This guide answers just about every question you, as a manufacturer or licensee, might have about finding prospective brands, winning, and profitably running a licensing program.
How do you, as a licensee or manufacturer, grow your business? How do you identify brands you want to license? How do you perform due diligence on a brand to ensure they’re right for you? How do you become a contender for their business? What’s the best way to tilt the negotiations to your favor? And if you win the business, how do you establish a business plan to ensure profitability?
After 30 years in the licensing business (including Coca-Cola and Newell Rubbermaid) I can tell you how: Through a disciplined approach that marries your strengths with the licensor’s needs.
In this guide, I’m going to answer just about every question you, as a manufacturer or licensee, might have about finding prospective brands, winning, and profitably running a licensing program.
This guide answers just about every question you, as a manufacturer or licensee, might have about finding prospective brands, winning, and profitably running a licensing program.
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A brand strategy serves as the foundation for your product, your business, and your story. Without a foundation, one opportunity becomes indistinguishable from the next. This means that every opportunity must be pursued.
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By finding out who we are, why we exist and what we are meant to do, we become a brand that is alive. When we have a story to tell, a purpose to convey and a target to engage, we become worthwhile to our customers. That's when the real adventure begins!
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