5 Myths About Licensing That Every CMO Should Know

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.

Should You License Your Brand?

posted in media on 4/14/16

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.

 

10 High-Profile Brand Partnerships That Struck Gold

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.

Let go of my BURGER and don’t touch my BACON!

posted in media on 10/29/15

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.

Licensing 101

posted in media on 10/12/15

From retail stores to the supermarket to the Superbowl, we’re surrounded by licensed merchandise every day. But from a brand licensing agency’s perspective, it’s surprising how little business owners and consumers really know about this multibillion dollar industry. Let’s start with a quick primer.

Global Icons Ranked #6 in Top 35 Global Licensing Agents

posted in media on 11/1/14

License! Global ranks Global Icons as #6 among Top Global Licensing Agents.

Global Icons Named as a Top International Brand Licensing Agency

posted in media on 12/1/13

License! Global names Global Icons among Top International Brand Licensing Agencies.

BMW Drives into Eyewear Category

posted in media on 10/4/13

License! Global – Aspex Eyewear has unveiled its new line of BMW-branded eyewear, which includes 12 optical styles and 12 sunwear models. Each frame in the collection, which is the first eyewear licensing agreement for the BMW Group, features the BMW logo engraved on the end of the temple tips. BMW eyewear will be available in North America, Central America, South America and the Caribbean.

 

Read the full article on License! Global.