Counterfeit products are a significant global risk to brands and those who hold intellectual property rights to them. They also pose significant risks to public health and safety, the economy, and even national security. Given consumer and organizational dependence on branded products, virtually everyone is vulnerable to counterfeits and has a stake in preventing, identifying, and responding to their occurrence. The multifaceted nature of product counterfeiting calls for an equally multidimensional response that is both strategic and comprehensive. This article attempts to provide some context for developing such a response. It compiles the ideas and perspectives of a diverse array of experts – including representatives of brand-owning corporations, industry associations, law enforcement agencies, private service providers, and academia – who are leaders in the global fight against product counterfeiting. In particular, it identifies and discusses critical aspects of the counterfeiting problem that need to be considered as 2020 approaches.