Please view this month's Member Spotlights!

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. 

Andrea Fuelleman     

Neal, Gerber & Eisenberg LLP

Partner

Chicago, Illinois, USA

How do counterfeit goods impact consumer trust, and what can companies do to rebuild it? 

Consumers expect a certain level of quality when they buy a brand name product. When counterfeit versions make their way into consumers’ hands, not only is the quality lacking, but the fake product may cause physical harm, which can create negative PR and impact consumer trust. Companies can rebuilt trust by publishing safe buying guidelines on their official websites, offering trade in or buy back programs to get the authentic goods into consumer hands, among other types of consumer engagement programs that connect consumers to the genuine product within a positive branding experience. Authenticity is key to the success of such programs.

What are your top 2 recommendations to a brand that is building up its IP enforcement program?

Its important to understand where the brand’s products are (or soon will be) manufactured and sold, secure trademark registrations in those jurisdictions, and record them with the local customs authorities. Because a registration (versus use) can establish enforceable rights in certain jurisdictions, being proactive and filing early can be beneficial to building an IP enforcement program. 

Additionally, education and communication are also important aspects in IP enforcement. Having an open and ongoing dialogue between R&D, sales and marketing about new products, names, proper usage of those names, ad campaigns, and local in-market activity helps keep brand priorities top of mind.  

What hobbies or causes are you passionate about?

I am an avid reader and fan of book clubs. One of my favorite hobbies and relaxation techniques is to get lost in a good book to clear my head. My favorite authors are currently Kate Quinn, Kristin Hannah and Taylor Jenkins Reid. While I tend to gravitate to historical fictions, I love a good beach read as well as biography books. My family is a devoted supporter our town’s local library and we regularly attend and volunteer at community events and serve on the Library Board of Trustees.  

Mike Dunn      

Octane5

Co-Founder and Chief Brand Officer  

Alpharetta, GA , USA 

How do counterfeit goods impact consumer trust, and what can companies do to rebuild it?

When a counterfeit product fails to live up to the consumer’s expectations, it goes beyond the failure of the product. Products can be replaced… but trust and brand equity are much harder to recover. Today’s consumers expect brands to be authentic, and by doing so, the brand should acknowledge that counterfeits exist and that the brand is proactively fighting to protect the consumer. While the brand isn’t going to share their brand protection playbook, a few overt tactics can be shared to “bring the consumer into the fold.” Let the consumer know that you take their loyalty seriously.

What is one way a brand with a mature IP enforcement program can take their efforts to the next level?

Move your IP enforcement from “protection” to “proactive value creation.” There are many IP enforcement touchpoints with the consumer (i.e. product authentication, social media posts, counterfeiting education). Each of those touchpoints is an opportunity to communicate with your consumer. Just be sure to do it strategically and authentically. Know when it’s appropriate to engage for the purpose of education and when it's appropriate to engage for the purpose of revenue generation. Allowing the consumer to feel a stake in the brand equity creates lifelong brand loyalty and, thus, reduces the demand for counterfeit goods.

What hobbies or causes are you passionate about?

My wife and I are passionate about supporting veterans and military families, primarily through the Special Operations Warrior Foundation. This incredible organization provides scholarships and educational counseling to the children of fallen Special Operations personnel. We've been involved for several years, helping raise funds, organize events, and offer hands-on support. The SOWF team is truly inspiring, and it's an honor to contribute to their mission. When we’re not fundraising, we find peace on our farm—both pursuits bring us purpose and fulfillment. It’s a meaningful balance, especially when I’m not busy fighting for authenticity in all consumer products!

Contact: mike@octane5.com