Brand & New
Brand & New is a podcast produced by the International Trademark Association (INTA) and focused on innovation. Published monthly, each episode consists of an open dialogue with experts, visionaries, and influential people from all over the world in order to learn more about the evolution of the legal and intellectual property ecosystem, its concepts, and all actual or potential consequences. Because we consider innovation as a pillar of INTA’s Strategic Plan, and because it is key to “walk the talk,” we invite you to follow Brand & New, to expand your knowledge about the transformation of this industry and to stay curious! Brand & New guests contribute to this podcast in their personal capacity and the opinions expressed (or experiences shared) are their own. They do not purport to reflect the views or opinions of INTA or its members.
Brand & New
Inside the Dupe Revolution | Part 1
In part one of our special investigation, guest host Alastair Gray, Director of Anticounterfeiting at INTA, explores how dupes evolved from simple product alternatives into a cultural movement that's reshaping retail. The episode traces this evolution from INTA's 2019 study on Gen Z's relationship with counterfeit products to today's viral dupe culture.
The journey begins with intellectual property attorney David Lipkus breaking down the crucial legal distinctions between dupes and counterfeits. Brand strategist Jessica Binns then examines how social media has normalized and amplified dupe culture among young consumers. The episode culminates with insights from beauty influencer Cassandra Bankson, who shares a unique perspective from the front lines of this movement, including how she evaluates and recommends dupes to her more than two million followers.
This episode is part one of a special series in collaboration with INTA's Unreal Campaign, an initiative that educates young consumers about the importance of trademarks and brands.
Inside the Dupe Revolution | Part 2
RESOURCES:
- About Cassandra Bankson
- About Jessica Binns
- About Alastair Gray
- About David Lipkus
- INTA's Gen Z Insights: Brands and Counterfeit Products Study (2019)
- About the Unreal Campaign
- INTA Fact Sheet: Protecting a Trademark