Monday, September 15, 2014
Thursday, July 24, 2014
Introduction to new article
Every brandowner with ambition pictures their logo glowing high
over London, Paris, Munich, Milan, and other glamorous skylines. Those few
brands that arise to conquer multiple territories are typically forced to retrench
to their HQ and, for economic reasons, homogenise their now pan-European product
development, advertising and marketing, cutting back unnecessary local
variations to create a European Masterbrand with an identical look and feel
across vast swathes of multifarious geography. This carefully honed
intellectual property is now a precious asset ready to become the focus of a
conversation about licensing.
If you are the licensing agency summoned to a corporate HQ
to talk about how licensing can extend a European Masterbrand into new
categories, maintain trademark registrations, block competition, fill holes in
the product/territory portfolio and generate revenue; prepare yourself for the
Herculean task of regional exhibitions, multilingual stakeholders, differing
brand positioning and punishing travel arrangements. When you land in yet another new country for a
3 day trade show, don’t forget to say to yourself:
Ich Bin Ein Brand Licenser
look out for the full article soon...
Thursday, April 24, 2014
Wednesday, March 26, 2014
Martin hits the road
Friday, March 07, 2014
Wednesday, February 26, 2014
Moving office next week!
Looking forward to moving to our new offices next week
Drop in and see us at
Ground Floor,
11 Chapel Place
(off Rivington Street)
London
EC2A 3DQ
Monday, January 06, 2014
Power up your licensing in 2014
Licensing is a common activity for corporate brandowners but there are some licensing programmes that succeed and others that fail, so what are the 5 tell-tale signs of a healthy licensing programme, and how can you ensure your programme is flushed with success at the top of the table rather than bringing up the rear. After 10 years of building an agency with a focus on corporate licensing, Golden Goose’s founder Adam Bass, shares his view on how to Power up your licensing
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