interesting detail

one side affect of having worked in this business for three years is the tendency to start developing outspoken opinions. Now that I've changed from energetic, boyish, youthful exuberance to cynical, jaundiced, wizened professional, my opinions often overcome my ability to withhold them. For example, one of the stands at the licensing show actually featured real product on them. Now forgive me for being outspoken about this but when a corporate brand is looking to generate interest from potential licensees, the unwritten rule is to show the logo (because if it's licensable everyone should instantly know what the brand stands for) and an image that suggests how broad the brand's ultimate footprint could be. This particular stand actually had someone doing the rounds of the show as a can of disinfectant! Admittedly this approach is less po-faced than most corporate brand owners (particularly those whose logos noone's ever heard of) and potentially presented the interesting implication that even core products are seen by the consumer as just another licensee, but purlease, as the new yorker's would say.

back from NYC

Well, another trip to New York another dollar.... a frenzy of meetings and discussions. It's always difficult to remember exactly what was said and to separate out the feeling of hype from the reality of the opportunities presented. One thing's for sure however, the corporate side of the licensing business is growing.

Given the need for manufacturers for licenses that last longer, and the need for brandowners to maintain the continuity of their brand message throughout a continually amalgamating market, this is no surprise.

More later, still slightly jet-lagged

waste of time and money?

If you were to do cost up the value of advertising done by companies who had no idea of the reason, message, or value of their advertisements, the numbers would be astronomical.... why do so many companies focus on what rather than why? It's the busy stupid people who get the most done on this planet because we're taught that actions are worth more than words. The real lesson needs to be that words without actions are worthless... and there's no point advertising until there's something to say that can be followed up with action.

rather like a marriage

They say that women marry expecting to change their future husbands and men marry expecting their future wives not to change. The balance in any relationship changes after it has been formally negotiated and put down in writing. From my experience, the process of negotiation can actually be the moment that the relationship breaks down so that immediately the minute the contract is finalised both parties do everything they can to get out of the agreement.

Licensing agreements offer a similar tipping point. At the beginning the brand owner has all the leverage as he chooses a suitable partner from (potentially) a wide range of interested partners. Gathering financial, legal, and market sensitive information as the poor licensee jumps through the hoops on the way to securing the license.

Once the license is signed everything changes. The leverage is all with the licensee. Missed annual minimums by £20,000? We'll catch up next year. Distribution slightly out of whack with the initial vision? Oh well, at least royalties are up. Want to know more about our manufacturing? Sure, just hold on a second will you....

The only guarantee of matrimonial bliss is to find a partner who shares your common values and is prepared to invest in the long term harmony of the relationship. The last thing you want is to spend your life bickering about who gets custody of the children. (maybe this analogy has gone too far....)