Tag: Marketing

June 26, 2023

Why Limiting Your Product’s Important Benefits to Purchases From Your Authorized Sellers Is Pro-consumer, Pro-safety, and Brand-Positive (and How Influencers Can Help)

It is well-known that brands face constant challenges in their eCommerce channels. Unauthorized sellers, stolen and counterfeit products, and other disrupters can drive down revenues and hurt the brand’s reputation. Most brands implement a holistic eControl Program comprised of data, ...
January 11, 2023

Confidence in Track and Trace Misplaced?

Many manufacturers believe that if they only added 1:1 tracking–serial numbers, RFID tracking, or QR codes–to their products, then their diversion problems would resolve. In working with 600+ manufacturers, Vorys eControl has observed the gamut when it comes to manufacturers investing in ...
January 11, 2023

Combatting Counterfeiting on Online Marketplaces

Over the last several years, I’ve worked with numerous brands to address counterfeiting issues on online marketplaces. Quite often, I’m brought in after a brand or its agency has tried to address the problem without success, sometimes causing additional harm in the process. Whether it’s ...
January 3, 2023

Strategies to Combat Amazon 1P Diversion

Many manufacturers come to Vorys eControl puzzled because they see their products being “shipped from and sold by Amazon.com,” but the manufacturer does not sell directly to Amazon in a first-party or retailer relationship. When these unauthorized first-party sales occur, it can be very ...
December 12, 2022

Are You Crafting Your IP Portfolio with an Eye Towards Leveraging Enforcement Tools on Amazon?

Many brands understand that a well-rounded intellectual property portfolio is critical to protecting their market share from copycats and competitors, but with the explosion of online marketplaces like Amazon, it is critical for brands to additionally consider how to craft their IP portfolio ...
September 30, 2022

Recent Trends in Amazon Brand Registry Reporting

Amazon Brand Registry is a tool on Amazon whose purpose is to help manufacturers “protect your intellectual property,” “manage your listings,” and “grow your business.”[1] While Amazon Brand Registry can be a helpful tool for reporting infringement of a brand’s intellectual ...
August 31, 2022

eCommerce Pulse: Pattern Executive Acceleration Forum with Jessica Cunning

Recently Jessica Cunning, Partner with Vorys eControl, spoke at the Pattern Executive Acceleration Forum in Sundance, Utah. We caught up with Jessica to get a pulse on what event attendees are talking about. Q: What are some of the key things you took away from the event? While it is true that ...
August 31, 2022

Recent Seventh Circuit Decision Supports Personal Jurisdiction Where Online Seller Allegedly Sold a Single Infringing Product into Manufacturer’s Forum State via Third-Party Sales on Amazon

Everyone wants a home court advantage. This is why in cases involving the online sales of products that allegedly infringe on the plaintiff/manufacturer’s trademarks, the manufacturer often decides to file the lawsuit in the state where the manufacturer is headquartered (rather than where the ...
July 28, 2022

Vorys eControl Announces New SERP Control Solution

Vorys eControl’s mission is to provide brands with the most comprehensive suite of online sales control capabilities in the world. To that end, we are pleased to announce that we are now offering Vorys eControl SERP Control to help brands regain control of their online advertising channels. A ...
June 20, 2022

The Negative Impact of Not Having a Brand SERP Strategy

In the age of digital marketing, brands spend countless hours strategizing to improve SERP rankings. Focusing on SERP rankings alone is not enough to drive online conversion and revenues. Brands need to be aware of the potential disruption from unauthorized sellers or counterfeiters that divert ...