Whatever your politics, the forthcoming ascension of Donald Trump to the Oval Office is a momentous event in the world of brand licensing. Few people are as aggressive about slapping their name on products as the Donald—and few are as zealous in protecting their intellectual property as the Trump Organization. Clearly, this is a subject I had to address as I run a brand-licensing agency, and for the past month, my inbox has been piling up with questions about leveraging the Trump brand.
posted in media on 1/18/17
posted in media on 12/1/16
If you’ve seen the headlines lately, you know that this is the worst of times for retailers. Chains from Walgreens to Walmart are downsizing, while others, like Sports Authority and Loehmann’s, are shuttering.
Yet, to paraphrase Charles Dickens, these are also the best of times for retailers — if they know where to look.
If you’re looking to license your brand — if you want to develop genuine partnerships with the world’s leading retailers — then you need to think like a retailer. You need to understand the factors that matter most to their business, and then plan your pitch accordingly.
Few brands have pulled off this balancing act better than Ford. When the company’s beloved Mustang turned 50, Ford teamed up with five of America’s top retailers to create new channels for distribution, and thus new customers. Let’s study how they did it.
posted in media on 11/23/16
Do you remember when your favorite band “sold out”? That’s the term of disparagement my friends and I used when musicians scored a big record deal and then proceeded to disavow their indie roots. For some, such growth is the measure of success. But to fanboys like me, when a whale ingests a minnow, that’s not a cause for celebration. It’s a sign that the minnow’s glory days are numbered.
posted in media on 8/18/16
Good marketers know a secret. They know that if you can license your brand, you can unearth new customers and mint money. They know that licensing is one of the surest, steadiest way to lift profits. Yet great marketers know a secret that’s even more lucrative. They know that of the myriad industries in the licensing space, food and beverage are the soundest.
posted in media on 5/31/16
Stop me if this sounds familiar. Your CEO is hounding you to stretch your marketing budget. His boss — the board of directors — is getting pressure about cutting costs and boosting revenue. Have you heard this before?
As a chief marketing officer, you know all too well how every dollar you spend is scrutinized. Thankfully, a solution exists. Not only will it add cash value; it’ll also penetrate new markets and… it won’t cost you anything.
Let me introduce you to the world of licensing. Licensing allows a third party to leverage the equity in your brand to sell noncompeting products. Licensed products conjure up powerful associations that can sway consumers into purchasing what they perceive as an extension of a familiar brand.
3 Key Factors to Consider
Like a plane achieving liftoff, licensing enables companies who have high preference to unlock a brand’s latent value and satisfy pent up demand created by brand buzz. As a licensing veteran, I’ve helped a wide variety of companies grow their revenue and brand reach exponentially by creating strategic partnerships with manufacturers.
If you’re a business owner looking to extend your brand into new market sectors, you’ll want to first consider the three E’s: elasticity, equity, and environment.
posted in media on 2/9/16
Strategic partnerships between brands can be a mutually beneficial relationship. Partnering allows established brands to reach new markets, gain greater distribution and dovetail on their partner’s previously established momentum. 2015 saw no shortage of innovative brand partnerships come to fruition.
I read the most disturbing news this week. No, it wasn’t about a politician heading the poles or the opening weekend of Star Wars being sold out. Some group called WHO (World Health Organization) declared that bacon and other processed meats can result in cancer. In fact, they are categorizing all processed meats in the same class as cigarettes, alcohol and asbestos. I smell an enormous class action lawsuit brewing.