Protecting your brands from criminal counterfeiters is a problem for both the court room, as well as the board room but for me, effective brand protection has to start in the boardroom with the active engagement of all parts of the business, marketing, quality control, customer service, R&D, logistics, sales, etc, as well as third parties, such as your production facilities, logistics, distributors, wholesalers, and retailers.

For those leading the brand protection programme, the very first place to start has to be the building of the capability across the business to easily detect fakes, something that we know can be done for near zero cost. We have founded this company to bring this capability to brand owners, to help their business more easily identify their fakes at near zero cost.  

Prior to the founding of this company, I had a thirty-year career with P&G, which included a period leading their global brand protection programme. For the last sixteen years, I have been an honorary visiting fellow at the University of Leicester, Department of Criminology and have continued to act as the Group Strategy Coordinator for ECR Retail Loss, a collaborative platform to help retailers and CPG’s find new, imaginative ways to sell more, and lose less, through research and collaboration. I regularly publish new research and write articles that get published in titles such as HBR and have co-authored a book called “New Loss Prevention” with Professor Beck.