Counterfeiting has moved beyond isolated incidents to become a persistent consideration within modern commerce. As digital marketplaces expand and consumer access increases, the way counterfeit products are encountered, evaluated, and purchased has evolved. According to Marcus Kneen, CEO of SnapDragon, this shift requires businesses to rethink how they approach brand protection, not as a reactive measure, but as an ongoing strategic priority.
He explains that counterfeiting today is shaped less by visibility alone and more by accessibility and consumer purchase power. As brands have increasingly adopted direct-to-consumer (D2C) models in recent years, the same accessibility has lowered the barrier to entry for counterfeit sellers, enabling them to reach consumers through the very same digital channels.
