“The goal of every brand today is to become more global, but with that expansion come a variety of risks and a tremendous set of challenges,” noted Cutri. “Billions of dollars and years of customer loyalty and goodwill are at stake for counterfeiters and diverters looking to exploit demand. Unfortunately, Customs officials and law enforcement cannot provide full protection, so brand owners must take steps to deploy a robust brand protection program to track and protect their products.”
Cutri led a pre-conference workshop titled “How Solid is Your Brand Protection Program?” In this session, he helped attendees assess the strength of their programs, understand the risks of gray market product diversion and illicit trade, and learn how to bolster the effectiveness of authentication and track & trace programs.
On day two of the main conference, Cutri led a panel discussion with John DiPalo, COO of Acsis Inc. The topic was “Track & Trace and the Movement of Goods,” covering implications of doing business in a truly global marketplace. Discussion points included best practices for serialization and the importance of item-level traceability. Kodak recently named Acsis as a serialization partner of choice for dual serialization track & trace systems on the packaging line.
“Kodak has a strong history of working with companies around the world to develop, implement, and refine brand protection strategies,” concluded Cutri. “Being part of these events allows us to share our expertise while learning more about the issues that our customers face every day. It’s a very complex problem – one that needs a partner with the right solutions and a deep understanding of the market. Kodak is that partner.”