My Second Les Nouvelles Article

I’ve been a big fan of Licensing Executives Society International (LESI), a global organization for licensing executives. As a member since the early 2000s, I’ve benefited so much from the industry discussion and expertise from others in the licensing field. I especially appreciate that the organization brings a patent expertise perspective, with much of the representation coming from those in the pharmaceutical and high tech industries. Moreover, there are an expansive number of intellectual property attorneys in the organization who bring tremendous insight to the nuance of successful licensing. Although I know a fair bit about the legal and business aspects of licensing when it comes to brands, I think it’s so important to be around other experts in our field who have a unique perspective that can benefit my work as well as the work of the clients I represent.

A few months ago, I shared my first of two articles, which was featured in the March 2024 issue of the prestigious les Nouvelles, a quarterly journal that gets sent to more than 10,000 members of LESI. My second article, How to Predict A Brand Expansion’s Potential, was just featured in LESI’s June 2024 issue. Read a snippet of the article below:

“If you read my last article, ‘Why Focusing On Brand Licensing Will Help Your Clients Succeed,’ you already know that brands are so much more than just products or services. A brand can also be an event, a celebrity, a film, a TV series or a political party. You also know that if brands want to stay relevant, they have to grow. But with that growth comes tremendous pressure. I call this ‘the expansion riddle,’ because growth is a slippery slope, and many brands don’t know the path to take to get to their optimal point in the marketplace. Standing still is dangerous, but so is staying in one market, and so is diversifying into other markets. Knowing how to grow is key.”

If you’re interested in reading the full article, click here. I’d love to know if you found it useful or learned something new!

Thank you LESI and les Nouvelles for this opportunity!