Monday, September 15, 2014
Thursday, July 24, 2014
Every brandowner with ambition pictures their logo glowing high over London, Paris, Munich, Milan, and other glamorous skylines. Those few brands that arise to conquer multiple territories are typically forced to retrench to their HQ and, for economic reasons, homogenise their now pan-European product development, advertising and marketing, cutting back unnecessary local variations to create a European Masterbrand with an identical look and feel across vast swathes of multifarious geography. This carefully honed intellectual property is now a precious asset ready to become the focus of a conversation about licensing.
If you are the licensing agency summoned to a corporate HQ to talk about how licensing can extend a European Masterbrand into new categories, maintain trademark registrations, block competition, fill holes in the product/territory portfolio and generate revenue; prepare yourself for the Herculean task of regional exhibitions, multilingual stakeholders, differing brand positioning and punishing travel arrangements. When you land in yet another new country for a 3 day trade show, don’t forget to say to yourself:
Ich Bin Ein Brand Licenser
look out for the full article soon...
Wednesday, March 26, 2014
Friday, March 07, 2014
Wednesday, February 26, 2014
Monday, January 06, 2014
Licensing is a common activity for corporate brandowners but there are some licensing programmes that succeed and others that fail, so what are the 5 tell-tale signs of a healthy licensing programme, and how can you ensure your programme is flushed with success at the top of the table rather than bringing up the rear. After 10 years of building an agency with a focus on corporate licensing, Golden Goose’s founder Adam Bass, shares his view on how to Power up your licensing