I Am Inevitable

‘I Am Inevitable’! So said a purple hued titan in a universe many of us love so much. The demigod of rather extreme views was of course Thanos in the Marvel Cinematic Universe (MCU). He was referring to himself and to his drastic solution to turn half the universe’s population to dust in order to solve the problem of overexploitation of resources.

While we may have a moral issue with Thanos’s approach, when it comes to fakes and knockoffs of quality brands, I am pretty sure brand owners and consumers would both be hoping there was a Thanos-like solution which took out not half, but the entire population of counterfeiters.

Thanos had the benefit of the ‘Infinity Stones’, but needed a gauntlet to draw their combined power together. The brand protection industry has a similar story. There are powerful Infinity Stone approaches to choose from, but each in isolation has a limited impact.