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 11/23/16
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.
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.
posted in media on 11/1/14
License! Global ranks Global Icons as #6 among Top Global Licensing Agents.