ATL Security Labels - Customized Security Labels, Anti- Counterfeiting Solutions

Auditing & Field Verification

The Wild, Wild West..

What do names such as Buffalo Bill Cody, Wild Bill Hickok, and Judge Roy Bean conjure up in your mind? Yup - you're correct. The old American West. In the 1800's Roy Bean called himself "The Law West of the Pecos." According to legend, Judge Roy Bean held court in his saloon along the Rio Grande in a desolate stretch of the Chihuahuan Desert of west Texas. Wild Bill Hickok was a legendary figure in the west. His skills as a gunfighter and scout, along with his reputation as a lawman, provided the basis for his fame. "Buffalo Bill" Cody was an American soldier, bison hunter, and showman. He was born in the Iowa Territory (now the state of Iowa). He was one of the most colorful figures of the old west, and mostly famous for the shows he organized with cowboy themes. Buffalo Bill received the Medal of Honor in 1872.

Why in the world would we be telling you about the old American cowboy days?

This is because a lot of distribution chains can be compared to "The Wild, Wild West." Sometimes a product's route can have 30 to 40 stops along the way. Traceability is lost, input and output trails are convoluted, and counterfeiters know where the distribution chain is weakest. This is where they strike. This is where they can divert, dilute, and repackage the "real goods" with the "fake goods."

Is your distribution channel "The Wild, Wild West?" If so, it may not be enough to simply protect your brand from counterfeiters through innovative packaging. You may have to become the new law "West of the Pecos."

ATL Security Label Systems can assist your company in establishing a systematic approach to your distribution chain management. This includes security packaging, field verification and authentication, field audits of your system, and (working with law enforcement officials, Homeland Security, and intellectual property attorneys) recommending the steps necessary to remove the counterfeit goods from the marketplace.

In quality there is an old saying: "The quality of the product made is the responsibility of (and lies with) the maker of the product." In security there has to be a new axiom: "The authenticity of the brand that is sold is the responsibility of (and lies with) the owner of the brand." This includes the internal production and external distribution.

Be a leader. Contact ATL today.