Our CEO will be at Brand Protection Congress,
03 – 04 December 2019, Leonardo Hotel Frankfurt City South, Germany
Mathieu will be happy to present our solutions for brand protection :
“From Leak Tracing to Retailer Discovery, the Benefits of Securing and Monitoring Brands’ Visual Content.”
Please use this form to organize a meeting and try IMATAG Leaks or IMATAG Monitor, our new weapons to protect your brand:
More about IMATAG solutions for brands:
To get things started, Tell us something about yourself
My name is Mathieu Desoubeaux, and I am the CEO of IMATAG.
Passionate about photography and digital content, I naturally chose a Ph.D. course in Digital Content Protection & Computer Science. While working at the famous french research institute INRIA with three collaborators, we decided to launch IMATAG to take advantage of the patent we had just filed: an invisible and indelible digital watermark.
This technology is at the core of the services we offer to businesses that want to protect their visual content and control their use.
What is it about your services that is different from other substitutes in the market?
Most brand protection solutions only use text search methods to track a brand’s presence online (it can be the name of the brand, product or model, identifiers, or terms of the campaign). Those who also use image searches are dependent on third-party solutions (Google Images, Tineye) that are ill-equipped for their needs.
IMATAG, as a specialist in image search and identification, has developed watermarking and custom crawling technologies to achieve the performance expected by brands at two critical stages of their business:
During the embargo period before product launch: leak tracing, monitoring of suspected sites, and risky social profiles.
During the period of dissemination of the campaigns or distribution of the product: control compliance on partner sites, the discovery of the distribution network, unlawful usage, and earned media.
What are the three biggest obstacles in this industry? Please be specific.
1 – Counterfeiting: it is increasingly difficult to control, due to the dematerialization of points of sale (e-commerce, marketplaces, gray market) which makes the retailers network more and more dispersed.
2- Leaks: the secrecy kept before a launch is challenging to maintain when many partners are involved (press, influencers, distributors, marketplaces). In case of a leak, a campaign can lose all its ROI (lower sales of the previous model, increased counterfeit, loss of the campaign’s cost, loss of competitive advantage)
3- Reputation: the use of social networks for marketing campaigns has become essential, but it is double-edged. Control what happens to your content once relayed by your community of influencers, how to follow them, and control their satisfactory use?
“Internet is the Culprit” In terms of Brand/ Data protection how justified is this statement?
The Internet is only a medium, but it favors the proliferation of corrupt practices that previously existed to a lesser extent. A fashion designer is now able to sell online all over the world, but it exposes him to more chances of being copied.
What is new with the Internet is that everything digital can be so easily duplicated: your website (brandjacking), your email (phishing), your catalog, your campaigns…
Nevertheless, the culprit remains the one who uses these flaws to make a profit from your brand.
But when you are in charge of the protection of a brand, not safeguarding it against these threats is, in a way, a form of negligence. Because solutions exist, and they are also based on digital technologies and the Internet.
What can be understood about the effectiveness of Brand/Data Protection on a global scale?
On a global scale, brands are particularly vulnerable when their margins are not sufficient to absorb either losses (sales declines caused by counterfeiting, for example) or the costs of implementing IP protection.
An ROI vision of the issue is to minimize the losses by investing in solutions allowing more effective detection of IP infringements. By implementing cost-effective Brand Protection services equipped with extra automated tools and more accurate legal offense targeting, the overall cost of the chain of protection will decline in favor of its effectiveness.
What do you foresee as the biggest game changers in the industry in next 5-10 years?
Brand’s dependence on the web’s big players for their distribution (marketplaces) and their marketing (advertising boards, social networks) significantly weakens them. And this trend is accelerating as the mobile uses grow and necessitates to comply to their standards (AMP, scema.org…).
The emergence of alternative players to the Big Four monopolies should reduce marketing costs to a more reasonable level, but also allow brands to entrust their analytical data tracking to other more transparent suppliers.
The current standoff between the media and platforms like Google and Facebook (European directive on copyright and neighboring rights) indicates the level of loss of control from value creators (whether goods or content) to the benefit of distributors.
The same scenario will inevitably occur with brands: by permitting Amazon or Google Shopping to handle finding customers (whose profiling they already finance via sponsorship), brands will not only lose their customer’s profile but, as well, the control of their distribution networks. In the end, they will have to pay to access the information they once owned.
Only by working to produce and control their analytics and their marketing data can Brands anticipate this.
Explain the best three Methods to train employees and build a culture of creation and transparency across the business?
1- Develop employees’ awareness of the cost of leaks, counterfeiting, loss of reputation …
2- Teach good practices to avoid employees being the cause, even unwillingly
3- Train them to systematically use (or integrate and automate their workflow) solutions supporting the traceability of the brand’s digital assets.
In what outcomes will BPC help you?
BPC will allow us to evangelize brands about the value of their images and the wealth of information they can derive from tracking them on the web.
Our technology, used in the field of brand protection, is a real innovation. We are expecting from this conference the opportunity to show brands what our technology can deliver to them, with minimum workflow distraction.
Images are a brand’s most robust foundation. They represent a brand, they describe products, and they attract new customers. Yet, they are too often ignored when it comes to data analytics and brand protection. If the product is the source of revenue, images are not just a cost. Tracking brand visuals can also bring a profit.