Covid-19 will lead to a greater risk of online counterfeiting, and significant commercial damage for brands that don’t get their pandemic response right.

Marketing, Brands, Trademarks & Copyright (2020 Edition)

Covid-19 will lead to a greater risk of online counterfeiting, and significant commercial damage for brands that don’t get their pandemic response right.

Just one click and it’s yours! Coronavirus-related lockdowns around the world have led to a marked increase in online shopping and with it, opportunities for counterfeiters are increasing exponentially.

Countering the Counterfeiters

Just one click and it’s yours! Coronavirus-related lockdowns around the world have led to a marked increase in online shopping and with it, opportunities for counterfeiters are increasing exponentially.

Covid-19 will lead to a greater risk of online counterfeiting, and significant commercial damage for brands that don’t get their pandemic response right.

Market Analysis: Brands’ Reaction to the Coronavirus Could Make or Break Their Future

Covid-19 will lead to a greater risk of online counterfeiting, and significant commercial damage for brands that don’t get their pandemic response right.

The International Trademark Association’s New York-based president, Ayala Deutsch, says practitioners should be asking themselves how they can develop professionally in order to gain a better understanding of how assets are commercialized.

Ayala Deutsch (INTA): "IP practitioners need to broaden their horizons"

The International Trademark Association’s New York-based president, Ayala Deutsch, says practitioners should be asking themselves how they can develop professionally in order to gain a better understanding of how assets are commercialized.

Interview with Ana Pellegrini (General Counsel – Uber Brasil)

Since 2015, Ana Pellegrini is General Counsel of Uber Brasil. In this interview, Ms. Pellegrini discusses the challenges of heading the legal department of Uber's second largest consumer market, the benefits of a strong culture of diversity and the S...

Nina Buchholz, product development and marketing manager at beverage marketing company Columbus Drinks, explains that, ultimately, it’s not analysis or market research that determines a company's success, but the consumption patterns of the customer.

Nina Buchholz (Columbus Drinks): "Fail early, fail cheap"

Nina Buchholz, product development and marketing manager at beverage marketing company Columbus Drinks, explains that, ultimately, it’s not analysis or market research that determines a company's success, but the consumption patterns of the customer.

Justin Picard is one of the founders of Scantrust, a connected goods platform for companies that depend on selling physical products in a connected world. Scantrust enables active brand protection, supply chain awareness, and direct consumer engagement benefits by securely binding physical goods with online identities. Their solutions help maintain brand integrity, deliver valuable consumer insights, and unlock growth potential in the goods companies sell. Picard spoke to us about the origins of Scantrust, the technologies it uses, and counterfeit coronavirus test kits.

Justin Picard (Scantrust): "The access we provide to trustworthy information could save lives"

Justin Picard is one of the founders of Scantrust, a connected goods platform for companies that depend on selling physical products in a connected world. Scantrust enables active brand protection, supply chain awareness, and direct consumer engageme...

Claudia Pappas, head of trademarks and brand protection at Thyssenkrupp, tells us how she set up a trademark department from scratch, how the global engineering conglomerate forms IP strategies, and the benefits of maximizing in-house (as opposed to outsourced) legal capabilities.

Claudia Pappas (Thyssenkrupp): "China represents a big challenge in terms of detecting infringement"

Claudia Pappas, head of trademarks and brand protection at Thyssenkrupp, tells us how she set up a trademark department from scratch, how the global engineering conglomerate forms IP strategies, and the benefits of maximizing in-house (as opposed to...

Leaders League spoke to the Montréal-based founder and CEO of SafeBrands, Charles Tiné, about brand protection and managing domain names.

Charles Tiné (SafeBrands): "We’re not just a service provider: we really focus on client service"

Leaders League spoke to the Montréal-based founder and CEO of SafeBrands, Charles Tiné, about brand protection and managing domain names.

Successful marketeers today create a story around their brands, as well as a meaning and a set of values with which consumers can associate themselves, says Ragnar Gustafsson of the Benelux Office for Intellectual Property.

Ragnar Gustafsson (BOIP): "Brands are now linked to a form of ethics"

Successful marketeers today create a story around their brands, as well as a meaning and a set of values with which consumers can associate themselves, says Ragnar Gustafsson of the Benelux Office for Intellectual Property.

Bayer’s US-based data privacy manager Catalina Morales says that, with regulators increasingly clamping down on pharmaceutical companies, abiding by the law while not restricting commercial activity is a challenge.

Catalina Morales (Bayer): "Regulators are getting stricter every day"

Bayer’s US-based data privacy manager Catalina Morales says that, with regulators increasingly clamping down on pharmaceutical companies, abiding by the law while not restricting commercial activity is a challenge.

Galderma’s Maud Robert argues that blockchain and ‘track & trace’ technology could be used to fight the spread of fake products in an efficient way, while at the same time improving the customer experience.

Maud Robert (Galderma): "Blockchain could be vital in the fight against counterfeiting"

Galderma’s Maud Robert argues that blockchain and ‘track & trace’ technology could be used to fight the spread of fake products in an efficient way, while at the same time improving the customer experience.