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Thu, April 23, 2009Mon, February 2, 2009Fri, January 30, 2009Consumer Engagement Is Key to Successfully Executing a Brand Authentication Program
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Published in Science and Technology on Tuesday, April 5th 2011 at 5:45 GMT by Market Wire🞛 This publication is a summary or evaluation of another publication
MILPITAS, CA--(Marketwire - April 5, 2011) - [ JDSU ] (NASDAQ: [ JDSU ]) (TSX: [ JDU ]) shared its views on delivering successful authentication solutions for industrial and consumer products at last week's [ CARTES in Asia ] conference. Greg Miller, vice president and general manager of the Authentication Solutions Group at JDSU, presented "Making Your Mark as Brand Owner: Leveraging [ Overt ] and [ Digital ] Authentication for Branding," where attendees learned that the brand authentication process is most successful, resulting in increased security and customer loyalty, when it involves and engages consumers. Video excerpts of Miller's presentation are featured on [ JDSU.tv ].
During the session, Mr. Miller highlighted opportunities to empower consumers to participate in the fight against fraud by utilizing both overt and digital authentication technologies. He noted that overt authentication technologies should be difficult to reproduce but also easy to recognize and simple to explain. Mr. Miller went on to share various approaches to design and utilize digital authentication technologies in a way that engages consumers.
"You want to have consumers feel as if they have something to gain during the authentication process," said Miller. "The best authentication solutions provide eye-catching, easy-to-understand features and enhance the experience through personalized interactions."
Web-based and mobile device digital authentication technologies not only authenticate the products but can deliver customized promotions or product information. This encourages consumers to help authenticate because they are involved participants in the process.
"Digital authentication enables brand owners to communicate directly with the consumer," Miller added. "In the end, the consumer is more loyal to the brand, while brand owners achieve their protection objectives and build consumer confidence."
JDSU develops and markets overt, covert and digital authentication technologies that protect currencies, transaction cards, identification documents and many of the world's most valuable brands.
About JDSU
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