Licensing means renting or leasing of an intangible asset. It is a process of creating and managing contracts between the owner of a Brand and a company or individual who wants to use the Brand in association with a product, for an agreed period, within an agreed territory. (Wikipedia)
Simple version: When your Brand has an engaged audience in large numbers, companies want to position their products to capitalize from your Brand.
A Brand with a licensing agreement can generate legacy wealth.
Licensing Expo is the world’s largest and most influential annual tradeshow dedicated to licensing and brand extension.
The most obvious is multiple streams of revenue. Also, licensing through an established company allows you the freedom to be creative and work at your craft.
Every year, more than 5,000 brands and 16,000 retailers, licensees, manufacturers, distributors, and licensing agents attend Licensing Expo from more than 67 countries.
A critical success tool in branding is an accurate assessment of the vision. The image on the left was submitted for approval after five months of rejection, and again, the designs were rejected. In business and in life time is a valuable commodity.
How did you go from the before to the after? I was thrilled about to work on the 'ASK STEVE (TM) Harvey until I saw the graphic designs. While on a call with EnndemolShine's Director of Licensing - Gaming of Franchise Management, my worst fears confirmed, nothing about the design features were close to meeting approval.
How did my team get from the 'oh no' to 'Yes exactly you nailed Steve Harvey's Brand.'
When I accept a client or a project, S.M.A.R.T. Goals is my roadmap. I isolate myself, study the market, competitors, assemble my resources, dissect each element of the project, and create storyboards.
For thirty days, I researched Steve Harvey's past, present, and future brands and products. I work with my graphics and IT team in Manila and London tirelessly hours.