Educación/Eventos | Conferencia sobre Protección de Marcas

BRAND PROTECTION CONFERENCE
FEBRUARY 25 & 26, 2010

Counterfeiting of Packages, labels and documents has become a major issue facing designers, printers and brand owners in the past few years. Suppliers have responded with new design software, inks, substrates, electronics and additives that make counterfeiting very difficult.

The Brand Protection Conference features the latest technologies and techniques to thwart counterfeiting, including a hands-on case study. Topics include: design software, screening, holograms, security printing techniques, security inks, nano-tags, coatings, security substrates, photonic crystal chemistry, biometrics, DNA markers, FDA mandates and industry standards for food and pharmaceutical protection.

A special hands-on session will compare a counterfeit wine label to one embedded with DNA security technology. Whether you are a designer, printer, or brand owner, you will learn about security innovations that we guarantee will have your customers saying “Wow. Tell me more.”

Click here to download a .pdf (13.4 mb) of the 2010 Brand Protection Conference booklet.

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THURSDAY, FEBRUARY 25, 2010

Keynote Address: 9:00 – 10:00am
Edible Markers for Brand Protection
Brad Mueller, Vice President & General Manager, Commercial Safety and Security, Smiths Detection, a division which specializes in the application of detection technology to food and product safety

Smiths Detection’s new solution for the brand protection community authenticates, identifies, tracks and traces consumer food products from birth on the farm to the fork on your dinner plate. Mueller will present this solution to tracking and tracing, which uses edible, non-visible, physical markers. The markers are carried through a consumer product’s life cycle, and read and verified using using detection technologies and assisted by 24/7 diagnostic services. The solution reduces detection time, response time and failure risks both socially and financially.

Applications for this new technology are imminent, not only for consumer food products, but also for pharmaceuticals, cosmetics, OTC drugs, and more. The need for prevention and reductions in detection and reaction times are obvious when looking at worldwide threats to human welfare.

Session I: 10:20 – 11:20am
Brand Owners, Product Protection and Security Market Research Reports
The battle for sales success on the shelf remains one of the greatest competitive business challenges. The challenge has become more complex and unsavory as consumer product companies battle competitors who strive to take market share through theft and deception. Hear about the trials of product management directly from a consumer product goods company executive as he shares their insights on the issues they face in dealing with brand protection.

Also, take advantage of the latest market research report on the brand protection and CPGs industry threats and opportunities for security applications.

DESIGNING A Sound Strategy for A Complex Problem 
Effective Brand Protection is critical for organizations, yet few know where to begin. Namit Khurana will discuss building a business case for brand protection, an overview of the technologies and tools available, and how to balance the business needs with the technology to design the best strategy for your organization.

Session Speakers:
Namit Khuran - Kodak Security Solutions
Dr. Myra T. Olm - Kodak Security Solutions
John Barrett - Priority Metrics Group

Session II: 11:30am – 12:30pm
Integrating Design and Conversion Solutions in Product Designs
The consumer’s first line of defense against knockoffs and counterfeit products is their visual inspection of the label and/or package bearing the brand-name product. Two of the foremost experts in design and converting for security labels and packages will demonstrate how to maintain aesthetics and functionality while providing brand product security and compliance with environmental “green” regulations. The hands-on session will include unique security design features and techniques that deter counterfeiting and resultant knockoffs of brand-name products.

Session Speakers:
Susie Stitzel – EskoArtworks
Tony Petrelli – CardPak Inc.

12:30 – 1:30pm
LUNCH BREAK

Session III: 1:30 – 2:30pm
ROI, Advances in Biometric Brand Protection and the Brand Protection Dilemma
The “Four Cornerstones of Brand Protection “ presentation outlines a well-established risk management and security technology program that results in increased ROI.

New covert, overt and biometric technology, recently developed in Europe and just released in the USA, provides a robust solution for defense against counterfeits and knockoffs. This new technology can also be used covertly/forensically for ID and authentication/verification.

The final presentation in this session will address worldwide issues and factors that are affecting the brand protection community at large. This presentation will identify threats, opportunities, solutions, and the required first lines of defense that must be used by brand owners. Brand owners and CPG’s need to position themselves away from their current “laissez-faire” brand protection policies to thwart the worldwide challenges.

Session Speakers:
Ken Branch – PICA
Mariette Koekoek – Validus Technologies
Chris Lyons – Group Publisher, Design Group ST Media - Package, Design, VMSD & Hospitality Style

2:30 – 3:00pm
BREAK

Session IV: 3:00 – 4:00pm
Adhesion and Conversion in Label and Packaging Security
Two of the industry’s most notable experts in adhesion technology and development will identify the importance of adhesive design and discuss the roll adhesion technolgyplays in brand protection. The session will include case studies where the lack of adequate design and glue awareness resulted in costly remakes and compromised product brand security.

Session Speakers:
Peter Gabriele – Adhesion Research Inc., ARmark, former recipient of the coveted Dow Quest Adhesion Award
Michael Flemmens – ARmark Authentication Technologies, LLC

Session V: 4:15 – 5:15pm
The Latest in Security Innovations
This session will cover the latest developments in new security technologies, risk management protocols and improvements in security products and services. Boston University’s Photonics Lab has opened a new forensic laboratory. With services that include DNA analysis, photonics, spectrum analysis and more, it promises to be an outstanding resource for designers and packaging companies.

Graphic Security Systems will demonstrate improvements in covert, invisible, embedded imagery offering unique authentication methods and interoperability.

Technology Transfer Group will discuss recent developments in security technologies for supply chain management. Technology demonstrations will include digitally printed unique identifier codes, invisible forensic bar code marks and specially tuned bar code readers.

Hewlett Packard will demonstrate the Specialty Printing System that prints structured information and uses functional imaging approaches for brand protection. Functional imaging is the process that reads embedded printed information downstream for point-of-purchase, track, trace and authentication.

Session Speakers:
Wendell Smith – Technology Transfer Group
Dr. Gil Jones – Photonics Laboratory Boston University
Dawn Sgarlata & Cary Quinn – Graphic Security Systems Corp.
Dr. Steven Simske – Hewlett Packard

5:30 – 7:30pm
Evening Reception and Tabletop Displays

FRIDAY, FEBRUARY 26, 2010

Keynote Address: 9:00 – 10:00am
Case Study: How a Top Ten Pharmaceutical Company Integrated Brand Security, Confidence, and Promotion
In January, 2010, Sun Chemical and Graphic Security Systems Corporation (GSSC) signed a licensing agreement that utilizes Sun Chemical’s proprietary security solutions with GSSC’s technologies, expanding capabilities to authenticate branded consumer products and increase protection levels against counterfeiters.

The presentation includes a case study that couples their proprietary technology that not only provides product security to the brand owner, but consumer interaction to increase brand confidence and promotion.

Session Speakers:
Scott Perkins – Graphic Security Systems Corp.
Jessica Swank – Sun Chemical Company

Session VI: 10:00 – 11:00am
A Feature Presentation: Top Five Factors Driving the Increase in Pharmaceutical Counterfeiting...and What We Can Do
This session will examine the legal, marketing, technology and logistics drivers behind criminal interest in trade in fake drugs. While the motive behind fraud is significant, the presenter will argue that the pharmaceutical industry can address the some of the means by which fraudsters engaged in their craft – counterfeit packaging. In many fraud schemes, fakes are passed on to consumers in packaging designed to resemble the real thing using inexpensive but high quality printing equipment. One way to fight this practice is to create standards for pharmaceutical packaging that include overt authentication technologies that give consumers the tools to validate the authenticity of pharmaceutical packaging on their own. Drawing on lessons from currency, financial cards and secure identity cards the presenter will demonstrate how technology – from security holograms to color shifting inks – that give consumers confidence that the documents they have before them are genuine.

Session Speakers:
Adam Scheer – JDSU Authentication Solutions

Session VII: 11:15am – 12:15pm
The Wine Label Counterfeit / Anti Counterfeit Project (Hands-on Demonstration)
The anti-counterfeit demonstration project will feature counterfeit wine labels. Dick Warner and Frank Kanonik obtained permission from a winery to counterfeit one of their labels. The discussion will include a video on the production of the counterfeit wine label from start to finish. The counterfeit labels will be on display for evaluation.

Dr. James A. Hayward, CEO of Applied DNA Sciences, will demonstrate the security technology that will thwart the counterfeiting of the wine label. The security technology uses embedded DNA markers and bio-signatures in the label.

The session will include side-by-side comparisons of the counterfeit and the brand name product. The session will demonstrate the substantial risk that brand owners assume when no security techniques are employed.

Session Speakers:
Dr. James A. Hayward, Ph.D., Sc.D. – Applied DNA Sciences
Frank Kanonik, President – DigitalPrintInfo
Richard D. (Dick) Warner, Security Printing Consultant/BPC Coordinator

Session VIII: 12:30 – 1:30pm
Variable Data Printing, Coupon Counterfeiting, Retail Scams and
Digital/Sensory Detection & Prevention
The use of variable data printing and database marketing for brand owners and CPGs has increased substantially. These processes inevitably use discount coupons with traceable codes. Without safeguards, they are very vulnerable to piracy and easily compromised, thus negating tracking efforts. Frank Kanonik will describe safeguards and techniques that can be used to reduce and eliminate coupon counterfeiting when using database segmenting for variable data printing and marketing.

Dick Warner will review current retail counterfeiting scams. The review will include a demonstration using retail receipt bar codes, Internet coupons, and a case study involving the “Mystery Shopper.” Warner will describe technologies and methods used by retailers to help eliminate these scams.

Gary Parish will compare the use of digital and sensory detection systems that track, trace and authenticate. The session will describe the advantages and limitations of both methodologies and will provide a roadmap for using each technology.

Session Speakers:
Gary Parish, President – Complete Inspection Systems
Frank Kanonik, President –DigitalPrintInfo
Richard D. (Dick) Warner – Security Printing Consultant/BPC Coordinator

1:30pm
Closing Remarks & Adjournment