Brand Protection That Your Marketing Team Won’t Say ‘No’ ToPack Expo East, April 17, 2018Presented by Julie Hatlem and Aaron Sniker

1. Understanding what your lost revenue is to grey market, diversion, counterfeiting?

2. Your readiness and response to a product recall?3. Getting data and analytics for an improved ROI?4. Keeping up with the demands of consumers?

– authenticity and personalized shopping

What keeps you up at night?

Overt Covert• Not openly acknowledged/displayed to the public

• Do not disrupt the aesthetics of the brand

• 100% Transparent, make it easy to say “YES”

• Cost effective for brand owners

LinkTechnology from HP for Digital FingerprintingCloud-based Software suite

with assets designed for:

ConverterBrand

ConsumerThese interfaces allow each

package to be OVERTLY or COVERTLY marked

for individualization, tracking, and continued

interaction.

Fingerprinting Packaging or Documents with Marks

QR QR + Guilloche

Secure QR

Secure QR + Guilloche

Watermark

Track & TraceScan Count Based SecurityProduct Diversion RecognitionCustomer Experience with Any Scanner

Copy ProtectionTrack & TraceScan Count Based SecuritySerialized Product Diversion Secret Shopper with Max Confidence

Visual Confirmation of Authenticity.

Increased Copy ProtectionAdditional Overt Counterfeiting Deterrence

Product DiversionScan Count Based SecuritySecret Shopper ValidationTrack & Trace if Serialized Data AddedCustomer Engagement with Approved App

Creation of Mark Derives Meta-DataScan Interaction CapturesGEO-LOCATION:• Mobile Positioning & IP Address Referencing• Street-Level Accuracy Capable• Multi-Scan Establishes Product Movement

TIME STAMP• Date & Time Confirmation, Tied to Location• Time-of-Day Consumer Interaction

FREQUENCY TRACKING• Logistical Step and Supply Chain Movement• Copy Indication, Tied to Location• User Access Campaign Interaction

Creation of Mark Derives Meta-DataScan Interaction CapturesGEO-LOCATION:• Mobile Positioning & IP Address Referencing• Street-Level Accuracy Capable• Multi-Scan Establishes Product Movement

TIME STAMP• Date & Time Confirmation, Tied to Location• Time-of-Day Consumer Interaction

FREQUENCY TRACKING• Logistical Step and Supply Chain Movement• Copy Indication, Tied to Location• User Access Campaign Interaction

Mark Creation/Data Capture Provides Solutions for: COUNTERFEITING COVERT:

• Secret Shopper or Government Regulation Specialized Platform• Grey-Market / Secondary Market Tracking Through Geo-Location• Duplication Indication Through Frequency/Location Reports• Imperceptible Watermarks when no Consumer Action Desired• Marks Hidden within Invisible Ink Channels

OVERT – if graphics can be sacrificed:• Placement of Marks Deters Copy Attempt• Guilloche Only Copied As Duplicate Image Without Unique Elements• Drives Consumer to Verify Authenticity, Reducing Demand

0

Unique ID for each pieceReport generation by batch.

Receipt of goods indicates conformity.Last location of positive capture.

Mark Creation/Data Capture Provides Solutions for: DIVERSION

1

Serialized Marks = Last Location and Distribution Channel

Confirmation of affected product recapture, without need for mass public recall.

Mark Creation/Data Capture Provides Solutions for: RECALL

DALLAS

ST. LOUIS

12

Location of Sale Validity

Genuine Product Confirmation

Consumer Experience After Authentication

Mark Creation/Data Capture Provides Solutions for: AUTHENTICATION

Internal Read WatermarkInternal / External

Consumer Landing

Security / Enforcement Consumer Piece of Mind

Mark Creation/Data Capture Provides Solutions for: SUPPLY CHAIN

High Waste AlertIndication of supply chain

investigation.

Low Volume AlertThreshold and demand

planning by location.

Production Volume ScanningBatching and distribution

controls

Surge Planning AlertRelevant and efficient with

consumer engagement.

Visual dashboard is modified to user needs and access rights.

Mark Creation/Data Capture Provides Solutions for: CONSUMER INTERACT

Socially Conscious: Direct landing to supply chain confirmation or extension of lifestyle.

Direct landing to social media prompts to increase advertising traffic and brand loyalty.

Education and Buying Prompts: Best use evaluation, product directions, recall warnings, expiration prompting.

Geo-Located in-store coupon and links to family products. Can be changed at any time.

5

User profiles are influenced by capture from consumer interaction if desired. Limits set by brand.

Special Promotions

Nearby attractions

Geographic Region

Demographic Metadata

Mark Creation/Data Capture Provides Solutions for: BEHAVIOR TRACKING Individual Consumer – create

targeted approach

Geographic Macros –affect supply chain initiatives

Location

Duration

Frequency

Time of Day

Vulnerability is the birthplace of innovation creativity and change.

Brené Brown

Determine Your Brand Protection Needs

What is the risk involved with a product recall or failure? – How long would it take you to recover?

How much are you willing to invest to safeguard your customers and brand equity?

What level of protection is expected from your customers?

How loyal are your current customers?– What will it take to establish new customers?

Ultimately, you don’t need to choose between brand aesthetics and brand security. The choice lies in determining what options work best to strengthen the relationship and trust between your brand and customers.

Join us at Booth #1323

Swing by our booth…

Booth #1323

Innovation Stage