Owning The Buy Box

Protecting Ecommerce with Paolo Emilio AscoliIn this conversation, David Cooper, CEO of IPSecure, interviews Paolo Emilio Ascoli, the Director of Ecommerce for Corsearch, about the convergence of brand protection and ecommerce.Paolo’s background in intellectual property law serves as an excellent foundation for his role at Corsearch, a world leader in intelligent trademark and brand protection solutions, where he plays a key role in protecting brands online.In this wide-ranging four-part episode, David and Paolo discuss how online venues create amazing opportunities for reaching customers and unique challenges for protecting brands. Without an active brand protection strategy, brands face declining sales due to rogue sellers, gray market sales, and price erosion. While online platforms dedicate resources to combating brand abuse on their platforms, today’s savvy brands know that they must include brand protection programs in their ecommerce strategies, just as they do digital advertising, social commerce, and inventory management.As Paolo notes, “Brand protection and ecommerce are a cost of doing business.” Join David and Paolo in sharing their decades of experience in protecting brands online as they discuss the ideal brand protection strategy, how legislation could help, what the marketplaces could do better and whether AI will affect brand protection. Part One - The Front LinesBrand protection and the ecommerce stackGray markets and ‘the side hustle’Reporting violations to marketplaces

Protecting Ecommerce with Paolo Emilio AscoliIn this conversation, David Cooper, CEO of IPSecure, interviews Paolo Emilio Ascoli, the Director of Ecommerce for Corsearch, about the convergence of brand protection and ecommerce.Paolo’s background in intellectual property law serves as an excellent foundation for his role at Corsearch, a world leader in intelligent trademark and brand protection solutions, where he plays a key role in protecting brands online.In this wide-ranging four-part episode, David and Paolo discuss how online venues create amazing opportunities for reaching customers and unique challenges for protecting brands. Without an active brand protection strategy, brands face declining sales due to rogue sellers, gray market sales, and price erosion. While online platforms dedicate resources to combating brand abuse on their platforms, today’s savvy brands know that they must include brand protection programs in their ecommerce strategies, just as they do digital advertising, social commerce, and inventory management.As Paolo notes, “Brand protection and ecommerce are a cost of doing business.” Join David and Paolo in sharing their decades of experience in protecting brands online as they discuss the ideal brand protection strategy, how legislation could help, what the marketplaces could do better and whether AI will affect brand protection. Part Two - The Regulations and RegulatorsRegulatory requirementsEU and US perspectivesMarketplace investments in brand protection - are they working?

Protecting Ecommerce with Paolo Emilio AscoliIn this conversation, David Cooper, CEO of IPSecure, interviews Paolo Emilio Ascoli, the Director of Ecommerce for Corsearch, about the convergence of brand protection and ecommerce.Paolo’s background in intellectual property law serves as an excellent foundation for his role at Corsearch, a world leader in intelligent trademark and brand protection solutions, where he plays a key role in protecting brands online.In this wide-ranging four-part episode, David and Paolo discuss how online venues create amazing opportunities for reaching customers and unique challenges for protecting brands. Without an active brand protection strategy, brands face declining sales due to rogue sellers, gray market sales, and price erosion. While online platforms dedicate resources to combating brand abuse on their platforms, today’s savvy brands know that they must include brand protection programs in their ecommerce strategies, just as they do digital advertising, social commerce, and inventory management.As Paolo notes, “Brand protection and ecommerce are a cost of doing business.” Join David and Paolo in sharing their decades of experience in protecting brands online as they discuss the ideal brand protection strategy, how legislation could help, what the marketplaces could do better and whether AI will affect brand protection. Part Three - The Gray MarketIs the gray market a form of unfair competition?Gray market growth: an increasing corporate focusHow a lack of distribution control spurs price erosion

Protecting Ecommerce with Paolo Emilio AscoliIn this conversation, David Cooper, CEO of IPSecure, interviews Paolo Emilio Ascoli, the Director of Ecommerce for Corsearch, about the convergence of brand protection and ecommerce.Paolo’s background in intellectual property law serves as an excellent foundation for his role at Corsearch, a world leader in intelligent trademark and brand protection solutions, where he plays a key role in protecting brands online.In this wide-ranging four-part episode, David and Paolo discuss how online venues create amazing opportunities for reaching customers and unique challenges for protecting brands. Without an active brand protection strategy, brands face declining sales due to rogue sellers, gray market sales, and price erosion. While online platforms dedicate resources to combating brand abuse on their platforms, today’s savvy brands know that they must include brand protection programs in their ecommerce strategies, just as they do digital advertising, social commerce, and inventory management.As Paolo notes, “Brand protection and ecommerce are a cost of doing business.” Join David and Paolo in sharing their decades of experience in protecting brands online as they discuss the ideal brand protection strategy, how legislation could help, what the marketplaces could do better and whether AI will affect brand protection. Part Four - The Ideal Brand Protection StrategyWhy a 360-degree view mattersThe crucial role of test purchasesWhat’s next in brand protection

Pattern is an ecommerce success story. With the insights gained from its start in 2013 selling products on the Amazon platform from a co-founder’s living room, the company developed a patented technology platform to help other sellers achieve marketplace success. The ecommerce accelerator reached more than $1.4 billion in revenue in 2023 and employs more than 1,700 people around the world.Winning the Buy Box is at the core of the company’s strategy, using AI and data science to powerproprietary tech that drives and converts traffic for their clients’ marketplace listings. In-house design expertise improves clients’ branding, packaging and products. In-depth analytics inform sell-through, forecasting and pricing. In our latest two-part podcast, Pattern’s Mike Penrod, Director of Partner Marketing, describes the company’s strategic approach to markets, the importance of partnering in Pattern’s success and why brand protection is in the company’s DNA. How can these insights help you grow your marketplace business?Part 1 - Data DrivenPrinciples of partnershipThe role of data science and analyticsEvaluating global expansion

Pattern is an ecommerce success story. With the insights gained from its start in 2013 selling products on the Amazon platform from a co-founder’s living room, the company developed a patented technology platform to help other sellers achieve marketplace success. The ecommerce accelerator reached more than $1.4 billion in revenue in 2023 and employs more than 1,700 people around the world.Winning the Buy Box is at the core of the company’s strategy, using AI and data science to power proprietary tech that drives and converts traffic for their clients’ marketplace listings. In-house design expertise improves clients’ branding, packaging and products. In-depth analytics inform sell-through, forecasting and pricing. In our latest two-part podcast, Pattern’s Mike Penrod, Director of Partner Marketing, describes the company’s strategic approach to markets, the importance of partnering in Pattern’s success and why brand protection is in the company’s DNA. How can these insights help you grow your marketplace business?Part 2 - Brands and the Customer ExperienceHow distribution control drives Buy Box growthRemoving gray market sellersIdentifying the categories where you can win

Twisted X Global Brands is on a mission. The company’s core philosophy that we need to leave the planet in a better place infuses every facet of the company from the business model and distribution strategy to product design, consumer experience and branding. Producing great footwear is the company’s means of achieving its mission. Each shoe incorporates at least one sustainability feature, no matter the style, brand or collection. Twisted X is equally dedicated to supporting its reseller network with tools and resources so they are successful, too. In this two-part podcast, Tricia Mahoney, an experienced brand-builder and CMO of Twisted X, describes how philanthropy, sustainability and service are core pillars for the company. She details how she and her team apply the ‘doing good’ ethos to their work in building the Twisted X brand, launching multiple products and providing support to their resellers. She also shares a wonderful story of ‘doing good’ in action with the Cook Children’s collection, a joint effort with Cook Children’s Medical Center. Part 2 of this podcastHow Twisted X manages its channelsBrand protection strategies and resellersThe power of storytelling

Twisted X Global Brands is on a mission. The company’s core philosophy that we need to leave the planet in a better place infuses every facet of the company from the business model and distribution strategy to product design, consumer experience and branding.Producing great footwear is the company’s means of achieving its mission. Each shoe incorporates at least one sustainability feature, no matter the style, brand or collection. Twisted X is equally dedicated to supporting its reseller network with tools and resources so they are successful, too.In this two-part podcast, Tricia Mahoney, an experienced brand-builder and CMO of Twisted X, describes how philanthropy, sustainability and service are core pillars for the company. She details how she and her team apply the ‘doing good’ ethos to their work in building the Twisted X brand, launching multiple products and providing support to their resellers. She also shares a wonderful story of ‘doing good’ in action with the Cook Children’s collection, a joint effort with Cook Children’s Medical Center.Part 1 of the podcast The lure of Twisted X for a brand-builderHow Twisted X puts its mission to workThe mission in action: The Cook Children’s Collection

An omnichannel strategy doesn’t just affect sales, it has an impact on customer experience, supply chain management and brand protection. In our latest podcast, we explore these issues with Brennan Ursu, Director of Marketing Strategy at Zoomget, one of the largest importers of disposable gloves in North America.Brennan is a true believer in the power of an omnichannel strategy and leads Brennan all e-commerce efforts on Amazon, Walmart, and beyond for Zoomget.In this wide-ranging podcast, Brennan discusses scaling your business, developing a brand strategy, how 1P and 3P compare,and the tactical steps he recommends for building a business from the group up. He also considers how your brand protection challenges and strategies affect each of these areas and help you win the Buy Box.Part One of the podcast: How to scale your business efficientlyHow managing your supply chain affects your Buy Box win rateEvaluating omnichannel opportunities and risks

An omnichannel strategy doesn’t just affect sales, it has an impact on customer experience, supply chain management and brand protection. In our latest podcast, we explore these issues with Brennan Ursu, Director of Marketing Strategy at Zoomget, one of the largest importers of disposable gloves in North America.Brennan is a true believer in the power of an omnichannel strategy and leads Brennan all e-commerce efforts on Amazon, Walmart, and beyond for Zoomget.In this wide-ranging podcast, Brennan discusses scaling your business, developing a brand strategy, how 1P and 3P compare,and the tactical steps he recommends for building a business from the group up. He also considers how your brand protection challenges and strategies affect each of these areas and help you win the Buy Box. Part Two of the podcast:Becoming a brand vs selling a productWhy building your business around a brand strategy results in customer LTVHow brand protection relates to customer acquisition at different points in the funnel

An omnichannel strategy doesn’t just affect sales, it has an impact on customer experience, supply chain management and brand protection. In our latest podcast, we explore these issues with Brennan Ursu, Director of Marketing Strategy at Zoomget, one of the largest importers of disposable gloves in North America.Brennan is a true believer in the power of an omnichannel strategy and leads Brennan all e-commerce efforts on Amazon, Walmart, and beyond for Zoomget.In this wide-ranging podcast, Brennan discusses scaling your business, developing a brand strategy, how 1P and 3P compare,and the tactical steps he recommends for building a business from the group up. He also considers how your brand protection challenges and strategies affect each of these areas and help you win the Buy Box. Part Three of the podcast: 1P vs 3P and how the margin effectTactical plan to build a business from the ground upStrategic advice for brands

The line between online freedom and responsibility is often blurred, placing brands and consumers alike at risk. Our guest, Mike Masnick , shares his wealth of knowledge on this intricate subject, shedding light on the challenges faced by platforms, brand owners, and individuals alike.Mike shares his unconventional journey from business school to writing about the internet and technology in the early days of the web, to becoming the man that The New York Times refers to as “being in the heads of tech CEOs.”In this episode we discuss the importance of brand protection and the impact it has on business elements such as revenue and customer experience. Mike shares examples of both effective and ineffective approaches to intellectual property (IP) protection, emphasizing the complexities and ethical considerations involved.Join us for this thought-provoking episode as we -Unpack the nuances of Section 230-Delve into brand protection challenges-Gain insights from Mike's 25+ years of experience as a tech writer

Some U.S. brands and their law firms are suing hundreds of foreign Amazon sellers collectively and en masse. In this episode we are joined by Zeyi Yang, China reporter for the MIT Tech Review, to discuss his recent article on the rise of counterfeit litigation against Amazon sellers. Yang’s unique findings reveal a trend toward large scale lawsuits filed against international sellers using friendly U.S. courts, and in most cases in secret. The global nature of e-commerce and Amazon’s position as the #1 marketplace platform in the U.S. gives this new, fast growing legal strategy extreme importance with significant impact on the ecommerce landscape. Join us as we discuss:Why litigation against Amazon sellers has a regional focusHow language barriers and use of keywords may trigger litigationIf Amazon has a responsibility in monitoring for trademark issuesHow this type of litigation will affect consumers long-termThe pro’s, con’s and risks that brands should be aware of

This week, we’re joined by Tricia Mahoney, CMO at Twisted X Global Brands to discuss the company's unique business model and values. One of the core values that Tricia emphasizes is Twisted X's commitment to giving back to the community. From supporting organizations that promote sustainability and eco-friendliness to donating to charities that support children's health and education, Twisted X is dedicated to making a positive impact. She highlights that giving back is not just a part of their brand, it's a part of who they are. It's a value that is instilled in every employee and permeates throughout the company's culture. Twisted X's approach to business is not solely focused on profits but also on making a difference in the world.Join as we discuss:How Twisted X’s philosophy is leaving a lasting impression on the world through sustainable shoesCreating a first-class consumer experience for everyoneThe deliberate decision to not be direct-to-consumer at Twisted X and how that is managed

This week, Jessalynn Henry, Head of Ecommerce and Brand Management at NewAir, to discuss the competitiveness of the Amazon marketplace, as the small appliance market has become one of the fastest growing today. Jessalynn shares her insights on growing brand affinity, the importance of map pricing, and ways people can lose their buy box. She also gives her insights on growing brand affinity and emphasizes the importance of brand management when working with wholesalers, and the importance of monitoring the frequency of wholesalers.Join as we discuss:How map-pricing can help brand affinity and managementHow ChatGPT is changing international brand protection more difficult for brandsMonitoring the frequency of wholesaler purchasesHow hybrid selling impacts your buy box

Chris Anderson, the CEO of eEnforce, to discuss the evolving landscape of online selling and the challenges faced by brands in tackling the gray market problem. They delve into the economic efficiency of combating gray market sales, and the importance of convincing decision-makers that this initiative is essential to the bottom line and why using specialized agencies like eEnforce, can be more efficient than using your legal teams who are not always specialized in this space. Join as we discuss: Changes in the landscape of online selling over the years and the challenges this creates for brands in protecting their intellectual propertyThe economic efficiency of combating gray market sales and how brands can measure the ROI of brand protection effortsThe differences between using legal firms versus specialized brand protectors to safeguard a brand's reputation and intellectual property rights

Are you prepared for the upcoming INFORM Consumers Act and how it will affect your business? This week, host Dave Cooper, discusses the new legislation set to bring changes to the way information is collected and verified on sellers. We discuss how this will impact the marketplace and what sellers can do to prepare for the upcoming changes.We also cover the importance of ensuring that information is verified by authorized sellers and the potential consequences of not doing so. Dave provides insights on the types of information that will need to be collected on sellers and how this will be implemented.Join as we discuss: What the INFORM consumer act is and what it impact brand protection The changes expected with the legislation implementation in June of 2023Thresholds for consumers and data collection

Are you ready to take your brand to the next level on Amazon and other Marketplaces? Look no further than today's episode, where we sit down with Mike Penrod, Director of Partner Marketing at Pattern, a seasoned expert in the field of e-commerce. Mike shares his valuable insights on how to make your brand stand out in the crowded Amazon Marketplace. From representing your brand effectively to utilizing data analytics and forming the right reseller contracts, Mike will be sharing his knowledge on how to protect and grow your brand on Amazon.Join us as we discuss:Mastering the Amazon Marketplace before expandingEffectively investing in your brand from distribution to advertisingBuilding strong reseller contracts to protect your brandNavigating the Informed Consumer Act — what you need to knowInsider advice for up-and-coming brand owners on finding niche opportunities

Selling Direct-to-Consumer (D2C) on Amazon is one of the best ways to protect your brand from unauthorized gray market sellers. But when premium brands want to grow from $5 million to $20 million in sales on Amazon, unique skills and expertise are needed — it's time to call in the experts.This week’s guest, Ethan McAfee, Founder and Executive Chairman at Amify, shares how he took the company from a side hustle, selling pickleball paddles on Amazon, to a full-service top-tier provider for premium brands looking for that next stage of growth. Join as we discuss:How brands can own their online presenceUsing Amazon as an extension of your branded websiteHelping brands sell first or verified third-party on AmazonHow to control and enhance the customer experience

One of your biggest customer interaction points is Amazon, whether you like it or not. Either you directly offer your product on the marketplace, or your products sell indirectly through third-party sellers. Either way, you must establish a brand protection plan for your products to control the customer experience to build a reputation and a loyal customer base. Our most recent guest, Nick Lawton, the Amazon Program Manager at Herschel Supply Company, has had a very unique experience. He has worked immersed within a changing music industry landscape during the meteoric rise of Amazon — an experience that helped him understand the importance of brand protection and owning the buy box to claim your own e-commerce space. Join us as we discuss:How Amazon’s rise shaped the modern music industryEstablishing presence ahead of any third-party sellersControlling the supply chain and biggest customer interaction points