Counterfeit is a mindset.

The current crisis is putting businesses and brands under the microscope in unexpected ways.

Those that have made vision, mission and values statements in the heat of a relaxed offsite are finding themselves in the spotlight as their real commitment to those values is tested in the heat of the crisis.

Nobody would question the need for dramatic action to protect the business, but the way in which many large and well known businesses have done it demonstrates where, for them, the boundaries of the business lie. Often with the senior management and shareholders, with those who actually do the work treated as replaceable parts, who can be sent off to fend for themselves like animals in a barn fire.

Counterfeit Products

I spent a decade of my life in projects to defend brands from counterfeits, looking at the the risk to brand values from them.

It coincided with the time when offshoring was at its peak.

It was instructive. Brands would offshore high margin items - luxury goods, trainers, pharma…