Branded —Tom Polishuk

Brand protection is hot and getting hotter. A brand’s equity needs to be protected at all costs. It is sometimes developed over decades, can impart implicit trust, and can be lost in a matter of days, if not hours.

Some major consumer products companies are getting first-hand exposure to the ramifications of what can happen. Mattel is taking a beating with multiple recalls involving its Fisher-Price and Barbie brands, and Colgate-Palmolive’s Colgate toothpaste has had a scare due to counterfeit products on the shelf. Companies have an exposure with any negative events impacting their brands whether they are responsible for the problems or not—and they know it.