In today’s fast-paced marketplace, brands constantly grapple with the challenges posed by counterfeit goods. This issue has gained such prominence that the U.S. Senate recently recognized the importance of trademarks and the role they play in protecting consumer safety by designating July as “National Anti-Counterfeiting and Consumer Education and Awareness Month.” This resolution underscores the necessity of public awareness and education to safeguard consumers and businesses from the pervasive threat of counterfeit products.
Over the past month, addressing counterfeit goods with consumers has come up in conversations with multiple clients. Many brands struggle with the potential optics, weighing responsibility, vulnerability, and practicality. The decision to discuss counterfeit goods openly can lead to uncomfortable conversations both internally and externally. As individuals and companies, we naturally avoid being the subject of negative news, discomfort, and dislike whenever possible. Yet, here we are, just asking for it.
With July’s recent designation, it seemed like a perfect time to dig deeper into this topic & see what examples we could share on how brands are handling the challenge.
See Something, Say Something?
The million-dollar question: Do you openly discuss the presence of counterfeit goods in the marketplace with your customers? There are several factors to consider, a few of which include:
- Impact on Brand Image: Will addressing counterfeit goods tarnish the brand’s reputation or, conversely, strengthen consumer trust by demonstrating transparency and commitment to authenticity?
- Consumer Perception: How will consumers react? Will they shun the brand, or rally in support against counterfeiters? Either way, are you positioned to address the risk or reward?
- Fiduciary Responsibility: Does the brand have a legal and/or ethical duty to inform consumers? How is this amplified if the counterfeits threaten health, safety or are subject to regulatory compliance?
As counterfeit goods continue to gain attention, particularly in some product categories like automotive parts and pharmaceuticals, silence might imply a lack of control or awareness, potentially eroding consumer trust and your brand’s credibility. On the other hand, a well-articulated message could galvanize your customer base, opening an opportunity for education, and give them a chance to demonstrate their brand awareness and loyalty as your eyes and ears in the marketplace.
Are You Talking to Me?
If you decide to engage on this topic, considering the demographics and psychographics of your target audience is key in developing messaging that resonates and shines a positive light on your brand’s conscious effort to address it. Each brand has a unique personality, brand values and brand voice, as does their customer base. Finding the commonalities can strengthen your connection.
While there are many facets that make up a brand’s target customer, the generational differences may be the most influential on the effectiveness of your communication style, methods and channels.
- Younger Generations: Millennials and Gen Z are often more socially aware and appreciate transparency. Tech savvy and as some of the first digital natives, they might become advocates for your brand, helping to spread awareness. However, they could also react negatively if they feel the brand is not taking adequate steps to address the issue or if the communication seems insincere.
- Older Generations: Baby Boomers and Gen X largely prioritize brand integrity and reliability, valuing a straightforward, reassuring approach that emphasizes quality and safety. Conversely, they may become wary and lose trust if they perceive the issue as a sign of weak brand control or if the communication lacks clarity and assurance.
Chances are high that there is already content online of your customers taking it upon themselves to showcase real vs. counterfeit examples of your brand. Sharing your message on the same platforms where your consumers are actively engaged on these topics is to your advantage (i.e. YouTube, Instagram, TikTok and Snapchat).
Consider substantiating these channels with a link to a page on your brand’s website with more information and reporting methods or FAQs if/when suspected counterfeit goods are encountered. Tailoring communication strategies to resonate with these diverse groups and overlapping them with your target customer profile, along with meeting them where they are, will help you address the issues more effectively.
Crafting Your Message
When deciding how, if, when and where to communicate about counterfeit goods, it is crucial to craft a message that balances transparency and reassurance, while staying true to your established brand voice. Here are some areas to consider and help guide the process:
1. Acknowledge the Elephant in the Room (or rather, in the marketplace): Begin by acknowledging the existence of counterfeit goods and the potential risks they pose to consumers. We are already doing it as a nation and are in this together. No brand is immune.
2. Educate and Inform: Offer practical tips on how consumers can ensure they are purchasing genuine products. This may include identifying authorized retailers, online channels and/or countries where you do (or do NOT) manufacture your products. Overarching red flags like prices that are too good to be true and shopping on ‘not secure’ websites may be helpful too. You can share quick tips that they can easy and simple, while reassuring them of the brand’s commitment to their safety and satisfaction.
3. Highlight Your Efforts: Emphasize the measures your brand is taking to combat counterfeits. This may be basic, like listing your registered intellectual property and acknowledging that your brand investigates customer complaints, or if more advanced, referencing technological tools like authentication apps, legal actions and partnerships with law enforcement. Focusing on proactive steps being taken may help dissipate negative reactions when reactive measures are necessary.
4. Empower Your Audience: Encourage your customers to alert you to suspicious websites, content and ecommerce sellers. If they think they bought a fake product, offer a clear and simple reporting process that details how they can help you help them by addressing their concern (i.e. reporting form for fields to provide seller details, copy of receipt, link to content, product photos, etc…). Empowered customers are more likely to stay brand loyal. Everyone wants to be seen, heard and understood – and if they already love your brand, there is a good chance that they want to help. It is on the brand to channel any honest effort in a productive way.
It Takes a Village
Particularly if you hope to enlist the help of your customers, engage with internal stakeholders to ensure a unified approach with the mechanisms to support it. Involve your legal, marketing, and customer service teams to prepare for potential inquiries so everyone knows what questions to ask and automate where you can.
Identify the most likely front line to these issues, the most important details to have before escalating and ensuring that viable leads have a way of being flagged and prioritized. Some people just like to complain so don’t be afraid to put the burden on the customer to provide what is needed for you to fully evaluate their concern.
Be Prepared to Pivot
Through the communication process and consumer engagement, monitor their reactions and feedback. Be cognizant of other related dynamics, like an influencer flaunting a dupe or talking about an experience with a fake product. Use this insight to adapt and adjust your strategy or messaging accordingly.
Consistent engagement and education can turn these challenges into opportunities to strengthen your brand’s relationship with its customers and grow new advocates.
From Around the Web
Addressing the topic of counterfeit goods is undoubtedly challenging, but with a strategic approach, brands can navigate this complex issue effectively. There is no silver bullet, one-size-fits-all or right vs. wrong approach. There is only what feels authentic to your brand and your audience. By developing messaging that resonates with your customer base and engaging internal stakeholders to support these efforts, you can protect your brand’s integrity while fostering consumer trust and loyalty.
Here are a few examples for reference. We do not claim that these are inclusive of all the efforts a particular brand is doing, just to showcase what was readily found in brief research.
Dyson – General overview page & example of community engagement on topic
https://www.dyson.com/campaigns/counterfeit-machines
Haruharu Wonder – Brand sponsored a video on Youtube on “Counterfeit cosmetics: The Booming Business Of Fake Beauty Products On Amazon”
Fenty Beauty – List of FAQs that include “How do I know if my purchase is authentic?”
https://fentybeauty.com/pages/help-faqs
Supergoop! – Includes list of authorized retailers & statement about the presence of counterfeit products online
https://supergoop.com/pages/find-supergoop
Bellanomi – Brand posted a video on TikTok, “Don’t Get Duped! Spot a Fake African Net Sponge.”
Micro Ingredients – Posted a video on TikTok, “How to avoid purchasing FAKE Micro Ingredients products on TikTok?”
Lego – Customers can search for their specific set by LEGO Cert Number, Product Number, Item Number or Barcode
https://www.lego.com/en-us/legal/notices-and-policies/compliance
Do you have an example of how a brand is addressing counterfeits with customers, engaging on this topic or otherwise galvanizing the masses in the fight against fakes? We would love to hear from you! Please feel free to contact us or comment on our related LinkedIn article.
