success rate from online enforcement was 98% and over 300 raids were then conducted, resulting in 8 civil litigation cases.

Evaluating Your Brand Protection Needs

Security should be integrated into your brand protection solution design from day one, not just as an afterthought. Early evaluation helps your brand with packaging design and product launches further down the road. Conducting a brand risk assessment helps determine in which markets your company is having counterfeiting issues and can help you gauge which type of security solution or solutions are the best fit for your situation. Having security technologies that give customers peace of mind the product they are purchasing is authentic, can be a great strategic advantage as your competitors struggle to add security to their products once they suffer the effects of counterfeits. Security should be a priority for long-term success so that your weak points don’t become susceptible to counterfeiters.

Authentix Customized Brand Protection Solutions

Authentix’s team of brand protection experts is ready to help your company every step of the way to protect your products with the latest and greatest security technology capabilities. Here are just some of the things you can expect when you work with our brand protection specialists:

• Assessment and advisory services
• Defining the gaps between your current practices and industry leading practices
• Specific recommendations for improvement
• Assistance with process implementation
• Forensic product analysis services
• Risk and vulnerability assessment
• Simulated detection by third parties
• Identification of possible materials used for security feature replication
• Prototype development services
• Product and packaging prototypes that incorporate security features designed specifically for you
• Implementation services
• Help managing the deployment of Anti-Counterfeiting Program technology in your facility

Contact Authentix today to learn more about how our brand protection strategies can help maintain your brand’s integrity in the global marketplace.

About Authentix

As the authority in authentication solutions, Authentix brings enhanced visibility and traceability to today’s complex global supply chains. For over 25 years, Authentix has provided clients with physical and software-enabled solutions to detect, mitigate, and prevent counterfeiting and other illicit trading activity for currency, excise taxable goods, and branded consumer products. Through a proven partnership model and sector expertise, clients experience custom solution design, rapid implementation, consumer engagement, and complete program management to ensure product safety, revenue protection, and consumer trust for the best known global brands on the market. Headquartered in Addison, Texas USA, Authentix, Inc. has offices in North America, Europe, Middle East, Asia, and Africa serving clients worldwide.

By David Graham, Vice President, Global Brand Protection, Authentix

The anti-counterfeiting industry plays an increasingly important role in protecting brand owners by helping to prevent the financial losses and dangers to their consumers caused by counterfeit products. As a leader in brand protection, Authentix prioritizes the protection of our client’s products from fraud and imitation, preventing revenue loss and maintaining the trust of their consumers. 

To provide complete brand protection and support to our clients, it is essential that we understand their customer’s issues and needs. Developing a comprehensive brand protection program relies on our fundamental understanding of their consumers so we can develop protection strategies that effectively mitigate risks and provide quality services. Doing so will build confidence and enhance satisfaction for our clients and their customers.

The Real Impact of Counterfeiting for Consumers

Understanding our client’s customers is essential in recognizing the impact of counterfeit products on their lives. Counterfeit products are typically of low quality and pose a higher risk of health issues. They often lack protective features, resulting in significant harm to end consumers.

For example, counterfeit pharmaceutical products can cause users severe harm or even death. Similarly, the use of counterfeit automotive parts can lead to serious injuries or fatal accidents on the road. The impact of counterfeit products extends beyond monetary losses for brand owners, emphasizing the importance of preventing counterfeit products from entering the market.

By better understanding the true impact of counterfeit products on our clients’ customers effective strategies can be developed, and the necessary preventive measures taken. Through improved cause-effect analysis, Authentix can better identify the probability of a product becoming compromised and explore appropriate security solutions to implement and combat these risks.

Designing Brand Protection Strategies That Attract Consumers

Authentix prioritizes the end customer experience to offer relevant and practical solutions that effectively address their needs. By understanding customer’s preferences and purchasing habits, Authentix can design customized brand protection strategies targeted at the appropriate markets. This involves identifying prevalent counterfeiting issues in specific markets and developing practical measures to promptly detect and prevent these issues, thereby safeguarding the brand from potential damage.

Understanding client and end-customer needs and preferences is an ongoing process that necessitates constant monitoring and updating. This ensures the deployment of the most suitable brand protection solution that effectively caters to the target customers. Through continuous assessment and collaboration with our clients, we can adjust and modify strategies to align with market changes and emerging consumer issues. Being adaptable and flexible in our approach and methodology is a fundamental value at Authentix, ensuring client satisfaction and security are upheld.

Retaining & Restoring Consumer Trust

Understanding the end customer experience also offers the advantage of protecting and enhancing brand reputation. Counterfeit products can severely undermine customer trust in the brand(s). By implementing effective anti-counterfeit measures and fulfilling our commitment to brand protection, our clients can preserve and strengthen their customer’s faith and confidence. This is especially crucial for companies that have encountered potential counterfeit incidents and need to restore trust among their core clientele for sustained long-term success.

Improving Revenue

Authentix places significant importance on end consumers, which directly impacts our client’s financial success. Authentix provides effective preventive brand protection measures that mitigate revenue loss by proactively addressing potential issues that may affect customers. Our efforts ensure the proper implementation of specialized brand protection programs and anti-counterfeit measures for our clients.

When customers perceive a company’s genuine dedication to product safety and attentiveness to their needs and concerns, they are more likely to remain loyal and make future purchases. Retaining satisfied and trusting customers is typically more cost-effective and less time-consuming than acquiring new customers.

Brand Protection Programs Promote Confidence

Understanding the issues and needs of our client’s customers is a fundamental aspect of a successful brand protection partnership at Authentix. We strive to safeguard our clients’ products from compromise, which can have significant financial implications and potentially harm consumer health, impacting brand credibility.

Authentix is committed to raising awareness of the crucial role that comprehensive brand protection programs play in our clients’ continued success and to providing quality and trusted brand protection solutions and services that produce excellent results. Understanding our client’s end consumer is central to our operations, ensuring optimal outcomes are achieved.

About Authentix

As the authority in authentication solutions, Authentix brings enhanced visibility and traceability to today’s complex global supply chains. For over 25 years, Authentix has provided clients with physical and software-enabled solutions to detect, mitigate, and prevent counterfeiting and other illicit trading activity for currency, excise taxable goods, and branded consumer products. 

Through a proven partnership model and sector expertise, clients experience custom solution design, rapid implementation, consumer engagement, and complete program management to ensure product safety, revenue protection, and consumer trust for the best-known global brands on the market. Contact us now to see what we can do for your brand.

David Graham, Vice President, Global Brand Protection for Authentix
With over thirty years of experience managing the extensive supply chains of numerous global retail giants throughout Europe, Africa, Australia and Asia, David brings a vast amount of expertise and knowledge to the Authentix Brand Protection team.

Having worked closely with Brands over the years—living and working in these continents—David is able to bring a better understanding and appreciation of what Brands are looking for to better secure their products in the hectic world of global brand protection and anti-counterfeiting.

To learn more about our brand protection solutions and how we can help you, please email David at David.graham@authentix.com.