Brand Protection That Your Marketing Team Won’t Say ‘No’ To€¦ · Mark Creation/Data...
Transcript of Brand Protection That Your Marketing Team Won’t Say ‘No’ To€¦ · Mark Creation/Data...
Brand Protection That Your Marketing Team Won’t Say ‘No’ ToPack Expo East, April 17, 2018Presented by Julie Hatlem and Aaron Sniker
1. Understanding what your lost revenue is to grey market, diversion, counterfeiting?
2. Your readiness and response to a product recall?3. Getting data and analytics for an improved ROI?4. Keeping up with the demands of consumers?
– authenticity and personalized shopping
What keeps you up at night?
Overt Covert• Not openly acknowledged/displayed to the public
• Do not disrupt the aesthetics of the brand
• 100% Transparent, make it easy to say “YES”
• Cost effective for brand owners
LinkTechnology from HP for Digital FingerprintingCloud-based Software suite
with assets designed for:
ConverterBrand
ConsumerThese interfaces allow each
package to be OVERTLY or COVERTLY marked
for individualization, tracking, and continued
interaction.
Fingerprinting Packaging or Documents with Marks
QR QR + Guilloche
Secure QR
Secure QR + Guilloche
Watermark
Track & TraceScan Count Based SecurityProduct Diversion RecognitionCustomer Experience with Any Scanner
Copy ProtectionTrack & TraceScan Count Based SecuritySerialized Product Diversion Secret Shopper with Max Confidence
Visual Confirmation of Authenticity.
Increased Copy ProtectionAdditional Overt Counterfeiting Deterrence
Product DiversionScan Count Based SecuritySecret Shopper ValidationTrack & Trace if Serialized Data AddedCustomer Engagement with Approved App
Creation of Mark Derives Meta-DataScan Interaction CapturesGEO-LOCATION:• Mobile Positioning & IP Address Referencing• Street-Level Accuracy Capable• Multi-Scan Establishes Product Movement
TIME STAMP• Date & Time Confirmation, Tied to Location• Time-of-Day Consumer Interaction
FREQUENCY TRACKING• Logistical Step and Supply Chain Movement• Copy Indication, Tied to Location• User Access Campaign Interaction
Creation of Mark Derives Meta-DataScan Interaction CapturesGEO-LOCATION:• Mobile Positioning & IP Address Referencing• Street-Level Accuracy Capable• Multi-Scan Establishes Product Movement
TIME STAMP• Date & Time Confirmation, Tied to Location• Time-of-Day Consumer Interaction
FREQUENCY TRACKING• Logistical Step and Supply Chain Movement• Copy Indication, Tied to Location• User Access Campaign Interaction
Mark Creation/Data Capture Provides Solutions for: COUNTERFEITING COVERT:
• Secret Shopper or Government Regulation Specialized Platform• Grey-Market / Secondary Market Tracking Through Geo-Location• Duplication Indication Through Frequency/Location Reports• Imperceptible Watermarks when no Consumer Action Desired• Marks Hidden within Invisible Ink Channels
OVERT – if graphics can be sacrificed:• Placement of Marks Deters Copy Attempt• Guilloche Only Copied As Duplicate Image Without Unique Elements• Drives Consumer to Verify Authenticity, Reducing Demand
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Unique ID for each pieceReport generation by batch.
Receipt of goods indicates conformity.Last location of positive capture.
Mark Creation/Data Capture Provides Solutions for: DIVERSION
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Serialized Marks = Last Location and Distribution Channel
Confirmation of affected product recapture, without need for mass public recall.
Mark Creation/Data Capture Provides Solutions for: RECALL
DALLAS
ST. LOUIS
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Location of Sale Validity
Genuine Product Confirmation
Consumer Experience After Authentication
Mark Creation/Data Capture Provides Solutions for: AUTHENTICATION
Internal Read WatermarkInternal / External
Consumer Landing
Security / Enforcement Consumer Piece of Mind
Mark Creation/Data Capture Provides Solutions for: SUPPLY CHAIN
High Waste AlertIndication of supply chain
investigation.
Low Volume AlertThreshold and demand
planning by location.
Production Volume ScanningBatching and distribution
controls
Surge Planning AlertRelevant and efficient with
consumer engagement.
Visual dashboard is modified to user needs and access rights.
Mark Creation/Data Capture Provides Solutions for: CONSUMER INTERACT
Socially Conscious: Direct landing to supply chain confirmation or extension of lifestyle.
Direct landing to social media prompts to increase advertising traffic and brand loyalty.
Education and Buying Prompts: Best use evaluation, product directions, recall warnings, expiration prompting.
Geo-Located in-store coupon and links to family products. Can be changed at any time.
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User profiles are influenced by capture from consumer interaction if desired. Limits set by brand.
Special Promotions
Nearby attractions
Geographic Region
Demographic Metadata
Mark Creation/Data Capture Provides Solutions for: BEHAVIOR TRACKING Individual Consumer – create
targeted approach
Geographic Macros –affect supply chain initiatives
Location
Duration
Frequency
Time of Day
Vulnerability is the birthplace of innovation creativity and change.
Brené Brown
Determine Your Brand Protection Needs
What is the risk involved with a product recall or failure? – How long would it take you to recover?
How much are you willing to invest to safeguard your customers and brand equity?
What level of protection is expected from your customers?
How loyal are your current customers?– What will it take to establish new customers?
Ultimately, you don’t need to choose between brand aesthetics and brand security. The choice lies in determining what options work best to strengthen the relationship and trust between your brand and customers.
Join us at Booth #1323
Swing by our booth…
Booth #1323
Innovation Stage