Sean Sawa, Anderson & Vreeland/Canada
RFID, QR codes, NFC–Converters can combat counterfeiting!
To better understand the concept of brand protection, it is essential to delve into the realm of brand theft. An illustrative example can be observed in the iconic 1988 movie, “Coming to America”. The film showcases the blatant adoption of McDonald’s branding by McDowells– from colors and logos to menu items–concluding in a mirror-image resemblance.
The relentless pursuit of photographers and lawyers by McDowells’ owner serves as a stark reminder of the repercussions of brand theft, ranging from infringement on copyright protection to misleading advertising practices. While the movie storyline leaves the legal consequences unresolved, the parallel with real-life scenarios highlights the gravity of such offenses.
In a hypothetical situation, the corporate giant McDonald’s would undoubtedly mobilize its legal resources to address such infringements. However, intricacies emerge when considering the role of suppliers in producing branded materials for the infringing entity, raising questions about liability and accountability.
Real-world cases, such as Nike’s battle against counterfeit goods on platforms like StockX, elucidate the persistent challenges faced by brands in safeguarding their intellectual property. The rapid abundance of counterfeit products in online markets underscores the urgency for proactive measures to combat brand theft.
Apple’s proactive stance in collaborating with authorities to intercept counterfeit goods underscores the necessity for a multi-dimensional approach to brand protection in the digital age.
Pivotal Strategies
How can flexo printers protect themselves from this and not become part of the problem?
Adopting stringent security measures in packaging emerges as a pivotal strategy to deter counterfeiters. Employing features like holograms, watermarks, and tamper-evident seals fortifies product integrity and bolsters consumer trust. In many industries, especially pharmaceuticals, food, and luxury goods, it is imperative to ensure consumer safety and maintain brand trust.
Integrating QR codes and Near Field Communication (NFC) technology empowers consumers to verify product authenticity, fostering transparency in the supply chain and mitigating the risks posed by counterfeit goods.
By scanning a code on the packaging, customers can access information about the product’s origins, its manufacturing process, and its supply chain. This level of transparency helps to prevent counterfeiting and strengthens the bond between consumers and the brand by enhancing trust.
The advent of tamper-proof and smart packaging solutions further augments the arsenal against counterfeit practices. By leveraging embedded technologies like microchips and RFID tags, brands can proactively monitor product integrity and safeguard against tampering during transit. Industries like pharmaceuticals and food, where product safety is paramount, stand to benefit significantly from these advanced packaging solutions.
Reflecting on historical tragedies like the Tylenol contamination of 1982, underscores the critical role of tamper-proof packaging in averting potential crises.T he evolution toward smart packaging signifies a paradigm shift in brand protection, intertwining technology with traditional security measures to uphold product authenticity and consumer safety.
Functionality & Security
What challenges can one expect when taking on brand protection?
The hardest part of mastering the processes entailed in tamper-proof and smart packaging is integrating advanced technology, like RFID sensors, into the packaging.
While QR Codes and NFC technology can be used to connect physical objects with digital information, integrating these technologies into existing systems requires expertise in design, printing and backend system integration to ensure proper functionality and data security.
What are the advantages of taking on brand protection?
Despite these moderately hard difficulties, mastering brand protection adoption allows converters to offer more comprehensive and innovative solutions to their clients. These systems offer security solutions and bring a multitude of advantages to those who integrate them into their operations.
Door Opener
One of the primary benefits is the potential for enhanced customer loyalty and retention. By mastering brand protection embellishments using these types of packaging and technologies, converters can provide their clients with added value. This sets them apart from competitors and fosters stronger relationships with brands, especially those in high-risk industries.
Moreover, investing in brand protection can open doors to new clients and industries, expanding the converter’s market reach. Industries with heightened security concerns, such as pharmaceuticals and luxury goods, are particularly attracted to converters with advanced brand protection capabilities.
Another significant advantage is the potential for increased profit margins. Brand protection services are often considered premium offerings, allowing converters to command higher rates and improve their bottom line.
Converters that embrace brand protection technologies, further position themselves at the forefront of innovation. By staying on the cutting edge of packaging advancements, they benefit their clients and solidify their position as industry leaders.
Image Enhancer
Benefits extend beyond financial gains, as converters gain an enhanced reputation and industry recognition. By offering reliable and innovative brand protection solutions, converters build a strong brand image and may even receive industry awards and certifications.
As packaging and printing companies spearhead innovations in brand protection technologies, collaborative efforts aim to equip brands with robust tools to combat counterfeiting while positioning themselves for long-term success in the market.
By embracing cutting-edge solutions like QR codes, NFC, and tamper-evident packaging, companies can secure their most valuable asset—their brand reputation—in an era fraught with counterfeit challenges. In the long run, converters who take action to master brand protection technologies, ensure their own business growth and relevance in an increasingly security conscious market.
As world-renown entrepreneur Steve Forbes has long decreed, “Your brand is the single most important investment you can make in your business.”
About the Author: Sean Sawa is the director of sales for Anderson & Vreeland Canada ULC (AVC), a leading manufacturer and distributor of flexographic prepress, plate room and pressroom materials and equipment in Canada.
He graduated from George Brown Technical College in Toronto with a Printing Technology degree and received the Polychrome Award of Achievement. His 30 years of in-depth sales and management experience in printing materials helps to continuously provide AVC’s customers with a seamless experience.