Brand Protection - Fresh Perspectives From A Frankfurt Conference
"I have recently returned from the Second Brand Protection Congress in Frankfurt.
It was a very interesting event with a wide range of speakers and topics all linked to brand protection. The talks ranged from the various online anti-counterfeiting tools and latest technological developments and intermediary liability through to the various methods that brands have adopted to protect their rights. There were far too many issues discussed for me to go into the detail they deserve but these blogs will cover off the points which I found most interesting" - Rosie Burbidge.
The industry perspective
The dangers associated with counterfeits and illicit trade were highlighted in David Luna's opening keynote. Oliver Fein went on to note that there is a tendency for business teams such as brand protection, security, IT security, IP and trade marks to work in very separate universes. He urged them to work together.
Ken Bonefeld-Nielsen used a ball of wool and a funnel to highlight the importance of planning and prioritisation in crisis management. He reminded everyone that you have plenty of time before a crisis and none when one erupts. Get a standard operating procedure in place now! The key is clear communication in a timely manner. Whilst it may not be the brand's legal responsibility for damage resulting from brand counterfeits, the brand name is in the news and it is an opportunity to present a positive solution for the public.