When markets tighten and headwinds pick up, many businesses instinctively hit the brakes. It’s understandable – uncertainty can make even the boldest leaders cautious when it comes to protecting brands. But those who know how to navigate through the storm don’t just survive – they overtake.
As Ayrton Senna, one of the greatest drivers in Formula 1 history, famously said: “You cannot overtake 15 cars in sunny weather… but you can when it’s raining.”
Right now, we’re in the rain. From geopolitical instability and inflation to shifting trade rules and tariffs, supply chain bottlenecks, and rising cyber threats, the global business climate is anything but stable. Due to economic pressures, consumers make an effort to look for best bargains and more often consider buying counterfeits or look-alikes. And in that instability lies opportunity – for brands that stay visible, vigilant, and protected.
The high cost of doing nothing – or of doing too little
When counterfeiters, scammers, and bad actors become more active during downturns, the greatest risk isn’t action – it’s inaction. And that risk is no longer theoretical.
According to the EUIPO, counterfeit spirits and wine alone account for more than €1.3 billion in lost annual sales across the EU. That’s 3.3% of the sector’s entire revenue base – without even considering imports or losses from counterfeiting in non – EU markets. Add in broader impacts on the economy and government revenue, and the total climbs to €3 billion in losses and over 23,000 jobs affected. And this is just one industry.
Across sectors – from electronics to fashion, from pharmaceuticals to cosmetics – the share of counterfeits can reach up to or sometimes more than 10% of the total market. These aren’t isolated incidents. They’re part of vast, coordinated criminal networks operating across marketplaces, social media, and private messaging platforms.
Doing nothing doesn’t protect your brand. It invites erosion – of revenue, reputation, and trust.
How protecting brands helps grow your business
In uncertain times, the best brands don’t just hold the line – they double down on clarity, control, and customer trust. At EBRAND, we help companies take that step forward with an integrated approach to brand protection, digital risk monitoring, and domain management.
It’s not about reaction. It’s about strategy.
Our Online Brand Protection platform, powered by ARGOS, goes far beyond simple takedowns. We conduct deep – dive investigations into large – scale infringement operations – identifying clusters of counterfeit sellers, uncovering patterns, and connecting the dots across websites, seller accounts, and even logistics networks. This lets our clients target the source, not just the symptoms.
Rather than chasing thousands of low-level sellers, we’re protecting brands by focusing on the real damage: the repeat offenders, the large – scale counterfeit networks, and the organized operators behind global revenue loss.
We work closely with legal teams, platforms, and local enforcement authorities to bring meaningful enforcement action – not just delisting, but sustained disruption.
Digital risk is business risk
Meanwhile, the digital threat landscape is becoming increasingly aggressive – and increasingly invisible.
With our Digital Risk Protection solution X-RAY, EBRAND scans the surface web, deep web, and dark web for threats that impact brand reputation, consumer safety, and executive security. That includes phishing sites, impersonation attacks, leaked credentials, and fraud rings operating across encrypted platforms like Telegram or private Discord servers.
What sets our approach apart is contextual intelligence. Instead of flagging isolated threats, we identify relationships – clusters of phishing campaigns, coordinated misinformation attacks, or impersonation activity that spans channels. You get real – time alerts, clear attribution, and the ability to prioritize threats that matter most to your business and your customers.
Owning the digital front line
It’s easy to overlook your domain portfolio when budgets are tight. But for many brands, their domain strategy is the first line of defense – and a critical asset that underpins global operations.
Our Corporate Domain Management service gives businesses the structure and oversight needed to secure digital perimeters. That means consolidating domain holdings across markets, protecting against DNS hijacking, and monitoring for abuse at scale. In an environment where impersonation and cybersquatting can spark brand and legal crises overnight, these aren’t IT tasks – they’re business – critical.
We also support clients during M&A, product launches, and geographic expansion to ensure their digital assets reflect their strategy – securely and efficiently.
Overtaking in the rain: Protecting brands in market turmoil
The real opportunity of tough times isn’t in playing defense – it’s in playing smarter. While others hesitate, resilient brands invest in visibility, resilience, and control. And when the market rebounds, they’re already in front.
At EBRAND, we help businesses take the lead in protecting brands when others are just trying to stay on track:
- By monitoring risk across the visible and invisible web with real – time intelligence
- By investigating complex infringement networks and removing them at the root
- By defending digital territory with comprehensive, global solutions, supported by local experts
The brands that will grow in the next decade are those who protect what matters – not when the skies clear, but while the storm is still overhead.
