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

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