Episode 16: Invisible Defenders – How Technology Guards the World’s Biggest Brands.
In this masterclass edition of CoCo: click. consume. connect., hosts Güneri Tugcu and Stefan Hilss sit down with Xavier Urbaneja, Head of Brand Protection at SICPA, to explore how cutting-edge technologies are redefining brand integrity in today’s global marketplace.
From classic 2D codes to advanced solutions such as RFID, NFC, and even TwinTags that merge physical and digital authentication, this episode unveils the hidden infrastructures that protect the world’s biggest brands from counterfeiting, grey markets, and parallel imports.
With industries like apparel, CPG, fashion, pharma, and industrial manufacturing facing growing threats and complex regulatory requirements, the conversation dives deep into:
Brand integrity in the connected consumer era – why it matters now more than ever.
Authentication technologies and how they scale across retail and B2B environments.
Grey markets and parallel imports – the hidden challenges brands must tackle to safeguard consumer trust.
The Digital Product Passport (DPP) – how upcoming EU legislation will reshape industries and potentially accelerate adoption of connected solutions.
Artificial intelligence in brand protection – the role of AI in detecting threats, building transparency, and powering future consumer engagement.
Case studies and real-life applications – from FMCG to high-end fashion, what works today and what’s coming next.
This approx. 60-minute conversation is designed not only for industry professionals in CPG, apparel, and industrial sectors, but also for innovators, policymakers, and curious consumers who want to understand how invisible technologies are shaping trust, transparency, and engagement in a connected world.
If you have ever wondered how brands protect themselves against counterfeits, why your favorite fashion label invests in authentication tags, or what legislation like the DPP means for the future of connected products, this episode is a must-listen.
