There are two kinds of counterfeiting. The one that is done with the complicity of the consumer, the accepted counterfeit, and the one that is done in spite of him, that tries to abuse him. The first one stimulates the consumer’s desire for inaccessible objects, leading him to take the step of illegal acquisition. The second, more refined, perfects its production tool and its finishes to such a degree of quality that it becomes difficult to distinguish the wheat from the chaff. Read the article by Ollivier Broto of the TàG Press +41 agency in the Spring Summer 2009 issue of Watch Around. As for the brands, it is time they stop playing the outraged victim and in the same time cultivating a certain pride in being counterfeit. Because when they reach the most copied brands, they don’t hesitate, in voice-over, to quote the phenomenon as a communication argument. Which of these brands will dare to communicate on this loss of earnings, just to take the wind out of the sails of the counterfeiters, while shedding a certain hypocrisy. This would be totally unprecedented… The crisis and the turmoil that goes with it, could perhaps give birth to such an ineptitude. It would be funny and not necessarily risky economically.