Scaling brand protection with technology

The Challenge

Purple, a comfort technology company, experienced a significant increase in intellectual property (IP) infringements over various online platforms during the COVID-19 pandemic. Their primary issue was counterfeit and replica products, which negatively impacted sales and brand recognition. Due to Purple’s small legal team, manually handling takedowns became unsustainable, resulting in inefficiencies and reduced focus on broader strategic priorities.

The Solution

To address the growing counterfeiting problem, Purple partnered with Red Points. Thanks to its AI Brand Protection Platform which leverages automation technology and advanced keyword targeting, Purple saw more precise detection of infringements. Additionally, given the challenge of protecting a brand name like “Purple,” this targeting was crucial in filtering out irrelevant results. Instead, it focused on enforcement of infringements related to Purple’s products, such as mattresses and pillows. Red Points also assisted in monitoring Purple’s global brand presence, helping the company enforce its intellectual property (IP) rights across international marketplaces.

The Result

Red Points significantly boosted Purple’s enforcement capabilities, enabling the identification and removal of infringing products at scale. Through automation, Purple was able to drastically reduce manual effort, whilst maintaining accuracy, allowing the team to focus on broader strategic goals. Over two years of working with Red Points, Purple successfully removed infringing listings valued at over $6 million. By monitoring and enforcing across global marketplaces, Purple enhanced its brand recognition and reduced counterfeiting in key international regions, moving beyond our initial U.S.-focused approach.