Friday, July 11, 2008
Thursday, June 19, 2008
a dystopian reality (2)
It occurred to me when I was in Boots. There were automated check outs beeping out in their androgynous, metallic proto-feminine voice and the subjugated masses apologetically scrabbled about with buttons, coins, bags, products and scanners. The following question came in to my head: "Did the IT specialists who invested in these new super-efficient tills, even remotely consider the possibility that investing the same money in humans might yield better results?"
Later in the day, a colleague expressed his concern about understanding the street signs in Tokyo (he's off for 3 weeks the lucky &$^%$) and one bright technofile in the office piped up "wouldn't it be great if you could just send a picture of street signs via your mobile phone and you automatically got a translation?"
On hearing this I went into rant mode. Something along the lines of: "Why do people automatically think that technology is the solution to every question? Wouldn't it be more satisfying to learn a little Japanese rather than create a technological solution that probably won't work? Why do all problems only seem to have a technological solution? Yada yada yada "
My frustration is that, rather like a chemical high, any investment in technology only ever achieves a short-term improvement in service and then disappoints as the initial buzz of an upgrade is superseded by the drudgery of constantly necessary updates, tweaks, refinements, and additional investment that is never budgeted for in the first round of finance.
Nevertheless, the yearn for the buzz achieved by technological advantage (which stems perhaps from an evolutionary adrenaline rush when we realise that we have better munitia than our enemies) is never satisfied. Humans are complicated, we yearn for personal attention which makes us incredibly likely to find ways to break technology, or to work outside it. In addition, technology manufacturers need to make a profit so they make best-fit, off-the-peg products that don't actually fit anyone.
Perhaps in the early days of the technological revolution, change was what we needed to move away from the blunt force, unskilled, soul destroying labour we had created. The challenge now though seems to be to apply the usability, and service led mentality of a programmer, but to incorporate a role for humanity to play into the business plan.
To finish where I started, why couldn't Boots invest in a system that lets people scan as you go around the store? Perhaps that way you could call a sales assistant to advise you and he could scan your goods and take payment, like a restaurant? That would be an upgrade for humans as well as machines...
Later in the day, a colleague expressed his concern about understanding the street signs in Tokyo (he's off for 3 weeks the lucky &$^%$) and one bright technofile in the office piped up "wouldn't it be great if you could just send a picture of street signs via your mobile phone and you automatically got a translation?"
On hearing this I went into rant mode. Something along the lines of: "Why do people automatically think that technology is the solution to every question? Wouldn't it be more satisfying to learn a little Japanese rather than create a technological solution that probably won't work? Why do all problems only seem to have a technological solution? Yada yada yada "
My frustration is that, rather like a chemical high, any investment in technology only ever achieves a short-term improvement in service and then disappoints as the initial buzz of an upgrade is superseded by the drudgery of constantly necessary updates, tweaks, refinements, and additional investment that is never budgeted for in the first round of finance.
Nevertheless, the yearn for the buzz achieved by technological advantage (which stems perhaps from an evolutionary adrenaline rush when we realise that we have better munitia than our enemies) is never satisfied. Humans are complicated, we yearn for personal attention which makes us incredibly likely to find ways to break technology, or to work outside it. In addition, technology manufacturers need to make a profit so they make best-fit, off-the-peg products that don't actually fit anyone.
Perhaps in the early days of the technological revolution, change was what we needed to move away from the blunt force, unskilled, soul destroying labour we had created. The challenge now though seems to be to apply the usability, and service led mentality of a programmer, but to incorporate a role for humanity to play into the business plan.
To finish where I started, why couldn't Boots invest in a system that lets people scan as you go around the store? Perhaps that way you could call a sales assistant to advise you and he could scan your goods and take payment, like a restaurant? That would be an upgrade for humans as well as machines...
Sunday, June 08, 2008
a dystopian reality
Films like the Matrix and Terminator depict a dystopian future where technology dominates humanity with its superior processing power. The Terminator is a robot that can instantly learn how to drive any vehicle, use any weapon or recognise any face. This daunting feat lurks in the imagination of some techno-geek and is far from reality.
The real dystopia of technology is that it never fully delivers on its promise. Like the Terminator, it will always be something we imagine working. The reality is that technology raises up our hopes promising solutions and advancement and then dashes them with crashes and complexity making us feel vulnerable and dependent.
The real dystopia of technology is that it never fully delivers on its promise. Like the Terminator, it will always be something we imagine working. The reality is that technology raises up our hopes promising solutions and advancement and then dashes them with crashes and complexity making us feel vulnerable and dependent.
Wednesday, May 14, 2008
outsource?
One company i work with has just outsourced its outsourcing department... heaven help them
Wednesday, May 07, 2008
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
more to come in the next edition of the Brand Licensing Source Book
Tuesday, April 29, 2008
interesting fact number 3256
In 1800 there were 6 million people living in England. Now there are 58 million. No wonder we all work in virtual space these days.
Thursday, April 10, 2008
a new sport?
How long before carrying the olympic torch past rioting protesters becomes an Olympic sport...
Thursday, March 20, 2008
from facebook to linkedin
Just as fluctuating shares in one company affect the entire industry sector, so it is with the internet. The success of Facebook now looks like a shooting star compared to the slow steady burn of linkedin. Whilst Facebook was for fun ,and advertising driven; linkedin is for business and charges for heavy use.
The main benefit of Facebook's success for linkedin is the proof of attractiveness of social networks, and the increase of users who have broken through the fear of trust barrier. I can see a future where email's blocked unless it comes from a trusted source (just like phonecalls are now) and linkedin provides a viable form of spam police. Where you are available to people because someone you trust introduces you.
Apparently Bill Gates has deleted his Facebook entry and joined Linkedin, what else do you need to know...
The main benefit of Facebook's success for linkedin is the proof of attractiveness of social networks, and the increase of users who have broken through the fear of trust barrier. I can see a future where email's blocked unless it comes from a trusted source (just like phonecalls are now) and linkedin provides a viable form of spam police. Where you are available to people because someone you trust introduces you.
Apparently Bill Gates has deleted his Facebook entry and joined Linkedin, what else do you need to know...
Wednesday, March 05, 2008
Top 10 ways to make a licensing deal go with a zing
1) Get everyone behind the licensing strategy - from the top to the bottom
2) Give the product an enormous PR and marketing launch
3) Support the product all the way into retail
4) Feature the product on all branded marketing
5) make the product look the same as the branded product
6) make sure the legals don't get in the way of renewals
7) incentivize success, don't punish it
8) celebrate success
9) be generous, not mean spirited
10) deliver on the brand promise
2) Give the product an enormous PR and marketing launch
3) Support the product all the way into retail
4) Feature the product on all branded marketing
5) make the product look the same as the branded product
6) make sure the legals don't get in the way of renewals
7) incentivize success, don't punish it
8) celebrate success
9) be generous, not mean spirited
10) deliver on the brand promise
Thursday, February 14, 2008
how to screw up a licensing deal?
Top 10 Surefire ways to screw up a licensing deal:
1) heavy handed lawyers
2) poor chemistry
3) failure to have a strategy approved at the highest level
4) someone leaves the company
5) noone asked a retailer if they'd stock the product
6) someone gets ill
7) the company is sold
8) the brand goes into melt down
9) too many agents closing on the deal
10) slow approval process
anyone got any others?
1) heavy handed lawyers
2) poor chemistry
3) failure to have a strategy approved at the highest level
4) someone leaves the company
5) noone asked a retailer if they'd stock the product
6) someone gets ill
7) the company is sold
8) the brand goes into melt down
9) too many agents closing on the deal
10) slow approval process
anyone got any others?
Thursday, February 07, 2008
the downside of risk / reward fee structures
The worst thing about earning a share of a deal that may or may not happen is when, at the cusp of signature, something goes wrong. In the case of two deals that have recently floundered, one fell apart when the other side's negotiator was put on 9 month's gardening leave, and the other has given up the ghost after the other side fell tragically ill.
As the man in the middle there's no greater feeling of powerlessness than watching one half of the puzzle dissolve into mush. From now on I resolve to only work with healthy people who can never be fired!
As the man in the middle there's no greater feeling of powerlessness than watching one half of the puzzle dissolve into mush. From now on I resolve to only work with healthy people who can never be fired!
Thursday, January 31, 2008
From hall 5 to hall 20 and back again
Yes, it's www.Springfair.com, where the world unites under one roof to celebrate another year of ranging and stock updating. The paradox is that we crave both variety and stability, which means that buyers have to look for something that is both recognisable and new.
Best part of Spring Fair: seeing mass innovation both good and bad
Worst part of Spring Fair: definitely the awful (and creepy) life-size, robot singing Santa Claus's - i have to tiptoe past them... brrrrrrr
If you're there on Monday and Tuesday then we probably have an appointment already!
Best part of Spring Fair: seeing mass innovation both good and bad
Worst part of Spring Fair: definitely the awful (and creepy) life-size, robot singing Santa Claus's - i have to tiptoe past them... brrrrrrr
If you're there on Monday and Tuesday then we probably have an appointment already!
Tuesday, January 29, 2008
fun with lawyers
Why do lawyers spend months sitting on a contract and then send it back with enough red ink for it to virtually unrecognisable. Do they honestly think this is conducive to reaching an agreement?
Tuesday, January 22, 2008
product of the year
Definitely one of the most succesful licensing programmes around is Product of the Year. This global organisation is instantly recognisable for its ability to generate cash out of brandowners' desires to win awards. At a ceremony that resembles the Oscars (think Air Freshener instead of Brad Pitt), P&G, Unilever, SC Johnson, Nestle and L'Oreal divide up the rights to use the red quadrangle on their products for another 12 months - paying a hefty £75k for the privilege.
This is textbook marketing judo as these branding collosi are thrown by a flyweight with leverage.
Friday, January 18, 2008
how much is your bottleneck?
A bottleneck in the wrong place can be lethal. If an artery clogs the heart can stop working and you die. So too in organisations - how much work is not even attempted because of the slow progress of existing projects. Inefficiency will kill opportunity every time mainly because, as humans, we lose interest if we're ignored.
With licensing, as with any project that requires continuous buy-in, it's all about striking while the iron is hot (or in most cases, luke warm). If the flow of deals is constrained by legal and administrative chin stroking, then there are deals that will either go stagnant or not be attempted purely because the box-tickers pens move slowly.
Many companies use administrative stagnation as a failsafe, protecting the company from bad ideas by creating obstacles so that only really persistent ideas survive. This creates a protectionist state where the idea-killers rule and the frustrated persistent entrepreneur moves on to the next project.
Effective management is about supporting the taking of calculated risks, not maintaining the status quo.
With licensing, as with any project that requires continuous buy-in, it's all about striking while the iron is hot (or in most cases, luke warm). If the flow of deals is constrained by legal and administrative chin stroking, then there are deals that will either go stagnant or not be attempted purely because the box-tickers pens move slowly.
Many companies use administrative stagnation as a failsafe, protecting the company from bad ideas by creating obstacles so that only really persistent ideas survive. This creates a protectionist state where the idea-killers rule and the frustrated persistent entrepreneur moves on to the next project.
Effective management is about supporting the taking of calculated risks, not maintaining the status quo.
Wednesday, January 09, 2008
NPD and Viagra!
Never throw away R&D, even if it flops. “Remember, Viagra was a cardiac drug that failed,” notes Julie Hennessy, clinical professor of marketing at Northwestern’s Kellogg School of Management. “But for some reason, people didn’t want to return their samples.”
Wednesday, January 02, 2008
let's get one thing straight
Well, 2008 certainly opens up a whole new set of rhyming opportunities.... great, straight, fate, mate... but mostly the year opens with a refreshing sense of foreboding rather than the usual optimism. With an American credit crunch, threatening to wipe millions of dollars off anything that moves, there's a sense that the current economic climate is distinctly stormy. What a great name though, the credit crunch... a fabulously doom-laden moniker.
In tough times, brands tend to polarise around either mass or luxury, which is going to make things difficult for products clinging to the magnetic middle and offering 'massclusivity.' More, no doubt much more, on this in the weeks to come
In tough times, brands tend to polarise around either mass or luxury, which is going to make things difficult for products clinging to the magnetic middle and offering 'massclusivity.' More, no doubt much more, on this in the weeks to come
Friday, December 21, 2007
greetings of the season
Well another year passes by and it ends on a strong note... I only have promises and intuition to base this on but 2008 feels like it's going to be a strong contender for year of the year.
Best wishes to everyone and happy shopping
Best wishes to everyone and happy shopping
Tuesday, December 11, 2007
ingredients of a great brand licensing consultancy
15% advertising agency
10% design agency
15% sales team
10% retail sales team
5% law firm
10% brand consultancy
5% strategic consultancy
5% accountancy firm
25% licensing agency
10% design agency
15% sales team
10% retail sales team
5% law firm
10% brand consultancy
5% strategic consultancy
5% accountancy firm
25% licensing agency
Monday, November 26, 2007
a long term waiting game
Waiting to finalise an agency agreement is a test of nerve. Whilst the work has been done and the business case is proven, there's always time for the lawyers to make a mess of things. Better to hang the 'gone fishing' sign on the door and wait until someone notices you're not there than go mad jumping up and down with impatience. From now on, there's going to be an unappointed fee and an appointed fee, and you can guess which one will be higher.
Friday, November 23, 2007
call centre website loop
When websites stop working they refer you to the call centre they replaced which start with a telephone message referring you to the website... does this just happen in order to upset me?
Monday, November 19, 2007
from the internet to the smarternet
So, i'm trying to buy a train ticket from Paddington to Bracknell and the consumer experience is kind of bleuch. There's no help line any more because they want me to use their on-line system, but the on-line system is kind of rubbish. It's slow, i can buy but i have to enter my details, remember login, push the buttons and what am i, some kind of administrator? Sure, the internet means i don't have to talk to anyone who might be inefficient, but what if i'm busy, do i have to pay someone to do this for me?
Given the fact that updating a website is expensive, i can see the case for a smart piece of software that stores all my online requests and carries them out for me - i'd like to say to my computer - book me a theatre ticket next Thursday and have it come back to me with availability and booking times so that all i have to do is make the decision. Basically i want the internet to be more and more like a concierge service rather than something where i have to do all the work.... and i can see that being the future because more and more purchasing is coming online and whilst there might be some excitement left for the huge swathe of late adopters, the rest of us are bored watching little blue circles rotate and questioning the speed of broadband.
My experience with software generally is that anything that works is pushed to the limit and anything that doesn't is seen as redundant and abused. There's zero consumer satisfaction. So why not develop a user interface that does the searching and purchasing for you from a local level... you could even charge participating services a fee for the privilege - in fact with affiliate marketing, the business model already exists....
Watch your PC - i would expect it to be ready to take vague orders within about 6 months....
Given the fact that updating a website is expensive, i can see the case for a smart piece of software that stores all my online requests and carries them out for me - i'd like to say to my computer - book me a theatre ticket next Thursday and have it come back to me with availability and booking times so that all i have to do is make the decision. Basically i want the internet to be more and more like a concierge service rather than something where i have to do all the work.... and i can see that being the future because more and more purchasing is coming online and whilst there might be some excitement left for the huge swathe of late adopters, the rest of us are bored watching little blue circles rotate and questioning the speed of broadband.
My experience with software generally is that anything that works is pushed to the limit and anything that doesn't is seen as redundant and abused. There's zero consumer satisfaction. So why not develop a user interface that does the searching and purchasing for you from a local level... you could even charge participating services a fee for the privilege - in fact with affiliate marketing, the business model already exists....
Watch your PC - i would expect it to be ready to take vague orders within about 6 months....
Friday, November 09, 2007
another great quote
Was re-reading Strategic Brand Management by Jean Noel-Kapferer - favourite quote so far:
“the order in which intermediate extensions are made affects consumer reaction to the final extension.”
“the order in which intermediate extensions are made affects consumer reaction to the final extension.”
Tuesday, November 06, 2007
old and new media
When you look at websites like lastfm.com which allows sharing of opinions and the ability to load a playlist that is increasingly personalised, it’s clear that music and indeed all media is becoming ‘pull’ rather than ‘push’.
At the moment we can segment our media choices by choosing a channel that reflects our demographic and lifestyle. However, given the wide range of choices and pre-recorded media, it’s often hard to know what to watch / listen to. The next generation will be amazed that we turn on the radio / television and listen to whatever is on at the time, rather than something that is specifically personalised just for us.
This need for personalisation is leading to the development of pre-personalised content. Amazon and lastfm.com’s content offer you a – ‘people who liked that, also like this’ model but how long will it be before media adopts the same model as products, matching the content to the usage occasion so that digital music becomes the very real personalised soundtrack to your life.
I can see banner advertisements being used to sell music download and other media very shortly.
At the moment we can segment our media choices by choosing a channel that reflects our demographic and lifestyle. However, given the wide range of choices and pre-recorded media, it’s often hard to know what to watch / listen to. The next generation will be amazed that we turn on the radio / television and listen to whatever is on at the time, rather than something that is specifically personalised just for us.
This need for personalisation is leading to the development of pre-personalised content. Amazon and lastfm.com’s content offer you a – ‘people who liked that, also like this’ model but how long will it be before media adopts the same model as products, matching the content to the usage occasion so that digital music becomes the very real personalised soundtrack to your life.
I can see banner advertisements being used to sell music download and other media very shortly.
Monday, November 05, 2007
preview of latest article
Whose brand is it anyway?
How the struggle for control of innovation can cause brand-damaging extensions
Before retailer consolidation and media fragmentation, manufacturers had the luxury of launching a new brand when they wanted to test an innovation. With the cost of launching new brands now virtually prohibitive, innovations are constantly being incorporated into ever-extending Superbrands. Whilst some brand extensions are brand-positive and others brand-negative, not extending is no longer an option. To protect their core revenue streams and expand into new markets, companies must ensure manufacturing and brand management teams work together to produce new products that enhance the brand, rather than simply trading on the brand’s reputation.
The core ingredients for successful brand extensions are generally agreed to be 'Fit' and 'Leverage' - fit being the appropriateness of the new category and leverage being the brand values applied to the new product[1]. In some cases though, the branding is the leverage. Some of the easiest brand extension opportunities can create successful brand extensions that trade solely on the brand, leading to the gradual (and in some cases sudden) degradation of the entire brand.
Brand extensions can be manufacturing-led: incorporating new features and inventions and adding them to the brand’s product range, or marketing-led: pivoting on one of the brand’s axes of authority and outsourcing some or all of the manufacturing, marketing and sales. Only clear communication and understanding between the teams responsible for product and brand innovation can ensure that new products deliver real added brand value, rather than the fool’s gold of brand damaging success.
More on this later.....
[1] Edward M.Tauber, Tauber Research, Brand Equity & Advertising, edited by David.A.Aaker & Alexanrder L.Biel Chapter 20, p313
How the struggle for control of innovation can cause brand-damaging extensions
Before retailer consolidation and media fragmentation, manufacturers had the luxury of launching a new brand when they wanted to test an innovation. With the cost of launching new brands now virtually prohibitive, innovations are constantly being incorporated into ever-extending Superbrands. Whilst some brand extensions are brand-positive and others brand-negative, not extending is no longer an option. To protect their core revenue streams and expand into new markets, companies must ensure manufacturing and brand management teams work together to produce new products that enhance the brand, rather than simply trading on the brand’s reputation.
The core ingredients for successful brand extensions are generally agreed to be 'Fit' and 'Leverage' - fit being the appropriateness of the new category and leverage being the brand values applied to the new product[1]. In some cases though, the branding is the leverage. Some of the easiest brand extension opportunities can create successful brand extensions that trade solely on the brand, leading to the gradual (and in some cases sudden) degradation of the entire brand.
Brand extensions can be manufacturing-led: incorporating new features and inventions and adding them to the brand’s product range, or marketing-led: pivoting on one of the brand’s axes of authority and outsourcing some or all of the manufacturing, marketing and sales. Only clear communication and understanding between the teams responsible for product and brand innovation can ensure that new products deliver real added brand value, rather than the fool’s gold of brand damaging success.
More on this later.....
[1] Edward M.Tauber, Tauber Research, Brand Equity & Advertising, edited by David.A.Aaker & Alexanrder L.Biel Chapter 20, p313
Wednesday, October 31, 2007
ideas for articles that need writing
the contrast between brandowners and manufacturers?
key ingredients of a licensing programme?
what makes a brand licensable?
key ingredients of a licensing programme?
what makes a brand licensable?
Monday, October 29, 2007
pouff.... another Porsche disappears from the driveway
There's nothing quite like sitting on a big licensing contract. The deal's done, the royalties are waiting to come in and everyone's looking forward to spending the money. The Porsche is on the driveway, the mortgage is paid off. Expensive holidays and a life of luxury are tantalisingly within reach. And then, pouff, with a phone call, the mirage turns into sand and 2 years of hard graft and nose-to-grindstone, hand-to-mouth existence reappear on the horizon, the Porsche turns into black plastic bin liners heaped on the driveway and the mortgage weighs heavily on your shoulders again.
Tuesday, October 23, 2007
latest brand extension
It's not all about being the middle-man, sometimes I even have time to create my own brand extensions... in this case little baby emma who was born in less time than it takes to negotiate and sign a pickle contract
Friday, October 19, 2007
big market opportunity - the www
Whereas the big opportunity in the 90's was the world wide web, the big opportunity in the 00's is the world wide waste
Monday, October 08, 2007
brand licensing show news
It's so easy to get caught up in the excitment of the brand licensing show. Last year it took me about 2 months to get back to work instead of wafting in the haze of imagined deals that might one day happen. this time it's back to the grindstone....but the show was fun with a feeling of knowing everyone who's anyone
Wednesday, September 19, 2007
ok then
Well, yes. Sometimes life in a brand licensing agency is just a seamless stream of meetings with multi-million pound brands.
Monday, September 10, 2007
half the job
half the job of any consultant is to figure out why he was appointed in the first place....
Thursday, September 06, 2007
when it all goes right
I guess it's only when things go right that you find out what you're made of, how solid your foundations are, and if you've really learnt anything useful. We're at that stage now and it's the shallow breathing, palpitating heart moments that make life frightening / exciting.... don't look down...
Friday, August 17, 2007
well here we go....
Just booked the brand licensing show for the second year running... now the serious work begins...
http://www.brandlicensingexpo.com/brandlicensing/v42/index.cvn
you'll find me on stand 642 but don't expect me to have any hair left...
http://www.brandlicensingexpo.com/brandlicensing/v42/index.cvn
you'll find me on stand 642 but don't expect me to have any hair left...
Wednesday, August 15, 2007
top 10 learnings in business
1) you will have good years and bad years, over time you will learn the difference
2) get paid
3) when things are going well, it's time to invest to avoid competition
4) take time to consider, especially when you're in a hurry
5) don't sent emails that you spend more than 1 hour composing until the next day
6) get paid
7) put money aside for a rainy day
8) build up passive income
9) turn your tacit learnings into explicit learnings
10) celebrate your wins
2) get paid
3) when things are going well, it's time to invest to avoid competition
4) take time to consider, especially when you're in a hurry
5) don't sent emails that you spend more than 1 hour composing until the next day
6) get paid
7) put money aside for a rainy day
8) build up passive income
9) turn your tacit learnings into explicit learnings
10) celebrate your wins
Friday, August 10, 2007
why licensing is like sex
Yes, licensing is like sex. Honestly. Here's the latest article on the subject as published in brand licensing sports book... also check out Brand channel from 13/08 for paper of the week on Branding 2.0
Wednesday, July 25, 2007
the last post
How long does it take to get a licensing contract signed?
well that depends where you start from? If you have the approval of the board, a suitable licensee, agreed heads of terms and the outline of a standard contract you'll be lucky if you can do it in less than 3 months.
'3 months!' I hear you exclaim...' even after all the preparation'. Yes that's right, a minimum of 3 months. In fact this is the most tortuous process known to man. It's like playing volleyball on a huge court. the ball comes to your side, you look at it, pass it to the lawyer, he looks at it, passes it back to you, you look at his look at it, pass it back to him, he looks at your look at his look passes it back to you and then eventually, you pass it back to the other side who go through the whole thing on their side.... ultimately it becomes a waitathon with both sides trying to outdo each other in affecting to care as little as possible to not give away their negotiating position over points so moot you could bury them in a time capsule under the new channel tunnel station at Kings Cross.
Then, if by some miracle both sides ever ultimately agree you can bet your bottom dollar the post will take another 2 weeks before someone somewhere actually has both sides signed in their hands... then the work starts. Meanwhile everyone's been paid - the lawyers, the negotiators, everyone - oh except for the licensing consultancy, did i forget to mention them?
well that depends where you start from? If you have the approval of the board, a suitable licensee, agreed heads of terms and the outline of a standard contract you'll be lucky if you can do it in less than 3 months.
'3 months!' I hear you exclaim...' even after all the preparation'. Yes that's right, a minimum of 3 months. In fact this is the most tortuous process known to man. It's like playing volleyball on a huge court. the ball comes to your side, you look at it, pass it to the lawyer, he looks at it, passes it back to you, you look at his look at it, pass it back to him, he looks at your look at his look passes it back to you and then eventually, you pass it back to the other side who go through the whole thing on their side.... ultimately it becomes a waitathon with both sides trying to outdo each other in affecting to care as little as possible to not give away their negotiating position over points so moot you could bury them in a time capsule under the new channel tunnel station at Kings Cross.
Then, if by some miracle both sides ever ultimately agree you can bet your bottom dollar the post will take another 2 weeks before someone somewhere actually has both sides signed in their hands... then the work starts. Meanwhile everyone's been paid - the lawyers, the negotiators, everyone - oh except for the licensing consultancy, did i forget to mention them?
Tuesday, July 17, 2007
another quote, another book
"Brand innovation is brand management. The brand is only as good as its last three or four ideas. All of brand marketing should be treated as an innovation project. Forget the brand 'essence' - in a few years' time it may be different as a result of these new innovations. A brand is like a person it needs to evolve to stay interesting. It should be coherent - each new idea should make sense and be brilliant in its own terms - but not consistent (in the sense of endless dull repetition of the same old formula). "
John Grant - The Brand Innovation Manifesto
John Grant - The Brand Innovation Manifesto
Wednesday, July 11, 2007
born in the UK
Within Europe, the UK is the most suitable country in which to commence a sequential rollout strategy for major new product introductions. In the UK, the segment of innovators (early adopters) is 24% compared with only 15% in France and 9% in Spain. Among all large European countries, the UK is the only country that is not hurt by the fact that the product has not been introduced elsewhere.
Private Label Strategy, How to Meet the Store Brand Strategy
Harvard Business School Press
Private Label Strategy, How to Meet the Store Brand Strategy
Harvard Business School Press
Monday, July 09, 2007
when to call a licensing consultancy
a) after you've just signed away the rights to your brand?
b) before doing any licensing?
c) when you think you might have the opportunity to do some licensing?
b) before doing any licensing?
c) when you think you might have the opportunity to do some licensing?
Wednesday, July 04, 2007
big news on the way
Frustratingly still waiting for contracts to be signed before i can officially announce the conclusion of some fairly major licensing activity over the past 6 months - at the moment this blog is like watching ink dry
Friday, June 29, 2007
are my products underwater?
No, this is not an allegorical question, flooding in the North East means there's a very real chance that there's a warehouse somewhere with some very expensive licensed products bobbing around
Thursday, June 14, 2007
my favourite new quote
"Far too many marketing people confuse brand share with brand loyalty. And far too many assume they are managing an enduring classic when actually they are presiding over an accident waiting to happen. This is a mistake that is all too easily exposed when somebody else does the brand innovation your category had been crying out for and leaves you for dust"
John Grant
Brand Innovation Manifesto
These St. Luke's guys are really fascinating!!!
John Grant
Brand Innovation Manifesto
These St. Luke's guys are really fascinating!!!
Friday, June 08, 2007
emotionally drained
Suffering from completion-of-protracted-negotiation-syndrome. What am I going to worry about for the next 6 months!
Wednesday, May 30, 2007
statistic of the day
"Product innovation is perhaps the most obvious way companies try to stay 'ever new'. The importance of product innovation is paramount. In categories where there is a less product innovation, private label penetration is typically 56% higher than those categories where there is more active product innovation. "
Michele Blake
Winning Strategies for Brand Loyalty
Michele Blake
Winning Strategies for Brand Loyalty
Thursday, May 17, 2007
website rewrite
Have spent the past 2 days working to upgrade the Golden Goose website - mostly textual changes. Amazing how much has happened since the text was last rewritten. Any comments welcome: www.goldengoose.uk.com
Thursday, May 10, 2007
paper on brand loyalty
There's probably an article in 'how brand licensing increases brand loyalty', just haven't had time to write it yet. In the meantime here are some conclusions from an excellent paper on the subject by Michele Blake:
Brand loyalty is increasingly earned by building intensity of desire.
Some industry commentators propose that there is only one measure really worth tracking and that is – how many of a company’s customers would actively recommend their products to others.
True loyalty increasingly requires companies to think about creating desire and involving emotion. But consumers are increasingly uninterested in developing relationships with brands.
Today, in developed markets at least, consumers are quite literally spoilt for choice, leading to “choice paralysis,” and making people less satisfied with the choices they do eventually make. Also consumers feel stressed trying to regain control over their schedules: they just have less time for brands.
In addition, they are generally more resistant to marketing and advertising. This is partly a protective response to the sheer volume of advertising messages to whichthey are exposed and partly due to their increasing cynicism about those messages.They trust less, having had that trust abused in the past.
Income polarization is contributing to polarization in shopping habits, causing brands to lose out to more premium options on the one hand and consumers’ price shopping on the other.
Private label also threatens loyalty as consumers are tempted away from branded products to private label equivalents with their price competitiveness, improved quality, increased innovation, and shelf space advantages.
Consumers are also increasingly substituting takeaway meals and eating out for food and drink bought in supermarkets and prepared at home.
Finally, the retail environment is now a key arena for brand and promotional messages delivered to consumers at the crucial moment at shelf-front when the final brand choice is made, meaning loyalty is in the balance until the very last moment a shopper puts an item in their basket.
Building loyalty is also about innovations in marketing. One trend is streamlined portfolios, where often it is the umbrella brands, rather than the individual products that are promoted – often via a ‘lighthouse’ idea, making the brand stand for something above and beyond product. For example, successful brands are taking positions reflecting current trends for increased corporate responsibility (e.g.Fairtrade, organic production, health and wellness and so on).
Canned, frozen and chilled foods suffer the lowest consumer loyalty.
Private label is the greatest threat to loyalty, followed by unplanned shopping as consumers are tempted away by lower price private label alternatives and/ or are influenced to buy another brand (or private label) at the shelf front. Loyalty towards private label economy and standard ranges will slip in the future.
66.0% and 58.3% of respondents rate innovation and premiumization respectively,as ‘very good for’ or ‘best for’ brand loyalty, whilst improving product experienceand generating positive word-of-mouth are the most effective strategies inpromoting brand loyalty.
It is true today and will continue to be true that customers will only remain loyal to brands – assuming they have more than one available choice – if those brands continue to meet their expectations, their needs and wants. Increasingly aware of their greater range of options and better informed about those options, customers are becoming more demanding and generally less loyal, so companies have to work harder than ever to achieve even the same levels of loyalty.
The most successful companies focus on that brand or those brands where the company has the best chance for success, fully committing the organization – from the most senior levels down – to the chosen brand(s) and their customers.
To engender greater loyalty, companies will want to explore how they could more holistically solve the customer’s ‘problem’ through innovation. The most successful brands go beyond practical benefits to deliver an idea that the customer can buy into.
See the full paper here
Brand loyalty is increasingly earned by building intensity of desire.
Some industry commentators propose that there is only one measure really worth tracking and that is – how many of a company’s customers would actively recommend their products to others.
True loyalty increasingly requires companies to think about creating desire and involving emotion. But consumers are increasingly uninterested in developing relationships with brands.
Today, in developed markets at least, consumers are quite literally spoilt for choice, leading to “choice paralysis,” and making people less satisfied with the choices they do eventually make. Also consumers feel stressed trying to regain control over their schedules: they just have less time for brands.
In addition, they are generally more resistant to marketing and advertising. This is partly a protective response to the sheer volume of advertising messages to whichthey are exposed and partly due to their increasing cynicism about those messages.They trust less, having had that trust abused in the past.
Income polarization is contributing to polarization in shopping habits, causing brands to lose out to more premium options on the one hand and consumers’ price shopping on the other.
Private label also threatens loyalty as consumers are tempted away from branded products to private label equivalents with their price competitiveness, improved quality, increased innovation, and shelf space advantages.
Consumers are also increasingly substituting takeaway meals and eating out for food and drink bought in supermarkets and prepared at home.
Finally, the retail environment is now a key arena for brand and promotional messages delivered to consumers at the crucial moment at shelf-front when the final brand choice is made, meaning loyalty is in the balance until the very last moment a shopper puts an item in their basket.
Building loyalty is also about innovations in marketing. One trend is streamlined portfolios, where often it is the umbrella brands, rather than the individual products that are promoted – often via a ‘lighthouse’ idea, making the brand stand for something above and beyond product. For example, successful brands are taking positions reflecting current trends for increased corporate responsibility (e.g.Fairtrade, organic production, health and wellness and so on).
Canned, frozen and chilled foods suffer the lowest consumer loyalty.
Private label is the greatest threat to loyalty, followed by unplanned shopping as consumers are tempted away by lower price private label alternatives and/ or are influenced to buy another brand (or private label) at the shelf front. Loyalty towards private label economy and standard ranges will slip in the future.
66.0% and 58.3% of respondents rate innovation and premiumization respectively,as ‘very good for’ or ‘best for’ brand loyalty, whilst improving product experienceand generating positive word-of-mouth are the most effective strategies inpromoting brand loyalty.
It is true today and will continue to be true that customers will only remain loyal to brands – assuming they have more than one available choice – if those brands continue to meet their expectations, their needs and wants. Increasingly aware of their greater range of options and better informed about those options, customers are becoming more demanding and generally less loyal, so companies have to work harder than ever to achieve even the same levels of loyalty.
The most successful companies focus on that brand or those brands where the company has the best chance for success, fully committing the organization – from the most senior levels down – to the chosen brand(s) and their customers.
To engender greater loyalty, companies will want to explore how they could more holistically solve the customer’s ‘problem’ through innovation. The most successful brands go beyond practical benefits to deliver an idea that the customer can buy into.
See the full paper here
Friday, May 04, 2007
valuable quote
The mechanics for a successful launch are simple, but often forgotten, says Dave Woodward, ex-P&G now head of Heinz UK & Ireland - "You need to gain distribution, stimulate trial, stimulate repeat purchasing and finally encourage multi-purchases and long-term loyalty"
Wednesday, May 02, 2007
Why Brand Licensing is like sex.
Licensing is like sex. With good sex, all the effort leads to deep satisfaction with both sides enjoying the moment. Bad sex leaves one side feeling dominant and the other feeling cheap, dirty and used. Ugly sex, on the other hand, leaves both sides mystified why it happened with noone wanting to talk about it any more.
Whilst there are plenty of guides to sex, there aren’t that many devoted to licensing. In fact in the guides to marketing and branding I’ve come across there’s usually several chapters about brand extension but rarely more than a cursory paragraph or two about licensing as a way of executing a brand extension. Licensing seems to generally be considered by marketing gurus as either a low-key, unimportant activity or a dirty little secret.
To read the rest of this article, you'll have to wait until the September edition of the Brand & Sport Licensing source book...
Whilst there are plenty of guides to sex, there aren’t that many devoted to licensing. In fact in the guides to marketing and branding I’ve come across there’s usually several chapters about brand extension but rarely more than a cursory paragraph or two about licensing as a way of executing a brand extension. Licensing seems to generally be considered by marketing gurus as either a low-key, unimportant activity or a dirty little secret.
To read the rest of this article, you'll have to wait until the September edition of the Brand & Sport Licensing source book...
Friday, April 20, 2007
intriguing signage
Have to admit to being a bit of an addict when it comes to weird public information signage and couldn't resist taking a picture of this one. Whilst travelling recently I came across this one which begs the question: How many people were alarmed by noisy flushing before the need to print this became a priority?
Tuesday, April 17, 2007
holiday blues
As I predicted to the wife on the return from holiday, Tuesday is the cruellest day after the excitement of being back at the desk is over and the afternoon is the time when the blues are most likely to strike.
So here's the news of the blues most definitely arriving, there's a lovely sunny day outside though - perhaps that's the antidote....
So here's the news of the blues most definitely arriving, there's a lovely sunny day outside though - perhaps that's the antidote....
Wednesday, March 28, 2007
latest brand licensing newsletter
Yes, once again a quarter comes to an end queuing up another flurry of royalty reminders and reports. For the latest exciting brand extensions, see the newsletter
Thursday, March 22, 2007
negotiation workshops
Note: If you're about to go on a negotiation workshop, do not read this.
The red black game that all negotiation workshops use involves splitting the group into two teams, and getting both sides to try and achieve the maximum score by having them announce a vote of red or black. If one team votes red and the other one black then the red team wins 5 points and the black team 0, but if both teams vote red, then they both get 10 points. So after 10 rounds the score is announced and one team usually wins. At this point the facilitator will announce that both sides have lost because the aim was to achieve the maximum score which would have meant both teams voting red consistently.
As the dust settles, and the 'yes buts' get aired, it gradually dawns on the group that the purpose of negotiation is to work towards a common goal rather than get one up on an opponent.
The red black game that all negotiation workshops use involves splitting the group into two teams, and getting both sides to try and achieve the maximum score by having them announce a vote of red or black. If one team votes red and the other one black then the red team wins 5 points and the black team 0, but if both teams vote red, then they both get 10 points. So after 10 rounds the score is announced and one team usually wins. At this point the facilitator will announce that both sides have lost because the aim was to achieve the maximum score which would have meant both teams voting red consistently.
As the dust settles, and the 'yes buts' get aired, it gradually dawns on the group that the purpose of negotiation is to work towards a common goal rather than get one up on an opponent.
Tuesday, March 13, 2007
been a while
Been a while since the last post. Mainly because i've been flat out whilst also having the entire house virtually knocked down and rebuilt. The cost of the building work is far outweighed by the inconvenience. Having nowhere to live and feeling like a refugee is uncomfortable enough for one person, never mind a family of four.
Delighted by my first legitimate comment after 4 years of blogging - a true reward for all the hard work.
Am about to launch Harry Ramsden's Deep Fat Fryers - with the Oil, Batter Mix and baking tray you may never need a fish and chip shop again.
The other hot topic is Heston Blumenthal who i met for the first time on Friday. Very modest and unassuming, almost bashful actually.
More to come no doubt....
Monday, February 12, 2007
Product is go....
Well, this is it. After 3 years of hard slog and continually raised and dashed hopes it all comes down to about 6 skus in Tesco. Ironic that after all the blood, sweat and tears my first mainstream product is an anti-perspirant.
Friday, February 09, 2007
spring fair news
back from Springfair and finally after several years of doing this job it was gratifying to actually see some products on display that i'd had a hand in over the years. Not only that but a positive response to new client - jean-pierre got.
The only downside of spring fair was the fact that they'd moved all the halls around. While I was running from one side of the show to the other for a meeting - a quick 10 minutes hike - i happened to glance the front page of show daily which read 'new layout a success'.
Considering everyone looked completely lost and most of the exhibitors i spoke to were severely pee'd off, I'd have to say that they were taking a small liberty with the truth.
Back and in the thick of it now....
had a meeting in town on day of snow and three of us arrived at 9.00 sharp - client never showed up!!!
The only downside of spring fair was the fact that they'd moved all the halls around. While I was running from one side of the show to the other for a meeting - a quick 10 minutes hike - i happened to glance the front page of show daily which read 'new layout a success'.
Considering everyone looked completely lost and most of the exhibitors i spoke to were severely pee'd off, I'd have to say that they were taking a small liberty with the truth.
Back and in the thick of it now....
had a meeting in town on day of snow and three of us arrived at 9.00 sharp - client never showed up!!!
Tuesday, January 30, 2007
it's a number game
Licensing can occasionally be like prospecting for gold. If you know where to look, and you're very lucky, you might just find the motherlode.....just don't forget to stake your claim in all the excitement....
Wednesday, January 24, 2007
strange old start to the year
Well it's definitely 2007 and if i had to guess i'd say this is going to be a really weird and off the wall year. Whilst it seems ominously calm and i'm doing my best not to agonise whilst, once again, waiting for more tectonic plates to roll into gear. Business is firmly established now (four years in and counting) and so the thinking is more mature, and yet at the same time i'm sure the next barrier is the biggest one yet - yes it's time to take on the animal that is the retail buyer.
Up till now my only experience has convinced me that these people were best avoided... but now i'm afraid the time has come to take on this next challenge.... wish me luck...
Up till now my only experience has convinced me that these people were best avoided... but now i'm afraid the time has come to take on this next challenge.... wish me luck...
Thursday, December 21, 2006
reflections on 2006, forecast for 2007
So 2006 draws to a close. On a personal note and despite physical evidence to the contrary, i hit 40 this year. With a cultural past very much routed in the previous millenium I can't help feeling slightly outmoded. Phenomena such as Myspace, Second Life, You Tube, and the vast wave of other websites that us over 20s haven't heard of, mean that if you're age 14-16 you spend on average 2 hours less time watching television than us 'experienced' consumers.
What does this mean? Well, age tends to kick the legs away from previously laid cultural foundations. I can't help smiling when I hear Chris Moyles quoting Derek Jamieson with his 'Do they mean us impersonation' and then suddenly remembering that most of his audience won't get the cultural reference.
So as my generation goes slowly past its sell by date, the longed for certainties of life start to fade into a distant memory.
What does this tell us about 2006? Well for me, the next 2-3 years are when the new decade will start defining itself. If the 80s were about powerdressing and greed, the 90s were caring and revolutionary, what will the 00s be about? The dawn of the green age? The audience generated content age? CCTV on demand? Probably the farthest reaching cultural event of our time is 9/11 and the London bombings, I think and hope that we're going to experience a serious backlash against the war in Iraq and the fascistic state in some way shape or form.
In London I'd expect the run up to the Olympics to be the start of a clearly defined generational push back against the voice of authority. If you combine the flashmobbing trend with a political agenda, you might get something interesting....perhaps towards the end of the year.
Of course the transition from Blair to Brown to Cameron will also have a huge impact on the country, so expect this to have a long-lasting impact. (If Blair does in fact go...)
So my reflection and forecast are that our long-lasting cultural foundations will be even more quickly eroded but new foundations will be laid. What's the impact of all of this on the brand licensing front? Well, it's use it or lose it for any brand that has spent millions over the past 5 decades building a brand through mass market advertising. Brand Equity is just one more cultural phenomenon like Humphries, Pick up a Penguin, You only get an OO with Typhoo and all the other dreadful slogans that you'll instantly remember but the new generation never heard, not even once.
Considering that the sort of advertising that we put up with as 9 year olds is no longer legal and that our children now get their media fix from DVD's Mobile, PSPs and other games, and you have a recipe for brand degradation unless you can reach the new audience of consumers. Advertising can't reach them so you better make sure your product does....What would happen if a whole generation stopped eating Heinz tomato ketchup? Surely no amount of advertising could build the current brand loyalty? Distribution is king.... if you're not out there, you're nowhere.... so get your brand going on or see it gone....in 06/07 and beyond
What does this mean? Well, age tends to kick the legs away from previously laid cultural foundations. I can't help smiling when I hear Chris Moyles quoting Derek Jamieson with his 'Do they mean us impersonation' and then suddenly remembering that most of his audience won't get the cultural reference.
So as my generation goes slowly past its sell by date, the longed for certainties of life start to fade into a distant memory.
What does this tell us about 2006? Well for me, the next 2-3 years are when the new decade will start defining itself. If the 80s were about powerdressing and greed, the 90s were caring and revolutionary, what will the 00s be about? The dawn of the green age? The audience generated content age? CCTV on demand? Probably the farthest reaching cultural event of our time is 9/11 and the London bombings, I think and hope that we're going to experience a serious backlash against the war in Iraq and the fascistic state in some way shape or form.
In London I'd expect the run up to the Olympics to be the start of a clearly defined generational push back against the voice of authority. If you combine the flashmobbing trend with a political agenda, you might get something interesting....perhaps towards the end of the year.
Of course the transition from Blair to Brown to Cameron will also have a huge impact on the country, so expect this to have a long-lasting impact. (If Blair does in fact go...)
So my reflection and forecast are that our long-lasting cultural foundations will be even more quickly eroded but new foundations will be laid. What's the impact of all of this on the brand licensing front? Well, it's use it or lose it for any brand that has spent millions over the past 5 decades building a brand through mass market advertising. Brand Equity is just one more cultural phenomenon like Humphries, Pick up a Penguin, You only get an OO with Typhoo and all the other dreadful slogans that you'll instantly remember but the new generation never heard, not even once.
Considering that the sort of advertising that we put up with as 9 year olds is no longer legal and that our children now get their media fix from DVD's Mobile, PSPs and other games, and you have a recipe for brand degradation unless you can reach the new audience of consumers. Advertising can't reach them so you better make sure your product does....What would happen if a whole generation stopped eating Heinz tomato ketchup? Surely no amount of advertising could build the current brand loyalty? Distribution is king.... if you're not out there, you're nowhere.... so get your brand going on or see it gone....in 06/07 and beyond
Wednesday, December 20, 2006
a mobile week
Covered about 1,000 miles driving from London to Leeds, South Yorkshire and Scunthorpe and then back to London on what was probably the foggiest day of the year. Helpfully, every so often there were signs saying Fog, so i didn't think it was part of an ensuing alien invasion.....
Anyway, here's a great link to the latest Tipping Sprung Survey of brand extensions... more amazing things that exist for no obvious reason....http://pdfserver.emediawire.com/pdfdownload/493223/pr.pdf
Anyway, here's a great link to the latest Tipping Sprung Survey of brand extensions... more amazing things that exist for no obvious reason....http://pdfserver.emediawire.com/pdfdownload/493223/pr.pdf
Wednesday, December 06, 2006
AAAAAAARGGGGGGGGGH
Only onomatopaeic words can describe the feeling of losing four and a half hours of work because your computer suddenly crashes. Now my work is sullied by the recollection of the pain of losing that initial inspiration.... gutted
Tuesday, December 05, 2006
Oops there goes another food manufacturer
Don't blink or you might miss Premier Foods acquiring another company. To think that the year started with Quorn, Hovis, and OXO all under separate management is to recognise that Premier are hoovering up underexploited brands. The city certainly approves of the strategy and, as someone who positively encourages brand extension, i'm hardly likely to criticise. The only gripe from my point of view is fewer potential clients.
How long before there's an outsourced brand management department in every VC fund's portfolio?
How long before there's an outsourced brand management department in every VC fund's portfolio?
Friday, December 01, 2006
yet more observations about marketing
I have subscribed to marketing magazine for the past 2 years and also subscribe to the on-line version. Other sources of research include the FT and The Grocer as well as some less well known places.
In today's marketing magazine there are two apparently unrelated pieces on pages 2 and 3. One is about the website 'second life' which is a virtual world with about 1.2M members. Apparently advertisers are buying space and investing in appearing within this virtual community. On the other page there's a picture of the recent Vauxhall Astra campaign of cars in incredibly daring stunts.
What these two pieces have in common is a divergence of opinion about marketing. In the on-line world, advertising is measurable, monitorable and can be easily marked against ROI. If I advertise on second life and 300,000 of its members see my campaign and 30,000 look for more information and 3,000 click onto my landing page and 300 make an enquiry and 30 buy something, well that's good isn't it? My £30,000 bought me 30 customers. Provided i make more than £1,000 per client i should keep spending money.
The Vauxhall Astra campaign is the opposite. How many times have i seen these flying cars? What do i think about the advertisment? Am i more likely to buy an Astra at some point in the near future? Has my opinion changed about Vauxhall and Astra since seeing the ad repetitively? These are the great unknowns of mass marketing.
What's interesting about the increasing trend towards spending marketing budgets online is the failure to appreciate the need to reach beyond the core market. This non-buying, non-receptive mass receives a far more complex message than the 299,970 people who didn't click on the banner advertisement on second life. Maybe they receive messages that reach into the future, that one day, when Vauxhall actually produce a product that goes beyond the astra and truely hits the customer sweet spot, there will be an understanding that this brand cares about them and their needs even if they only just got round to meeting them.
In other, fewer, words - mass marketing is branding, on-line advertising isn't. In this context, branding is selling to people who don't want your product on the basis that at some point in the future, they will want your brand.
When i used to sell advertising and my customers complained it didn't work i'd say, "yes, but think about the branding." I guess this is what i meant...
In today's marketing magazine there are two apparently unrelated pieces on pages 2 and 3. One is about the website 'second life' which is a virtual world with about 1.2M members. Apparently advertisers are buying space and investing in appearing within this virtual community. On the other page there's a picture of the recent Vauxhall Astra campaign of cars in incredibly daring stunts.
What these two pieces have in common is a divergence of opinion about marketing. In the on-line world, advertising is measurable, monitorable and can be easily marked against ROI. If I advertise on second life and 300,000 of its members see my campaign and 30,000 look for more information and 3,000 click onto my landing page and 300 make an enquiry and 30 buy something, well that's good isn't it? My £30,000 bought me 30 customers. Provided i make more than £1,000 per client i should keep spending money.
The Vauxhall Astra campaign is the opposite. How many times have i seen these flying cars? What do i think about the advertisment? Am i more likely to buy an Astra at some point in the near future? Has my opinion changed about Vauxhall and Astra since seeing the ad repetitively? These are the great unknowns of mass marketing.
What's interesting about the increasing trend towards spending marketing budgets online is the failure to appreciate the need to reach beyond the core market. This non-buying, non-receptive mass receives a far more complex message than the 299,970 people who didn't click on the banner advertisement on second life. Maybe they receive messages that reach into the future, that one day, when Vauxhall actually produce a product that goes beyond the astra and truely hits the customer sweet spot, there will be an understanding that this brand cares about them and their needs even if they only just got round to meeting them.
In other, fewer, words - mass marketing is branding, on-line advertising isn't. In this context, branding is selling to people who don't want your product on the basis that at some point in the future, they will want your brand.
When i used to sell advertising and my customers complained it didn't work i'd say, "yes, but think about the branding." I guess this is what i meant...
Tuesday, November 28, 2006
an odd day
A day of offering free general purpose advice to a wide range of people including: relationship difficulties website, pornographic magazine looking to extend, children's educational brand, and finishing with something rather curious... an unsolicited enquiry.. a very varied menu
Tuesday, October 31, 2006
the worst sensation in the world
Possibly the worst sensation in the world is when, after months of elaborate work and great endeavour you realise you've actually built your own booby trap.
Monday, October 23, 2006
dancing round the maypole
If your company is like mine calling it an organisation is probably an abuse of the word. Most companies are like a maypole.
Speaking as someone who works in licensing, I start working for the marketing department. Someone recognises that there's a thing called licensing and they'd like to know more. Once the marketing department gets excited, legal get involved and then accounts, production and anyone else who wants a say.
The various departments all spin round the brand and the more involved i get with them, the less power they have, until eventually if things progress far enough the whole thing ends up logjammed around the all-powerful, immovable centre.
Speaking as someone who works in licensing, I start working for the marketing department. Someone recognises that there's a thing called licensing and they'd like to know more. Once the marketing department gets excited, legal get involved and then accounts, production and anyone else who wants a say.
The various departments all spin round the brand and the more involved i get with them, the less power they have, until eventually if things progress far enough the whole thing ends up logjammed around the all-powerful, immovable centre.
Wednesday, October 11, 2006
the show must go on..
Well, yes we exhibited at brand licensing and yes it was, I think, a success. But on what level can success be judged? Answer:
did you actually manage to get a nice looking stand up?
yes
did you actually have people come to the stand who expressed an interest in it?
yes
so that's that then really isn't it. except of course the conclusion is 'once you've done it one year, you probably have to be there next year' and thereafter.....
word 1.0 was probably a lot of fun to create, not sure about word 6.0... feeling very tired suddenly, most probably just need a lie down....
Friday, September 29, 2006
New website
Have just launched a new website called brandlicensing.co.uk intended as a forum for all things brand and licensing related. There are so many articles by licensing consultancies calling for licensing to be treated as part of a marketing programme, why not set up a website devoted to introducing wannabe brands to agencies.... that's the theory anyway.
My ulterior motive is that it gives me somewhere to advertise inexpensively but then i've always said businesses need to be an elipse with two foci that are complimentary. Actually I haven't always said that but it seems to make sense now
My ulterior motive is that it gives me somewhere to advertise inexpensively but then i've always said businesses need to be an elipse with two foci that are complimentary. Actually I haven't always said that but it seems to make sense now
Wednesday, September 27, 2006
Latest extensions
Here come da’ mouse
Mickey Mouse is a reformed character. In a dramatically inspired turnaround he’s gone from fast food to fast fruit and you can now find Mickey and friends on products aligned with the cause of healthy eating.
In US store Kroger’s Mickey Mouse himself will appear in the role of chef and farmer in store signs, and will give the thumbs up on nutritional labels. This strategy is being rolled out throughout Europe with Mickey endorsed fruit and vegetables in with Tesco, Carrefour and Metro.
Not to miss out, Nickelodeon channel announced it would extend the licensing of Dora the Explorer, SpongeBob SquarePants and other characters to packaged apples, pears, cherries and organic edamame beans, following a deal last year to use the characters on spinach, baby carrots and clementines.
Oi Paul, on yer bike
Fashion designer Paul Smith is delighted to be working with legendary Derby based bicycle makers Mercian. Paul has chosen two styles of bike, a Mercian Track and a Tour bike, which he has personalised.
An avid cycling fan, Paul Smith fell into fashion aged 17 after a cycling accident and now he’s gone full circle. Bikes will be available from Paul Smith shops from November 2006.
Ze smell of orange
In a fantastically inspired piece of innovation, marmalade manufacturer Duerrs present ‘l’eau de marmalade’ a £24.99 bottle of marmalade inspired perfume. More of a newsmaking promotion to celebrate 125 years of production this great example of limited edition brand extension is a PR coup.
What’s next, Marmite deodorant?
Dairylea Cheese
In a great example of ingredient extension Dairylea are moving into slices of cheddar rather than the not-quite-identifiable product known as Dairylea.
Another dynamic move from Sainsburys
In a move long awaited by bored vegetarians, Sainsbury's is launching a range of ready meals catchily entitled ‘Designed not just for Vegetarians’ featuring 21 meals using pulses, meat substitutes and vegetables.
The products contain essential amino acids, which a vegetarian diet can lack. Products include Sweet Potato and Goats Cheese Burgers, Yorkshire Pudding with Cumberland Sausage, Vegetable Malaysian Curry with Noodles, and Bean Casserole with Herb Dumplings, and no animals were harmed in the process.
From books to blenders
Boots is introducing a range of baby-food equipment and ingredients aimed at first-time mums who want to cook for their babies but lack the time. The ‘Make Your Own’ line is backed by Annabel Karmel the author of 14 books on nutrition and cooking for babies
The range will initially comprise of nine equipment and ingredient products from covered food-cube trays for freezing baby food to an electric hand blender. Mother’s no longer have to choose between health and convenience apparently.
Magazine style interiors
Livingetc has become the latest magazine to extend its brand into consumer goods, with the launch of a branded interior accessories and furniture range. The products have been produced in partnership with Bliss, which holds the licence for the Nigella Lawson range of homewares. What next, Loaded interiors with The Jo Guest designer dining table?
More playboy to play with….
Playboy, the company synonymous with 'bunny girls' and top-shelf magazines, is to launch a range of make-up in the UK positioned as a high-end colour-cosmetics line and targeting 16- to 30-year-olds, it will comprise more than 90 products. The range, which will be manufactured and distributed by US company High Maintenance, will be priced between £10 and £22. Products include Hollywood Nights Eye Shadow, Hef's Favorite Lip Gloss, Calendar Girl Lipstick and First Blush. But strangely not Sticky Centrefold.
Call me Bubbles darling
From the Hertfordshire countryside to the high st, health resort Champney’s is planning some bizarre extensions following on from their success in toiletries in Sainsburys. A champney’s ready meal anyone? The taste of Patchouli oil coupled with something???? In another example of new luxury marketing, Champney’s are also planning some high st. spas. We wish them much luck and hope they don’t end up massaging the numbers to make the investment worthwhile
If you want even stranger product ideas, check out: http://www.strangenewproducts.com/
Mickey Mouse is a reformed character. In a dramatically inspired turnaround he’s gone from fast food to fast fruit and you can now find Mickey and friends on products aligned with the cause of healthy eating.
In US store Kroger’s Mickey Mouse himself will appear in the role of chef and farmer in store signs, and will give the thumbs up on nutritional labels. This strategy is being rolled out throughout Europe with Mickey endorsed fruit and vegetables in with Tesco, Carrefour and Metro.
Not to miss out, Nickelodeon channel announced it would extend the licensing of Dora the Explorer, SpongeBob SquarePants and other characters to packaged apples, pears, cherries and organic edamame beans, following a deal last year to use the characters on spinach, baby carrots and clementines.
Oi Paul, on yer bike
Fashion designer Paul Smith is delighted to be working with legendary Derby based bicycle makers Mercian. Paul has chosen two styles of bike, a Mercian Track and a Tour bike, which he has personalised.
An avid cycling fan, Paul Smith fell into fashion aged 17 after a cycling accident and now he’s gone full circle. Bikes will be available from Paul Smith shops from November 2006.
Ze smell of orange
In a fantastically inspired piece of innovation, marmalade manufacturer Duerrs present ‘l’eau de marmalade’ a £24.99 bottle of marmalade inspired perfume. More of a newsmaking promotion to celebrate 125 years of production this great example of limited edition brand extension is a PR coup.
What’s next, Marmite deodorant?
Dairylea Cheese
In a great example of ingredient extension Dairylea are moving into slices of cheddar rather than the not-quite-identifiable product known as Dairylea.
Another dynamic move from Sainsburys
In a move long awaited by bored vegetarians, Sainsbury's is launching a range of ready meals catchily entitled ‘Designed not just for Vegetarians’ featuring 21 meals using pulses, meat substitutes and vegetables.
The products contain essential amino acids, which a vegetarian diet can lack. Products include Sweet Potato and Goats Cheese Burgers, Yorkshire Pudding with Cumberland Sausage, Vegetable Malaysian Curry with Noodles, and Bean Casserole with Herb Dumplings, and no animals were harmed in the process.
From books to blenders
Boots is introducing a range of baby-food equipment and ingredients aimed at first-time mums who want to cook for their babies but lack the time. The ‘Make Your Own’ line is backed by Annabel Karmel the author of 14 books on nutrition and cooking for babies
The range will initially comprise of nine equipment and ingredient products from covered food-cube trays for freezing baby food to an electric hand blender. Mother’s no longer have to choose between health and convenience apparently.
Magazine style interiors
Livingetc has become the latest magazine to extend its brand into consumer goods, with the launch of a branded interior accessories and furniture range. The products have been produced in partnership with Bliss, which holds the licence for the Nigella Lawson range of homewares. What next, Loaded interiors with The Jo Guest designer dining table?
More playboy to play with….
Playboy, the company synonymous with 'bunny girls' and top-shelf magazines, is to launch a range of make-up in the UK positioned as a high-end colour-cosmetics line and targeting 16- to 30-year-olds, it will comprise more than 90 products. The range, which will be manufactured and distributed by US company High Maintenance, will be priced between £10 and £22. Products include Hollywood Nights Eye Shadow, Hef's Favorite Lip Gloss, Calendar Girl Lipstick and First Blush. But strangely not Sticky Centrefold.
Call me Bubbles darling
From the Hertfordshire countryside to the high st, health resort Champney’s is planning some bizarre extensions following on from their success in toiletries in Sainsburys. A champney’s ready meal anyone? The taste of Patchouli oil coupled with something???? In another example of new luxury marketing, Champney’s are also planning some high st. spas. We wish them much luck and hope they don’t end up massaging the numbers to make the investment worthwhile
If you want even stranger product ideas, check out: http://www.strangenewproducts.com/
Tuesday, September 12, 2006
From here to Luxuria
Somehow managed to get myself invited to Luxuria. Will make a change from recent trade shows which have included Autumn Fair and Plasa. Somewhat random searching for licensees up and down the aisles of huge trade shows somewhat surprisingly yields success.
I have perfected the art of zoning in on opportunities using my intuition - or at least that's what it feels like until I get back to the office. It's always exciting to meet potential contacts rather than make random phone calls.
I have perfected the art of zoning in on opportunities using my intuition - or at least that's what it feels like until I get back to the office. It's always exciting to meet potential contacts rather than make random phone calls.
Tuesday, August 22, 2006
2good2btrue
Yes, obviously things were going too well. Talk about riding for a fall. So the retailer puts us back three months and the big brand we're working on decides they should probably have a US agency. Some things are just meant to be I guess.
Looks like I'm going nowhere this bank holiday weekend.. hopefully that's not an allegory
Looks like I'm going nowhere this bank holiday weekend.. hopefully that's not an allegory
Friday, August 18, 2006
Hong Kong Phooey
By the way, forgot to say how mind expanding it was to go to Hong Kong. A place more English than England, like a humid covent garden full of Chinese tourists who just happen to own the place.
Licensing show is tiny by the way and only worth visiting if you're exhibiting... hoping to get out to Tokyo so will let you know if it compares
Licensing show is tiny by the way and only worth visiting if you're exhibiting... hoping to get out to Tokyo so will let you know if it compares
Friday, July 21, 2006
Hallelullejah
Finally, after at least 3 years of continual patience and persistence it looks like one of our products has achieved nirvana and will make its debut on the shelves of the blue and white retailer!!.
Yes, Tesco here we come. Not sure how it happened, a route of astonishingly gradual increments in competency....maybe the cadillac is back in the drive
Yes, Tesco here we come. Not sure how it happened, a route of astonishingly gradual increments in competency....maybe the cadillac is back in the drive
Thursday, July 13, 2006
useful pithy phrases
Phrases to remember:
- better a short pencil than a long memory
- don't eat a burger in a bait shop
- trust, but verify
- budget for failure, legistlate for success
- better a short pencil than a long memory
- don't eat a burger in a bait shop
- trust, but verify
- budget for failure, legistlate for success
Saturday, June 24, 2006
New York New York
Just back from New York licensing show. A great time was had by all. My 4th time of going and it gets better each year. As a way of assessing progress there's not much that can beat an annual immersion in the world of licensing. Couldn't help feeling more confident than previous years, what with actual clients and all. Great interest in Blue Note with much learning to be done by visiting stands of agencies representing Hendrix, Concorde, and other Retro images.
What impressed me more than anything was the friendliness of New York. A city where everyone is a New Yorker first. If the 9/11 bombers thought they were attacking everything that was wrong with capitalism they couldn't have been more mistaken. New York is everything that's right, the harmonious blending of cultures into a common bond. Perhaps it took 9/11 to realise this blend but hopefully the same thing will emerge in London (but I doubt it given the deeply engrained class system).
What impressed me more than anything was the friendliness of New York. A city where everyone is a New Yorker first. If the 9/11 bombers thought they were attacking everything that was wrong with capitalism they couldn't have been more mistaken. New York is everything that's right, the harmonious blending of cultures into a common bond. Perhaps it took 9/11 to realise this blend but hopefully the same thing will emerge in London (but I doubt it given the deeply engrained class system).
Tuesday, May 30, 2006
thoughts after PLMA
In the beginning the world was divided into people who made things and people who bought them, and the people who made the things that other people bought put their names on them so that the people who bought the things that the other people made could see who made them. In this new era of brand stretch, the people who buy things get the people who make things to put the names of the people who buy things on the things that get made so that the people who buy things can benefit from any loyalty from customers and any profit from intellectual property that might accrue if the things that are made are any good.
At the Private Label Manufacturing Associations shingdig, called horrifically 'the world of private label' manufacturers sit on pale anonymous booths surrounded by products with a display stand announcing 'your brand here', like some fairground attraction. In this dystopian view of the future, all products are the same - only the labels change....
At the Private Label Manufacturing Associations shingdig, called horrifically 'the world of private label' manufacturers sit on pale anonymous booths surrounded by products with a display stand announcing 'your brand here', like some fairground attraction. In this dystopian view of the future, all products are the same - only the labels change....
Thursday, May 11, 2006
jazzzzzzzzzzz ....... nice!
Have now developed a serious jazz addiction fuelled by my friends at Blue Note. An honour and a privilege to working on this iconic jazz brand. Launched in 1939 by two german immigrees in New York it was one of the few labels that recognised Jazz's label as America's classical music. As a brand there was a clear ethos of delivering quality regardless of commercialism, and the investment was always in the product. As with so many success stories luck played a part, but destiny works for those who have passion and so it was with Alfred Lion and Francis Wolf, who's collaboration with designer Reid Miles is remarkable for its vivid visual style.
Think of another jazz label that is also a brand? Universal? HMV? Columbia. What have any of these labels ever done to endear themselves to the artist? Blue Note, or in France, la note bleu - cherished drug-addled geniuses long before they were treated as anything other than the dregs of society and, as long as it is cared for, will always be "the musician's label"
Think of another jazz label that is also a brand? Universal? HMV? Columbia. What have any of these labels ever done to endear themselves to the artist? Blue Note, or in France, la note bleu - cherished drug-addled geniuses long before they were treated as anything other than the dregs of society and, as long as it is cared for, will always be "the musician's label"
Wednesday, May 03, 2006
May update
Sorry I haven't updated in a while .... I guess it's a good sign - things have been slightly busy. The business is now getting off the ground and, if you've been paying close attention, we're recruiting. So far the candidates have been excellent and the competition is going to be fierce!
Friday, March 17, 2006
when in doubt, sue!
P&G steps up copycats fight
By Jeremy Grant in Washington
Published: March 15 2006 02:00 | Last updated: March 15 2006 02:00
Procter & Gamble yesterday stepped up its fight against private label copycats, issuing its third lawsuit in as many months. The US consumer products group said it had filed a trademark infringement suit against First Quality Hygienic, alleging the private label manufacturer infringed on the registered trademarks and packaging "trade dress" of P&G's Tampax Pearl tampons.
Lynn Dornblaser, director of the custom solutions group at Mintel International, said: "We're seeing more private label options being offered to consumers and more products that seem to be - on the face of it - exactly the same as the major manufacturers'."
P&G last month sued Vi-Jon Industries, alleging that the group's mouthwash packaging and advertising claims infringed on P&G's Crest Pro-Health oral rinse. P&G also settled a suit filed in December against McLane, owned by Berkshire Hathaway. The suit related to P&G's Charmin and NyQuil paper products.
P&G claimed First Quality, whose tampons are sold in Canada under the name Life Brand, was manufacturing products that copied Tampax Pearl packaging, "including the distinctive string of pearls design".
At least someone is brave enought to have a go. Why isn't weightwatcher suing Tesco for running their points on all products without authorisation - distributor power is out of control, somebody has to fight for the cause!
By Jeremy Grant in Washington
Published: March 15 2006 02:00 | Last updated: March 15 2006 02:00
Procter & Gamble yesterday stepped up its fight against private label copycats, issuing its third lawsuit in as many months. The US consumer products group said it had filed a trademark infringement suit against First Quality Hygienic, alleging the private label manufacturer infringed on the registered trademarks and packaging "trade dress" of P&G's Tampax Pearl tampons.
Lynn Dornblaser, director of the custom solutions group at Mintel International, said: "We're seeing more private label options being offered to consumers and more products that seem to be - on the face of it - exactly the same as the major manufacturers'."
P&G last month sued Vi-Jon Industries, alleging that the group's mouthwash packaging and advertising claims infringed on P&G's Crest Pro-Health oral rinse. P&G also settled a suit filed in December against McLane, owned by Berkshire Hathaway. The suit related to P&G's Charmin and NyQuil paper products.
P&G claimed First Quality, whose tampons are sold in Canada under the name Life Brand, was manufacturing products that copied Tampax Pearl packaging, "including the distinctive string of pearls design".
At least someone is brave enought to have a go. Why isn't weightwatcher suing Tesco for running their points on all products without authorisation - distributor power is out of control, somebody has to fight for the cause!
Tuesday, March 14, 2006
and away we go...
Head spinningly fast, the company takes off like a portuguese stallion leaving me in mid-air and holding on to the reins for dear life.
Suddenly, the last three year's work actually looks set to become a reality and I'm faced with actually having to DO some of the things that i've been pontificating about for so long.....
Suddenly, the last three year's work actually looks set to become a reality and I'm faced with actually having to DO some of the things that i've been pontificating about for so long.....
Thursday, March 09, 2006
A mushy morning
Spent this morning tasting mushy peas and now feel slightly pea-ky! However, will definitely celebrate signing of new brand who Golden Goose now proudly represent globally.
'Traction' is the term i use to describe successful business relationships and you can only have traction when people keep their word and trust each other. It's hard to find partners in business who recognise these qualities and stick by them but once you do, there's no limit to what can be achieved.
'Traction' is the term i use to describe successful business relationships and you can only have traction when people keep their word and trust each other. It's hard to find partners in business who recognise these qualities and stick by them but once you do, there's no limit to what can be achieved.
Wednesday, March 01, 2006
Museum of Brand Licensing
Visited the Museum of Brands last weekend. A delightful little museum tucked away in a mews off Notting Hill. The wonder of seeing ex-brands that have faded away as market forces apply is a branding ecologists nightmare. All those once loved names etched into the collective consciousness now just a fragment of packaging. Extinction is the only result for company's ignoring change. Brands that once owned massive shares of the ink or boot-blacking market are now just part of the fabric of history.
http://www.museumofbrands.com
http://www.museumofbrands.com
Tuesday, February 21, 2006
here we go ahead
Here we are again. Playing the waiting game. Licensing is to speed what treacle is to pouring. In the time it takes for a contract to be prepared and signed one could easily learn to be a concert pianist, or build a small outhouse. Typically for a relatively small business, we risk being stuck somewhere between fast and famine.
Wednesday, February 08, 2006
Spring Fair
I don't recommend going to Spring Fair with a bad cold because it's not exactly the best place to recuperate. Spent the next day in bed processing the highs and lows of the day.
High was seeing some of the products on display that were previously only a fantasy in my little head.
Low was the 5.5 journey back. Not to mention the 1.5 hours doing 7 miles in the car park.
What I learnt: some licensors are working overtime to deliver value for royalty. One I spoke to conducts direct meetings with retailers designing products to their specification and then passing these approved designs to their licensees. These then appear as new product.
The same licensor also prepares a range pack incorporating all the licensees in small quantities, and manages the sell-in rather than counting on licensees with 50 brands who are desperate to sell in bulk.
I also learnt never to drive back from Birmingham but that's another story.
High was seeing some of the products on display that were previously only a fantasy in my little head.
Low was the 5.5 journey back. Not to mention the 1.5 hours doing 7 miles in the car park.
What I learnt: some licensors are working overtime to deliver value for royalty. One I spoke to conducts direct meetings with retailers designing products to their specification and then passing these approved designs to their licensees. These then appear as new product.
The same licensor also prepares a range pack incorporating all the licensees in small quantities, and manages the sell-in rather than counting on licensees with 50 brands who are desperate to sell in bulk.
I also learnt never to drive back from Birmingham but that's another story.
Thursday, December 22, 2005
At Tesco's
Just got back from shopping at Tesco's for the first time in ages. Can't believe the power of private label. It's almost 10 minutes before you can see any other brand apart from the retail superpower. In fact, tesco's home produce sections are almost the only unbranded sections left on the planet. Amazing how things change. No wonder retailers are so keen to start with fresh produce!
How did we let ourselves be sucked into this vortex of reduced choice? Instead of more brands on the shelves there are less and less. How can we have real choice if own brand is super-dominant? It seems to me as if brands stand for less and less in this day and age. Whereas there used to be things like a carefully managed brand vision, with some sort of raison d'etre, we're now in an age where a brand only exists to generate cash and fleece the public. if it does succeed in standing for something then someone (usually a fund) comes in and buys the owners out for £30M... I had a meeting today with one family run company who have resisted something like 161 takeover offers they don't sell because they're located in a remote corner of the UK and if they did sell, their 8,500 employees would be fired, destroying the local economy they sustain.
Branding used to have a noble purpose as well as generating income. Clearly, these days it's only a rare minority that can resist the temptation to stand for nothing beyond making a healthy profit or being bought out by a private equity firm.
How did we let ourselves be sucked into this vortex of reduced choice? Instead of more brands on the shelves there are less and less. How can we have real choice if own brand is super-dominant? It seems to me as if brands stand for less and less in this day and age. Whereas there used to be things like a carefully managed brand vision, with some sort of raison d'etre, we're now in an age where a brand only exists to generate cash and fleece the public. if it does succeed in standing for something then someone (usually a fund) comes in and buys the owners out for £30M... I had a meeting today with one family run company who have resisted something like 161 takeover offers they don't sell because they're located in a remote corner of the UK and if they did sell, their 8,500 employees would be fired, destroying the local economy they sustain.
Branding used to have a noble purpose as well as generating income. Clearly, these days it's only a rare minority that can resist the temptation to stand for nothing beyond making a healthy profit or being bought out by a private equity firm.
Thursday, December 15, 2005
Exclusively brands, exclusively postponed
Can't believe that dark forces within the industry have forced Andrew Levy's Exclusively Brands to postpone. It's a shame when more established players conspire to keep innovation and energy from impinging on their market share with sheer muscle. This is exactly the sort of behaviour the supermarkets are criticised for.....
Tuesday, November 15, 2005
another idea
This business and this industry is about to break through to another level. Part of the reason, as we said at our talk in October, is the growth of private label which makes supermarkets into godzilla sized mega-licensors. As a supermarket you can 'license' out your brand onto anything. Tesco finest is on around 800 product all of which are guaranteed distribution and, with very little need for marketing, deliver quality that is comparable to the best branded competitor. Not only that but the market information Tesco gets from all its branded and unbranded suppliers is enough to tell it how and where to innovate. Talk about licensor heaven!
The only way for existing brands to compete is:
1) ask the customer where and how your brand should be extended
2) specify in as much detail the potential new product
3) seek out like minded licensees prepared to take on private label
4) develop and market the new product's point of difference
5) develop existing and create new licensed products that maintain the differentiator
in other words manage the licensing programme as if it was your NPD programme and market the brand in the same way.
The only way for existing brands to compete is:
1) ask the customer where and how your brand should be extended
2) specify in as much detail the potential new product
3) seek out like minded licensees prepared to take on private label
4) develop and market the new product's point of difference
5) develop existing and create new licensed products that maintain the differentiator
in other words manage the licensing programme as if it was your NPD programme and market the brand in the same way.
what's your wait?
Not that I'm not busy but waiting for a response When you make someone wait for an answer, it is like leaving them in the dark on a suspension bridge, wearing wet sandals, blindfold.
Friday, November 11, 2005
quotes, quotes, nothing but quotes
It seems to be the time of year when every man and his dog is thinking about licensing. If it isn't one company it's another looking for a quote to develop a licensing strategy. The quote is urgently required and then, like a huge lead weight, seems to sit on the bottom of the pile while other things (brand related) take precedent. In the last 8 days we've quoted out the same amount in turnover that we did in the last 12 months! The silence between quote and order is the most pregnant of pauses.....
Tuesday, November 01, 2005
brand licensing show goss
brand licensing show was notable for 2 things. Beanstalk taken over by Omnicom and TLC picking up Reckitt Benckiser. Other than that the show held few attractions for anyone looking to work on the branded side of the business. Bring on Exclusively Brands at the Landmark.
Met some Danish Fund Managers looking to break into licensing (get your lycra on boys, the canon's ready)
Met my cleaning co, looking for cleaning brands and heard that the french sock team were in town.
Simone presented the results of our research into the growth of private label. You can see the summary of her talk here but basically:
81% of the UK accept private label instead of brands
UK is the biggest market for private label
If you're going to license your brand do it now. If you don't private label will invade your space
If your going into a new category, innovate or don't bother
Met some Danish Fund Managers looking to break into licensing (get your lycra on boys, the canon's ready)
Met my cleaning co, looking for cleaning brands and heard that the french sock team were in town.
Simone presented the results of our research into the growth of private label. You can see the summary of her talk here but basically:
81% of the UK accept private label instead of brands
UK is the biggest market for private label
If you're going to license your brand do it now. If you don't private label will invade your space
If your going into a new category, innovate or don't bother
Monday, October 10, 2005
some key concepts
Some of the most basic concepts to remember when doing a licensing deal:
1) FIT & LEVERAGE
Make sure that not only does the new product fit within the compass of the core brand but it also leverages the brand in the new category
2) LICENSEES DON'T OFTEN UNDERSTAND MARKETING
That's why they're licensees... duh!
3) YOU CAN'T WIN'EM ALL
Whilst it would be great if all of your fantastically developed concepts flew off the shelves. Everyone gets it wrong. Any licensing deal is a triumph of persistence and deserves credit for taking the brand into a new category
4) MARKET RESEARCH
Nobody I've come across seems to value the role market research in new product development. I'm not saying that it's a way of making decisions but it would be nice if someone acknowledged the role of the final consumer from time to time.
5) COLLECTING ROYALTY SHOULD BE EASY
The last thing you want to be doing is chasing royalty. Get it in advance and credit it back!
1) FIT & LEVERAGE
Make sure that not only does the new product fit within the compass of the core brand but it also leverages the brand in the new category
2) LICENSEES DON'T OFTEN UNDERSTAND MARKETING
That's why they're licensees... duh!
3) YOU CAN'T WIN'EM ALL
Whilst it would be great if all of your fantastically developed concepts flew off the shelves. Everyone gets it wrong. Any licensing deal is a triumph of persistence and deserves credit for taking the brand into a new category
4) MARKET RESEARCH
Nobody I've come across seems to value the role market research in new product development. I'm not saying that it's a way of making decisions but it would be nice if someone acknowledged the role of the final consumer from time to time.
5) COLLECTING ROYALTY SHOULD BE EASY
The last thing you want to be doing is chasing royalty. Get it in advance and credit it back!
products in search of a brand....
There's nothing worse than finding a great potential product category with no brand to match it. It's like playing that card game pairs when you turn over a card and are supposed to remember where you put the matching one. There's nothing worse than finding one half of the partnership ready to go, only for the other side to wander off into the distance. Currently I have :
one half of a sock deal looking for a sports brand
one half of a child security deal looking for a lock brand
one half of a cleaning deal looking for a cleaning products brand
one half of a battery deal looking for a battery brand
one half of a sweet deal, looking for an entertainment property
If you know any brands looking for an extra £100,000 please get in touch...
one half of a sock deal looking for a sports brand
one half of a child security deal looking for a lock brand
one half of a cleaning deal looking for a cleaning products brand
one half of a battery deal looking for a battery brand
one half of a sweet deal, looking for an entertainment property
If you know any brands looking for an extra £100,000 please get in touch...
Saturday, October 01, 2005
looks like market growth isn't all it's cracked up to be
The downside of market growth is that there's competition. Recently reluctantly pitched a large multinational who I'd already told I wasn't prepared to represent, only to have my hopes raised and then dashed. Worse of all the multinational has just acquired 3 new brands.
Tuesday, September 27, 2005
another paper of the week
Well, it almost seems too easy but we're paper of the week on brandchannel again. Simone and I are very happy and are now working on the development of a presentation based on the concepts that we found during our research. our paper
Tuesday, September 20, 2005
most essential qualities in a brand licensing consultant
1) patience
2) tenacity
3) persistence
4) integrity
5) connectivity
6) resilience
7) personable
8) focus
9) vision
10)knowledge
2) tenacity
3) persistence
4) integrity
5) connectivity
6) resilience
7) personable
8) focus
9) vision
10)knowledge
Friday, September 16, 2005
paper finished
New paper finished. Retail Space Invaders puts the case that private label is forcing brandowners to develop licensing strategies. Hopefully soon to be appearing in a publication near you.
Wednesday, August 24, 2005
new paper coming
Got a new paper coming up about the menace of own brand and how it's invading the world.....
Monday, August 01, 2005
welcome to buffersville...
Some people work out of London. They have their office in buffersville. I imagine it as a cosy place where people bring them regular cups of tea, and birds twitter from the treetops. Every so often, these gentle folk venture down to London and, in a desperate bid to make themselves feel important, do their damnedest to fill up their big day with busy little meetings with people who haven't got the slightest reason to meet them.
Every time I fall victim I instantly vow never to be caught out again, but, I am sad to report that I was recently caught up in the wake of the buffersville express. I traipsed across town for a meeting with someone who told me something that 'he couldn't possibly tell me on the phone', specifically, 'we're not quite ready yet!' Never again!
Every time I fall victim I instantly vow never to be caught out again, but, I am sad to report that I was recently caught up in the wake of the buffersville express. I traipsed across town for a meeting with someone who told me something that 'he couldn't possibly tell me on the phone', specifically, 'we're not quite ready yet!' Never again!
Thursday, July 07, 2005
A good day to be stuck in Newcastle....
This morning I set off with a large dose of London pride, still feeling that the afterglow of winning the Olympic bid would sustain a revolution that London badly needs. As a city, London suffers from an infrastructure that is out of date and not worthy of a major international metropolis. Today, though, I'm stuck in Newcastle having had an 'interesting' meeting that started at 11 and finished around 4 during which the results of today's atrocity filtered through as people starting texting me to ask where I was. With an office in Old St... an area that is triangulated by three of the attack sites (Moorgate, Kings Cross and Liverpool St) it's not surprising that I feel shocked, devastated, and just exhausted with emotion. Over the last three day's we've had Live8, the Olympic Bid and now these terrorist attacks. It's as if each party in turn is desperate to sieze the agenda. Who's next. We've gone from peaceful semi-altruistic pop-concerts, to the 'noble' spirit of the Olympics and a democratic process and now back to the reptilian part of the brain that grabs our attention by the throat.
Somehow we stumbled through our meeting.....
Somehow we stumbled through our meeting.....
Monday, July 04, 2005
Independence Day
Note the date, 4th July, it's finally official. Corporate brand licensing has arrived in the UK. One recent 'brand-damager' at one of the big FMCG manufacturers I spoke to has already appointed a licensing agency to do merchandising! That hasn't happened once in the past 3 years.
Time to tap into the phenomenon known as 'market growth'!
Time to tap into the phenomenon known as 'market growth'!
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