Invisible Defenders: How Technology Guards the World’s Biggest Brands Back to top
Invisible Defenders: How Technology Guards the World’s Biggest Brands

Invisible Defenders: How Technology Guards the World’s Biggest Brands

In today’s increasingly complex global marketplace, brand protection is no longer a discretionary initiative, it is a strategic necessity.  



In Episode 16 of the Coco - Click.Consume.Connect podcast, titled “Invisible Defenders: How Technology Guards the World’s Biggest Brands,” Xavier Urbaneja, Head of Market Segment Brand Protection at SICPA, joins the discussion to share expert insights into how B2B organisations can safeguard their products, reputation, and customer trust through advanced technological solutions. 
 

Podcast links

To explore how technology can defend your brand against today’s invisible threats, listen to the full episode, available now on all major platforms: 

 

Key Insights for Business Leaders: 

 

  • A Shifting Threat Landscape
    Counterfeiting, product diversion, and illicit trade are growing in scale and sophistication, affecting sectors ranging from fast-moving consumer goods and fashion to pharmaceuticals and industrial manufacturing. The economic and reputational risks are substantial, with illicit trade now rivalling the world’s largest economies in size. 
     
  • Technology as a Strategic Enabler
    The episode explores how advanced technologies such as 2D barcodes, QR codes, RFID, NFC, and digital seals are being deployed to secure supply chains and authenticate products. There is no universal solution; rather, a multi-layered, tailored approach is essential to address the specific challenges faced by each industry. 
     
  • Regulatory Drivers and Digital Product Passports
    With the introduction of regulations such as the Digital Product Passport (DPP), brands are increasingly required to implement unique identifiers for individual products. This not only supports compliance and traceability but also enables greater transparency and consumer engagement. 
     
  • Practical Implementation
    The discussion emphasises the importance of starting with simple, scalable solutions and prioritising the most critical risks. Effective brand protection is not necessarily about the largest investment, but about strategic focus and phased execution. 
     
  • Trust, Data, and Consumer Interaction
    As brands begin to interact directly with end-users, responsible data management and privacy become paramount. Building and maintaining trust is central to any successful brand protection strategy. 
     

Conclusion 

For B2B organisations, investing in robust brand protection is essential to maintaining market integrity, customer loyalty, and long-term profitability.  


Please visit our product & brand protection page to learn more about our solutions 

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