now they're all at it...

So 2 years after this business launched, it appears that the corporate brandowners are finally waking up to the potential of licensing to generate serious revenue and brand equity.

Harpic's owner Reckitt Benckiser recently hired the ex-head of licensing for Sesame St. which makes you think that they've developed a business function for licensing , although from what I understood in a recent conversation with the ex-head of licensing for Kellogg's winning internal support for licensing initiatives is the hardest part of the job. Not really that surprising when you think that all resources are devoted to increasing market share and profit, not supporting licensees.

Brandowners are happy to take the revenue from licensing but loathe to support licensees but they're also desperate to maintain competitive advantage so perhaps the tide is turning.

The best laid plans

It's nearly three years ago that I started this business and, when I look back, the learning curve seems steep and rocky... the best analogy for my approach to learning about licensing is that each day I'd don my leotard, climb into my cannon and fire myself against a brick wall. Eventually something had to give. I'm still here.

The plan for the first three years was something like:

1) learn about licensing
2) sign licensing deals
3) represent significant brands
oh and in a very special fourth place) generate enough revenue to survive....

With these achieved, it's time to set some new goals. Interesting how our goals govern our behaviour. Deferment of gratification is supposed to be a sign of intelligence and discipline but, I wonder, isn't it time for some instant gratification? Brand licensing agencies are masochistically addicted to deferred gratification, our patience knows no bounds. The pipe dream of long term royalties whilst we sit back and count the money sustains us almost as effectively as real income....

The next three years ending June 2008.... would have to involve scaling up the business, but in my experience you've got to be careful what you wish for....

paper of the week

Although shouldn't really blow own trumpet, but am keen to let it be known that brand channel (www.brandchannel.com) have made my latest article paper of the week. If I can't let it be known here in my private unread diary, then where can I brag?