Case Study by Corsearch
17,800+ marketplace listings enforced across 22 platforms and 8,400 sellers
$52m+ value of stock removed
96% compliance on marketplaces
Millie Allen, Senior International Marketing Manager at Brompton, shares how the folding bicycle brand has evolved its approach to brand protection and collaborates with the wider business to support its e-commerce strategy.
The evolution of online threats
“I’ve been with Brompton for almost three years – in my time, the online environment has rapidly evolved. As a business, we’re looking more to direct-to-consumer channels, primarily through e-commerce and also through our physical store network” Millie says.
“Our channel strategy now reflects the importance of our partners’ e-commerce stores. Over the last five years our brand has rapidly expanded, and awareness has increased – which is fantastic. But with that awareness and demand, came counterfeiters and copycats jumping on that trend.”
“When I joined Brompton in 2019, I quickly witnessed huge demand coming out of the Asia-Pacific region. I very quickly flagged the problematic marketplaces and the infringements starting to crop up. And that was before I’d even really looked deeper, because at the time we didn’t have a brand protection program, nor a technology platform where we could understand the scope and scale of infringements.”
The threat to consumer safety and Brompton’s brand reputation
“The Brompton community is incredibly engaged and they’re incredibly loyal. Our number one priority is to protect them” Millie explains.
Millie notes that the evolution of the online environment has led to threats to consumer safety and trust in the Brompton brand.
“Some of the key trends that we’ve identified with the help of Corsearch and its brand protection technology include complete copycat bikes, bike parts that claim to be official Brompton products, and bike stickers.”
“Both our quality control and manufacturing are still done today in London, UK. We pride ourselves on the handmade quality craftsmanship in our bikes. Counterfeiters and copycats on the other hand use lower quality brazing or welds within the frame, poor quality materials, uncertified components, and lower quality manufacturing techniques – all putting consumers at risk. The safety aspect is quite scary. You could be riding down a hill on a copycat Brompton and suddenly the parts could fail – that could result in serious injury.”
Brompton’s approach to online brand protection
Prior to working with Corsearch
“Prior to working with Corsearch, we were very reactive and did not have a structured approach to online brand protection. We would respond with individual takedowns when a customer came into contact with either a marketplace listing or a social media profile” Millie explains.
“When I joined the business there was recognition that I had some background in brand protection. I quickly found out that the business was aware of infringements but had no effective way to deal with them at scale. I would personally enforce where I could, but that was not efficient or an effective use of my time. And it was not even scratching the surface of the problem.”
“We had underestimated the scale of the challenge. We didn’t have the technology to match keywords or images. Instead, a member of our team would search manually for infringements. I knew we needed to get a platform and a team like Corsearch to set up image matching and keywords to identify infringements. The first step in the program for us was to audit and understand the scale of the issue.”
Working in partnership with Corsearch
“There was a piece of education to our senior management around the value of brand protection platforms, the options available and the pricing models as well. There were several vendors considered. However, based on our prior experience of the platform itself and the capabilities that we could access with Corsearch’s brand protection technology, it was far superior. So ultimately we chose Corsearch” Millie says.
“By working with Corsearch, we can identify risks and opportunities before we expand our e-commerce offering. In a particular market, we can audit threats or key platforms that may pose a risk, and we can proactively focus efforts in that region. This will allow us to reduce the volume of copycats or fraudulent sellers in that market before we officially enter.”
Corsearch analysts acting as an extension of the Brompton team
“I knew that I wasn’t going to have capacity internally, so I needed an external team that could partner with us. Corsearch’s analyst team acts as an extension of the Brompton team” Millie explains.
“We’ve got an inbox that our customer facing team can use to report infringements directly to Corsearch. That allows our global staff members to report directly when they are alerted of new threats in the market. We also use the team to we work with them proactively to ensure that we’re focusing on high-risk products or high-risk territories. The team then assign risk rules in the system to identify infringing products within the territories that are of particular attention for us.”
Millie highlights that the analyst team’s expertise allows Brompton to be more effective in its brand protection activity.
“We tap into the knowledge, the relationships, and the insights that Corsearch has developed from representing so many brands globally in the brand protection space. They are able to advise us on our program and strategic efforts. The impact has been impressive.”
“Our quarterly success reviews allow us to tweak our direction. I bring in senior stakeholders across the Brompton business so we can align on the direction for the next quarter. The Corsearch team also provides reports, which are fantastic for circulating internally – especially to the C-suite. So I really value this as it reduces the strain internally and ensures that we get consistent visibility for the brand protection program.”
Aligning brand protection across marketing, sales, e-commerce & legal
Being in the marketing space, Millie explains that brand protection delivers value to the wider business. Millie is able to share insights on issues such as digital hygiene and compliance with brand guidelines.
“We can detect activity across our global retail network and whitelist these results. This enables the analysts to focus their efforts on high-risk infringements. However, we can then use this whitelist data internally to identify non-compliance of our brand guidelines by our partners, such as outdated brand assets or logos. We can then moderate these assets to ensure the customer experience remains consistent.”
“Corsearch enables us to build broader intelligence for other teams in the business to harness. This intelligence includes parallel imports and gray market goods, product availability in different territories, as well as general online brand activity. Our sales team can then investigate further and use these insights.”
“We’ve also been able to protect and prepare expansions for the brand. For example: if we were to expand into new markets where we do not already have a direct-to-consumer e-commerce offering, we can have the Corsearch team perform an audit to assess key threats and opportunities. This helps us collaborate internally across sales, marketing, e-commerce.”
“Another key area where we use insights from the Corsearch team is identifying risks to our IP portfolio. This enables our legal team to address gaps in our portfolio in key markets, allowing Brompton to stay ahead of copycats and increase enforcement compliance.”
Looking to the future of Brompton’s brand protection program
Millie explains that the business is looking to expand its brand protection strategy to social media, with the goals of both safeguarding its dedicated customer community and to streamline its authorized assets.
“We love our official community. They’re incredibly engaged, but we don’t want to risk unofficial pages or sites being created that might pose a threat to that community.”
“In the future, we want to look further than marketplace infringements and to audit both authorized and unauthorized Brompton social media accounts. This will help us ensure that our on-the-ground efforts aren’t diluted on social media, so our customers can find our official page when they search for it.”
“Social media auditing also has another key use case. We’ve recently undergone a complete overhaul of product hierarchy and have rebranded. That’s involved new product naming and innovation to our customer journey, which is a big step forward for Brompton. But that means we have a big task ahead of us to identify all uses of outdated assets that we’ve phased out. Corsearch will be critical for that project because Talisman will be able to identify both outdated logos and product names, meaning we will be able to align our digital presence quickly.”
“The value that we’ve got out of working with Corsearch is phenomenal. I highly recommend working with both Corsearch’s brand protection technology and team. They have deep knowledge and far-reaching relationships with key platforms and intermediaries.”
Millie Allen, Senior International Marketing Manager, Brompton
Remove infringements from key marketplaces to support your e-commerce strategy
Corsearch’s brand protection technology systematically scrapes the internet using machine learning technology, enabling businesses to discover infringements on websites, marketplaces, social media, paid search, and more.
For Brompton, the capability to swiftly identify copycat products on key marketplaces has been critical to safeguard consumers from potential injury. It also allows the company to continue to expand its direct-to-consumer distribution strategy.
Whether you’re a midsize organization or a Fortune 500 enterprise, Corsearch brand protection solutions give you the confidence that your business and consumers are fully protected online. Request a demo from one of our experts to find out why Corsearch is the right choice for you.
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This case study was originally published on the Incopro website. Incopro was acquired by Corsearch in 2021, with the two organizations combining their IP and expertise to better serve the market.
Commitment to perfection is materialized in the new Wave Rebellion Pro.
PEACHTREE CORNERS, GA, February 20, 2023 – Mizuno, a global leader in sports apparel and equipment, has launched the Wave Rebellion Pro. Commitment to perfection inspired Mizuno to engineer this ideal shoe for distance racers. Whether you’re racing a marathon, half marathon, 10k, or just looking to feel fast that day, take aim at your personal best with Mizuno’s first-ever carbon-reinforced wave plate, and Smooth Speed Assist design that supports and strikes at all the right angles.
The Wave Rebellion Pro has an inventive design shape that is one of the first to be on the market. This shoe is ideal for marathon distance runners and features MIZUNO ENERZY LITE+, MIZUNO WAVE®, Mizuno’s first-ever carbon-reinforced wave plate, and exceptional grip due to the G3 outsole. The unique shape of the Wave Rebellion Pro comes from Mizuno’s track and field DNA. Taking key learnings from Mizuno’s sprint spikes combined with the latest and greatest midsole foams, such as MIZUNO ENERZY LITE, allows for an extended duration of time for the athlete to sustain their maximum speed over longer distances.
The concept of this shoe was created to reduce the workload on the calf and achilles, so the runner has more energy for the finishing sprint at the end of the race. Mizuno’s Smooth Speed Assist technology can be seen in the midsole geometry of the Wave Rebellion Pro; it’s designed to keep the runner running fast and efficiently in the midfoot area of their gait. This shoe also prioritizes sustainability and Mizuno’s Crew 21 mission by including a plant-based wave plate, more than 90% recycled content on the upper body lining textile, and more than 90% Recycled content on the sock liner lining. This shoe also features a 35mm forefoot stack, a 39mm heel stack, and a 4mm heel-toe drop. This innovative Wave Rebellion Pro is just the thing to take your speed to the next level.
Shop the Wave Rebellion Pro here.
Stay up-to-date on all the latest news on the brand’s website at www.MizunoUSA.com or on social @MizunoRunningUSA.
ABOUT MIZUNO USA: Mizuno USA, Inc. is a wholly-owned subsidiary of Mizuno Corporation, one of the world’s largest specialty sporting goods manufacturers. Mizuno USA, Inc. manufactures and distributes golf, baseball, softball, running, volleyball, swimming, and tennis equipment, apparel, and footwear for North America. Mizuno USA, Inc. is based in Peachtree Corners, GA
Media Contact:
Brand Support
[email protected]
Mizuno enters into an agreement with Midnight Runners, a running community with a global reach.
PEACHTREE CORNERS, GA, February 20, 2023 – Mizuno, a global leader in sports apparel and equipment, and Midnight Runners announce a joint agreement, paving the way for Mizuno to become the official sponsor from February 2023 through January 2026.
Commenting on the upcoming partnership with Mizuno, Julie Hambleton, Crew Support, Social Media Manager, and Community Builder from Midnight Runners, states, “Our goal at Midnight Runners has and always will be to bring accessible, fun fitness to as many people around the world as we can in a way that connects those people to each other and to their city. We’re very excited to be working with Mizuno to continue to spread the joy and magic of running.”
By supporting the Midnight Runners’ activities, Mizuno aims to spread the joy of running and connect people around the world while putting into practice its corporate philosophy of “contributing to society through the advancement of sporting goods and the promotion of sports” and spreading the Mizuno Running slogan; “All runners. All runs.” Mizuno Corporation’s Global Corporate & Marketing Office Senior Manager, Kojiro Sampei, is thrilled to announce the partnership with Midnight Runners, “Running is one of the most important categories for Mizuno’s global business strategy. We are very pleased to announce this agreement with Midnight Runners, as it will not only increase Mizuno’s brand presence in major cities around the world but will highlight Mizuno’s commitment to celebrating diversity by bringing people together through the power of sport.”
About Midnight Runners
Midnight Runners is a social network founded in London in 2015 and has evolved into a global social network of runners that meet weekly after-hours for a “boot camp” group run (5-10 km), regardless of the background or athletic ability of participants. Currently, the club’s activities have expanded to 15 major cities*1 around the world. Volunteer “crew captains” are assigned at each location and are responsible for planning and executing each event. There are approximately 80,000 annual participants. The club’s brand value is “We exist to connect people from diverse backgrounds and enrich lives through the shared joy of running together.”
*1: New York (USA), Boston (USA), Los Angeles (USA), San Francisco (USA), Toronto (Canada), London (UK), Paris (France), Berlin (Germany), Barcelona (Spain), Sydney (Australia), Hong Kong (China), Mexico City (Mexico), Bogota (Colombia), Santiago (Chile), Buenos Aires (Argentina).
For further information on Midnight Runners, visit, www.midnightrunners.com.
The shoe is loaded with Mizuno’s signature features to keep you comfortable on even the harshest terrain.
The Mizuno Wave Mujin 9 targets a neutral pronator and experienced runner who usually runs long distances with a competitive spirit and wants the utmost quality in their running footwear. It ensures a maximum cushioned trail shoe with a fixation on weight minimization, deliberately designed to be the lightest Mujin model in the last five years. The Wave Mujin 9 offers the optimal balance between protection and lightweight, both of which are critical components for the exotic conditions of trail running. Mizuno aimed at answering the following question; “How can we remove the weight of excess materials while simultaneously enhancing the protection levels of a trail shoe?” While retaining its critical protective parts across the upper mesh and PU sock liner, the Wave Mujin 9 decreased its weight from 12.5 ounces to 12 ounces compared to its predecessor.
The Michelin rubber on the outsole provides grip, lightness, and technology through the use of a DC rubber compound, lighter all-around rubber compounds, and a new LUG design technology. More specifically, the LUG technology provides traction and adaptability to the outsole, including arc sculptures for stability and traction when powering over obstacles and a robust heel for durability. The wider gauge of 12mm with Michelin rubber and traction Lugs adds to the already improved traction and stability characteristics of its outsole. TPU support panels were additionally supplemented across the heel and ankle area, ensuring a comfortable, stable, and secure fit.
The Mujin 9’s midsole includes a full-length foam-based Mizuno Wave construction, bounded by the U4icX upper midsole and Mizuno Enerzy bottom midsole from toe to heel, providing unmatched cushioning, energy return, and stability. The Wave construction, created with EVA at two levels of hardness, enhances stability without sacrificing cushioning, enabling smoother runs in tough terrains.
Its revolutionized upper design now comprises a breathable mesh for comfort while running long distances in trail environments. Its half-gusset tongue also provides a secure fit, eliminating the necessity of any tongue readjustment while running continuously. The side panels included on the sides of the upper design securely holds the runner’s foot in place, preventing any unneeded lateral movement that may cause instability while running. In terms of sustainability, more than 90% of recycled materials were used in the upper lining textile, sock liner, and shoelace.
Shop the Wave Mujin 9 here.
Stay up-to-date on all the latest news on the brand’s website at www.MizunoUSA.com or on social @MizunoRunningUSA.
ABOUT MIZUNO USA: Mizuno USA, Inc. is a wholly-owned subsidiary of Mizuno Corporation, one of the world’s largest specialty sporting goods manufacturers. Mizuno USA, Inc. manufactures and distributes golf, baseball, softball, running, volleyball, swimming, and tennis equipment, apparel, and footwear for North America. Mizuno USA, Inc. is based in Peachtree Corners, GA
Media Contact:
Brand Support
[email protected]
PEACHTREE CORNERS, GA, January 20, 2023 – Mizuno, a global leader in sports apparel and equipment, has launched the Wave Rebellion Flash. With the Wave Rebellion Flash, it’s always go time; this shoe is catered toward distance runners and anyone looking to feel fast.
Runners can feel the cushion of the MIZUNO ENERZY LITE, combined with MIZUNO ENERZY FOAM and a glass fiber-reinforced wave plate. The main advantage of a glass fiber-reinforced wave plate is that it is 1141% more responsive than Mizuno’s standard Pebax® wave plate. Priced at $160, the Wave Rebellion Flash offers all the perks of a distance shoe without the hefty price tag. The Wave Rebellion Flash also hones in on sustainability by including a plant-based wave plate, more than 90% recycled content on the upper body lining textile, and more than 90% Recycled content on the sock liner lining. Additionally, the G3 outsole creates traction that keeps you ruling the road and turning every day runs into anything but ordinary.
Shop the Wave Rebbelion Flash here.
Stay up-to-date on all the latest news on the brand’s website at www.MizunoUSA.com or on social @MizunoRunningUSA.
ABOUT MIZUNO USA: Mizuno USA, Inc. is a wholly-owned subsidiary of Mizuno Corporation, one of the world’s largest specialty sporting goods manufacturers. Mizuno USA, Inc. manufactures and distributes golf, baseball, softball, running, volleyball, swimming, and tennis equipment, apparel, and footwear for North America. Mizuno USA, Inc. is based in Peachtree Corners, GA
Media Contact:
Brand Support
[email protected]
January 17, 2023 – The latest research from Corsearch’s brand and content protection division shows that a disproportionate number of websites engaging in online piracy or counterfeiting use Cloudflare’s services.
According to Corsearch’s research, 71% of websites which Corsearch notified to Google for search engine demotion used Cloudflare’s Content Delivery Network (CDN) services(1).
In addition:
- Nearly half (49%) of all websites flagged for content piracy (e.g. film, TV, music, photography) used Cloudflare
- A quarter (23.5%) of all websites flagged for offering counterfeited goods used Cloudflare
Additional analysis of the ‘Infringing Websites List’, which was created by the Police Intellectual Property Crime Unit (PIPCU) showed that 67% of the websites listed by PIPCU use Cloudflare’s services.
The proliferation of unlawful products, services and content online undermines consumer trust and can lead to substantial consumer harm. The unwitting online purchase of a counterfeit pharmaceutical, for example, can have lethal consequences. The download of a pirate film can infect consumer hardware with viruses and malware – and in either case, the people behind the sale and distribution of counterfeit or pirate goods and services may be involved in organised criminal activity.
Cloudflare, a US-listed business, does not verify identification and business or personal registration details for its CDN customers. This, combined with the fact that base elements of the CDN service are free, is an incentive for bad actors to use Cloudflare’s services. Though the sites analysed are not hosted by Cloudflare, the business is uniquely positioned to do more to protect rights holders and suppress the scourge of online piracy and counterfeiting. Many intermediaries are already taking steps to prevent harm to consumers where bad actors are using their services to infringe intellectual property, including requiring any infringing content to be removed by the host, or terminating their services.
Simon Baggs, President of Brand and Content Protection at Corsearch said: “Cloudflare is a key intermediary that can do a lot more. Its services are fundamental to the operation of many websites that infringe intellectual property. There is no doubt that if Cloudflare followed the example of others and did more to assist rights owners, the online environment for consumers would be substantially improved.”
Detective Constable Abdun Noor from the City of London Police’s Police Intellectual Property Crime Unit (PIPCU) said:
“PIPCU works with a number of internet-related service providers to make the internet a safe place for users to consume content, while protecting the rights of content creators.
“We ask the service providers we work with to support the removal of domains that are harmful to the creative industry and its consumers. There is still work to be done for all providers to have policies in place that ensure they aren’t benefiting harmful domains and preventing law enforcement from taking action against them.”
Corsearch’s findings are also backed up by several other papers and regulatory submissions. In 2022, the Motion Picture Association in the US filed a submission on behalf of studios (including Netflix, Walt Disney Studios, Paramount Pictures, Universal Studios, Sony Pictures and Warner Bros. Entertainment), which noted that “Cloudflare’s customers include some of the most notorious, longstanding pirate websites in the world”. The International Federation of the Photographic Industry has also made similar submissions to the European Commission’s Counterfeit and Piracy Watchlist.
Baggs added: “We have laid out eight key actions that Cloudflare can take to stop its services being used for infringement. We urge Cloudflare to review our report and to implement change.”
About Corsearch: Corsearch intelligent Trademark & Brand Protection solutions are revolutionizing how companies commercialize and protect their growth. Trusted by over 5,000 brands and law firms worldwide, Corsearch delivers data, analytics, and services that support brands to market their assets and reduce risks to revenue and consumers. Whether it’s online or offline, Corsearch IP research and protection solutions help customers to secure, monitor, and enforce their IP rights.
Media contact:
Sophie Mellish, Rostrum
[email protected]
+44 (0) 7854 272 007
Tuesday, December 20, 2022
The Sports & Fitness Industry Association has released the 2022 Year End Review. The letter includes a note from President & CEO, Tom Cove, and highlights the successes of SFIA in support of our members and partners from 2022.
Click here to read the letter.
For more information or for questions, please contact [email protected].
PFAS: A Scientific, Legal, and Regulatory Overview of Risk, Trends, and Best Practices Webinar
Per- and polyfluoroalkyl substances (PFAS) (aka forever chemicals) are an emerging concern for business. With legislation taking effect in 2023, companies need to understand their risks and compliance obligations, as well as potential legal actions.
PFAS are commonly found in various consumer products, including cookware, textiles, outerwear, and food packaging, and currently are at the forefront of environmental scrutiny by regulators, NGOs, and the media. There is a growing patchwork of laws that companies must comply with, including a significant cross-over with California’s Prop. 65. Additionally, even products and raw materials that claim to be PFAS-free may actually contain PFAS, especially in light of the varying and increasingly inclusive definitions of the term “PFAS”.
This webinar from Buchalter and Exponent will provide an overview of the states and laws at the forefront of PFAS legislation, litigation trends involving PFAS, and practical tips for handling compliance throughout the supply chain. The presenters will discuss:
· Evolving regulations and liability climate that is impacting consumer products
· Strategies to address evolving compliance requirements and evolving liability risks
· PFAS detection, quantification methods, and the challenges faced when adapting these methodologies to consumer products
Thursday, December 1, 2022 | 11:00 AM PT
Speakers
Anne Marie Ellis | Shareholder, Buchalter (Irvine, CA)
Sarahann M. Rackl, Ph.D., P.E. | Exponent
Brian Drollette, Ph.D. | Exponent
Click here to register for the free webinar.
*Approved for 1-Hour MCLE Credit in California*
Monday, November 14
The SFIA Council meetings are historically held in January at the various coaches’ conventions, but a number of them will move to April 17, 2023, as part of the revised SFIA/NFHS/NCAA Scholastic Team Sports Conference. This includes Baseball/Softball, Lacrosse, Football, Volleyball, and Soccer Councils.
We are moving these Council meetings to April to provide more value and content for the various sport categories at the April meeting. The meetings will incorporate participation reports, NOCSAE updates, rules updates by the Federation and the NCAA, and content specific to the business of those sports in the scholastic environment.
The Council meetings listed above will take place on Monday, April 17th, followed by a full day of content-rich presentations focused on the scholastic team sports world on Tuesday, April 18th. We will be at the Conrad Hilton Hotel in Indianapolis, the same location as last year’s in-person conference.
Please mark the dates in your calendar right now. More information on the SFIA/NFHS/NCAA Scholastic Team Sports Conference will be available soon. We look forward to working with the NFHS and the NCAA to produce an outstanding opportunity to bring the industry together in April.
For more information or for questions, please contact [email protected].
Pickleheads, an SFIA startup member, is building the #1 online destination for pickleball players. Think Strava for pickleball.
They’ve just launched their court finder and it’s already the best one out there. Organic traffic is up 10x since Aug 1st. Soon, users will be able to organize sessions, join leagues, buy gear and more.
Pickleball is the fastest-growing sport in America due to its social nature and accessibility. Insiders believe the sport will reach 40M players in the next decade. Lebron James, Drew Brees, Tom Brady, Gary Vee and others are pouring money into the sport.
If you’re a brand or accredited investor who’s interested in a conversation, please reach out to [email protected].