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.

So, it’s no surprise that this area will be getting much attention in the months ahead, and printers and suppliers will be in the thick of it. Last month, Kodak held a pre-Graph Expo event in Rochester, N.Y. Although many topics were discussed, it was brand protection that stimulated the most interest with a presentation on the KODAK Security Solutions business, a segment that Chief Marketing Officer/VP Jeff Hayzlett called “the sweet spot of our business.”

Its new TRACELESS System was recently used by several Napa Valley wineries that took the proactive step to authenticate their products. Ann Colgin, owner of Colgin Cellars, said, “While Colgin Cellars has not experienced any problems with counterfeit wine, the issue has concerned me for some time. As a vintner and auctioneer, I felt it was necessary to take a stand and ensure my customers have a guarantee of authenticity.”

This attitude will expand throughout virtually all product segments. There’s a growing opportunity for package printers to provide real value for their customers by providing layers of brand protection technologies. Work with your material suppliers to expand your capabilities and provide this service to your customers. Kodak is just one of many print suppliers that is offering novel approaches to enhance brand protection and ultimately, to protect the consumer.

We welcome your comments regarding any part of packagePRINTING. They can be addressed to Editor, packagePRINTING, 1500 Spring Garden St., Ste. 1200, Philadelphia, PA 19130, or to tpolischuk@napco.com.