Throughout 2020 and during the first half of 2021, many of us lost out on many things. We missed human contact and connections which impacted our work, leisure, and home life. Despite the turmoil, Appdetex saw many brands and their brand protection organizations exhibit resilience and deliver results during the pandemic.
What are the attributes of these resilient teams? What methods did they use to protect their companies, customers, revenue, and brands? How did their efforts help their organizations to thrive?
Online brand protection initiatives can be overwhelming. As our reliance on online grew exponentially, it drove radical changes in how we do business. Bad actors exploited those changes to abuse brands in new ways, relying on new technologies and creating abusive schemes in unprecedented volumes. The best brand protection teams rallied their extended organizations to fight abuse. They looked creatively at their resources, their outside counsel, their coworkers, and their priorities, and they rallied them to defend what was most important to their business.
- Goal Setting
In the face of a huge problem, knowing what result you are seeking can be the first and most crucial step to reaching it. Successful teams focused on the elements of brand abuse that caused the most harm to their business and detracted from their carefully built brands. Moreover, the teams that documented their online brand protection goals, assigned them to members of their extended team and set tangible measurements for abating abuse were the teams that were most likely to achieve success. If goals are intangible, then results won't be tangible either.
- Strategy, Planning and Coordination
As in athletics or battle, having a defined strategy increases the chance of winning. Prioritization occurs during the goal-setting process, but prioritization is not strategy. Brands that thought about their strategy for dismantling different schemes, made specific assignments to their extended team, and understood the tactics they’d employ in different scenarios made the most impact on brand abuse. The best brand protection teams knew what they expected of their vendors, their internal teams, their investigators and their outside counsel. They employed formalized technical workflows to ensure that the team executed as planned.
- Results analysis and evolutionary tactics
The brands that did the best job of protecting their customers, revenue, and reputation compared their results to their goals and refined their tactics continuously. They communicated both successes and failures to their extended teams and continuously re-evaluated their methodology and workflows until they achieved their desired results. And, they never gave up. As they achieved results, they shifted their focus to new or emerging problems or even to secondary targets to further protect their brands.
Find out how Appdetex can help your team thrive by employing these best practices and methodologies.