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Podcast · Episode 15 of 25

StockX's Paul Foley on How to Build a Brand Protection Authentication Strategy

Paul Foley, Head of Brand Protection at StockX, the online marketplace and clothing reseller, joins the podcast to talk about why brands need a multi-layer approach to their authentication strategy, which includes registration, enforcement, protection online, and more, and advice on how to go about putting that strategy in place.

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Episode 15 Future of IP Protection

Listen to the full conversation

In this episode, Branddy speaks to Paul Foley, Head of Brand Protection at StockX, online marketplace and clothing reseller.

Branddy and Paul talk about why brands need a multi-layer approach to their authentication strategy, which includes registration, enforcement, protection online, and more, and advice on how to go about putting that strategy in place. They also discuss the role AI and ML might play in IP protection and counterfeit detection, how brands can prepare for a future where resale platforms only increase, and why collaboration is key to IP protection.

Topics discussed

  • How Paul made his way to brand protection by starting in supply chain and sourcing, then joined a team to combat counterfeiting before becoming Head of Brand Protection at StockX.
  • Why brands need a multi-layered approach to protecting their IP that includes tells on the product, enforcement, and having an online strategy.
  • What role AI and ML will play in the future of IP protection, and how it can help to detect counterfeits as quality only gets more sophisticated.
  • Advice for brands on how to work with platforms like StockX, and how to combine information to combat counterfeiters.
  • What brands need to know about the future of IP protection, especially as resale platforms will only get more popular.
  • Top advice for brands looking to start better protecting their IP today.

Guest quotes

#1.)  "To have a full brand protection authentication strategy, it needs to be a multi-layered approach. ... And it goes just beyond the ability to authenticate your product. You also need to be willing to do enforcement when you catch people that are violating your IP." (3:46)

#2.) "The quality of replicas has always increased over the years. Before, years ago, when you were on Canal Street in New York or at the night market in Hong Kong, you knew you were looking at fakes or counterfeits. But now the quality has become much better." (7:27)

#3.) "Having been on the brand side and having been on the marketplace side, the brands don't have all the information. The marketplaces don't have all the information. But together we have a lot of information that can be turned into actionable intelligence against the bad guys." (9:43)

#4.) "I don't think the resale platforms are going away. And as Gen Z increases their spending powers over the years, these are the markets that they're most familiar with and most comfortable with. So I think it's going to be really good for brands and us to collaborate together." (12:27)

#5.) "Make sure you register your IP. And even if you're a brand that's just starting out, just don't think locally, think globally. Register your marks as many places around the world as you can because that investment will pay off in the long run." (14:06)

Resources mentioned

For the latest episodes, search for “Future of IP Protection” on Spotify, Apple, Google, or wherever you listen to podcasts!

More episodes

Watch on video
All 25 episodes
  1. 25Vivek Jayaram on Educating the Next Generation of IP Lawyers
  2. 24Maura Regan of Licensing International on New Approaches to IP Management
  3. 23Eproint’s Gabriela Bodden Explores IP Challenges in the Caribbean and Latin America
  4. 22WIPO’s Todd Reves on the Latest Developments at the World Intellectual Property Office
  5. 21Maral Behnam-Garcia on the Three Pillars for Brand Success
  6. 20INTA CEO Etienne Sanz de Acedo on Transforming IP into a Revenue Center
  7. 19AAFA’s Steve Lamar on Protecting Fashion IP in an Evolving Digital World
  8. 18NRF's Stephanie Martz’s Expert Advice on Harnessing Innovation in Retail
  9. 17Purple’s James Larson on Brand Protection in the Age of AI
  10. 16Nestlé's Myrtha Hurtado Rivas on How IP Protection Strategies Should Respond to Evolving Technology
  11. 15StockX's Paul Foley on How to Build a Brand Protection Authentication Strategy
  12. 14ZipString's Austin Hillam on How to Protect Your Inventions and Keep Innovation Going
  13. 13Kawaii Lighting's Lan Bui on Why Counterfeits Will Never Stand Up Against High-Quality Products
  14. 12Taking Swift Action to Protect Your IP with SwiftPaws' Meghan Wolfgram
  15. 11Warner Music Group's Matthew Walters-Bowens on How Musicians Can Keep Their Creative Work Protected
  16. 10Tapping into IP Protection Resources with Draft Top's Armand Ferranti
  17. 09Navigating the Processes of Knockoff Takedowns with NightCap's Michael Benarde
  18. 08Winning the Game of IP Protection with USAOPOLY's Paul May
  19. 07The Role of IP Professionals in Business Strategy with BEDGEAR's Joseph Codispoti
  20. 06Buzzfeed's Assistant GC on the Growing Landscape of IP Protection and Online Content Creation
  21. 05Keeping Your Brand Protected by Keeping Ahead of Technology
  22. 04Protecting IP - and People's Dreams - Through Collaboration and Anti-Counterfeiting
  23. 03An In-House Counsel's Guide to IP Protection and Licensing at a Large Media Company
  24. 02How Brands Can Achieve Consistent and Scalable Success in Protecting Their IP
  25. 01Beyond IP Enforcement: Protecting Your Brand's Reputation with Data, AI, and Stakeholder Communication

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