The Brand Protection Professional (The BPP) VOLUME 1 | NUMBER 2 | Page 45
DECEMBER 2016 | VOLUME 1 | NUMBER 2
I see a direct link between the performances
of the Specialized professional athletes and
how hard the counterfeiters come after us.
Peter Sagan just won his 2 nd consecutive
world road championships. Whooo!!
Everything he rides in, his bike, his helmet,
his jersey, his wheels, is target #1. You have
many athletes in your company, how do you
predict what the next target will be?
You hit the nail on the head – what’s currently popular is always
targeted by infringers. Every WWE Superstar and Legend is a
separate brand for us (and we have over 200), and we push those that
get “hot” with audiences. The problem is that the infringers notice
and do the same. So, the need to work closely with your other
business units and leverage data via analytics is imperative. While you
can never truly predict consumer behavior, different data sources are
powerful tools in helping you to identify targets and spend your legal/
enforcement budget wisely. On the flip-side, you can always “pirate”
the counterfeiters! There might be product you notice being sold
illegitimately using your branded IP that appears to be popular in the
marketplace. This information, in turn, can be used to create new
Can we finish this
legitimate channels or product lines for your brand!
discussion with
your personal
mantra?
Andrew, as you know, I always like
to say, just as The Rock laid the
“smackdown” to his opponents, I
I like that better than my
“ worrying” . Good luck!
like to do the same to brand
infringers all over the globe!
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