intro to latest article...

So you’re sitting in your office looking at the jars of product in the exhibition display cabinet. You know you’ve got a great brand with huge awareness and masses of customer affection. You’ve probably got a 50 year history of advertising and in your reception area is a specially sleeved copy of The Superbrands Book from 1994. Suddenly, after hours of scratching your head about ways to generate revenue and build customer awareness, in a blinding moment of inspiration, you stand up at your desk and, as if the light has suddenly dawned on you shout ‘Eureka! Licensing’ startling your embattled P.A. But before you can spread the word across the whole of your organisation, think carefully. What steps should you take to embark on the road to licensing enlightenment? When should you present your ideas to the board? Why might it be a good idea to retire at this point in your illustrious career? How come this part of the introduction has more questions than answers? Don’t worry dear reader, this road is well trodden and all will become clear.

more to come in the next edition of the Brand Licensing Source Book