We thank all of the participants for contributing and sharing their expertise with us. Member companies are randomly chosen each month to participate as a way to connect and educate our member community. To view our previous member spotlights, click here.
What is one way a brand with a mature IP enforcement program can take their efforts to the next level?
Brands with a mature program often carry out many interventions, both online and offline, focusing on reducing the problem and delivering value to the business. The problem itself will be multi-faceted – from fakes through to scams, impersonation, confusing similarity, regulatory breaches and grey market issues. Budget often limits further action where the brand is working alone. Mature brands can consider collaborating with other brands in cross-industry initiatives – to unlock resources, enhance their voice and reveal insights into others’ strategies that will increase their own program's impact.
What are your top 2 recommendations to a brand that is building up its IP enforcement program?
As a brand builds up its program, it’s important to prioritize its efforts and track impact. At this stage, resources are likely limited and the landscape of threats overwhelming. Brands should focus their program on tackling the infringements that have the greatest impact to their business and being clear which rights they have, how they will use them and on which online platforms. In addition, tying these efforts to measurable, value-based outcomes will allow the brand to build a case for more budget to allow it to go deeper and tackle more of what really matters.
What hobbies or causes are you passionate about?
When I can, I love to get on my bike and ride. Either with Zwift indoors or out on the road with my prized Colnago C64. Strava times are tracked and my Quadlock holds my phone in place on the handlebars. On a bike ride, you realize the importance of genuine parts! Trust in the brands you are using when out on the road is essential!
What 2 things contribute to a successful brand protection program?
Tenacity and Creativity. We may be playing a game of “whack-a-mole,” but that doesn’t mean we can give up or put our efforts on “cruise control.” Be tenacious in your enforcement activities and creative when it comes to new ideas for your BP program. The counterfeiters don’t occupy the same “box” or use the same “tricks,” so neither should we. Don’t be afraid to reach out to the brand protection community for ideas or advice and always be willing to try new things. If you don’t get the expected results within a reasonable amount of time, then try something different.
How can we or our companies better educate consumers about the harms of counterfeiting and piracy?
Don’t Try To Hide It! Too many companies are afraid of publicizing their counterfeit issues. It’s our duty to warn and protect our customers. Embrace the community of consumers who love your brand. Educate your customers to be wary of counterfeiters and scammers and encourage them to be vigilant. Provide them with tools to identify imitations of your product and the resources to know where to shop. This gives consumers a “voice” to fight back against the fraud and not be a victim. Consider a website form to encourage reporting suspicious listings. It can be another weapon in your arsenal.
What’s your favorite famous or inspirational quote?
“Become the kind of leader that people would follow voluntarily; even if you had no title or position.” (Brian Tracy). To me that means striving to be the type of leader who inspires people to follow you, not the type who demands or expects it. Once you illustrate the purpose of your mission, demonstrate how it will benefit the greater team, and exemplify it through your actions and not just your words… you will gain that followership.
What is one way a brand with a mature IP enforcement program can take their efforts to the next level?
One way a brand with a mature IP enforcement program can elevate its efforts is by empowering consumers to verify product authenticity and make informed decisions through transparency and brand protection technologies. By integrating secure, scannable digital identifiers into products, brands can offer consumers real-time authentication and detailed product information at the point of purchase. This approach not only enhances consumer trust but also turns every product into a self-enforcing element of the IP strategy. Consumers can instantly verify a product’s legitimacy, trace its journey through the supply chain, and access insights about sustainability, ethical sourcing, or regulatory compliance. This increased transparency strengthens brand loyalty and makes consumers active participants in protecting the brand, creating a powerful, decentralized enforcement network.
How do you show your clients the value of brand protection?
We show clients the value of brand protection by highlighting the direct impact on revenue, consumer trust, and market differentiation. Through real-time product authentication, supply chain transparency, and counterfeit prevention, we help brands protect their reputation and ensure product integrity. Laava technology enables consumers to verify authenticity with a simple scan, reducing losses from counterfeits and grey market activities. Additionally, we provide insights into consumer engagement, helping clients track interactions and build stronger, trusted relationships with their customers. This tangible value supports both their bottom line and long-term brand loyalty.
What hobbies or causes are you passionate about?
I'm passionate about space exploration, which has been a significant part of my personal life. With a background in aerospace engineering and a family that shares a love for flying and space, it’s been incredible to witness how far we've come in the last 20 years. From groundbreaking missions to advancements in private space travel, the future looks more exciting than ever. I’m inspired by the limitless possibilities ahead and the potential for innovation as we continue to explore new frontiers in space.
What’s one piece of advice you can give a brand looking to enforce their IP?
Stay vigilant on dynamic platforms—these are hotspots for influencers, viral content, and emerging trends. Utilize tools like data analytics, trending hashtags, and popular phrases to track what’s gaining traction online and adjust your brand strategy accordingly. In today’s fast-paced digital landscape, monitoring how your brand is perceived and potentially misused, especially on social media with eCommerce capabilities, is crucial. Real-time trend monitoring can help you spot IP infringements and unauthorized use, allowing you to refine your enforcement strategies. By actively observing mobile e-commerce channels, you gain insights into consumer behavior and engagement, enabling you to anticipate threats like counterfeit goods and misleading marketing. This proactive approach helps safeguard your brand’s integrity and reputation.
What’s one piece of advice you can give an SME looking to enforce their IP?
From a brand protection standpoint, cross-functional collaboration is crucial. I’ve seen how uniting insights from legal, marketing, and product teams strengthens our defenses. When the legal team identifies potential IP issues, marketing can swiftly adapt strategies to avoid conflicts. In parallel, product teams innovate with brand integrity in mind, and brand protection and cybersecurity take down infringers and fraudsters in tandem. Open communication is vital—hold regular check-ins to share updates and address concerns. Celebrating our successes, like resolving an infringement that is also a scammer, reinforces our commitment to teamwork. By collaborating effectively, we protect our brand and enhance its overall value and reputation in the market.
What hobbies or causes are you passionate about?
I’m passionate about supporting first-generation immigrant and refugee youth through academic mentorship. As a first-generation American-born Vietnamese woman, I understand the personal, cultural, and academic challenges immigrant and refugee students face. Mentoring is crucial in helping them navigate adversity, including intergenerational conflicts, financial burdens, and academic pressures. Education can transform lives, and I love being part of that journey. I organize workshops on resume building and interview preparation to empower students as they tackle high school and college challenges. Witnessing their growth and success is incredibly rewarding, and I’m dedicated to helping them achieve their dreams and break the cycle of disadvantage.
What are the top 2 challenges in IP enforcement you see affecting your industry over the next year?
Making meaningful use of AI in online brand protection. AI image matching may reduce human analysis, help grouping cases, and unlock otherwise undiscovered infringements. But elsewhere it remains to be seen how much human input will be required and whether brand owners will face SaaS subscription price hikes – at a time when budgets are being squeezed.
Compliance with the Digital Services Act (DSA). The DSA only fully came into force in February this year. The compliance reports from the very large online platforms (VLOPs) are due. The EU position on secondary liability is still to be tested at an EU-wide level.
What are your top 2 recommendations to a brand that is building up its IP enforcement program?
Start small. It is tempting to agree to a 12-month+ programme with a SaaS provider to take down the Internet. However, creating an enforcement workflow based on different infringement categories, aggravating and mitigating factors, and the desired outcome is a good place to begin. Then, get a few cases under your belt and revisit priorities and financial commitments.
Have a budget buffer. There is always ‘that’ one case throughout a financial year that will arise. Not having the money for it upfront can either leave a business impugned or having to go cap-in-hand back to the business.
Who has influenced you most when it comes to how you approach your work?
My team leader, Neil McGowan, from a previous firm. He wasn’t the most qualified or put together person at the firm, but everyone would go to him for a second opinion. He had worked in a few different areas of law, which gave him a good ‘nose’ for a case. If you had a questionable case, he’d tell you straight and cut through to your best points. He also always had an alternative angle or some abstract legal point to offer up. I still think back fondly to those paper file days!
