You wouldn’t build a house without a blueprint yet every year I see brand extensions built without one. There are significant pitfalls to licensing and if you don’t develop a plan to address all of them you are doomed to failure.
That’s why I created Breakthrough Licensing for Licensors. It’s a blueprint for brand managers to make sure the foundation of the “home” they want to build is sound and that every “room” they build adds value.
Before I show you some thoughtful product line extension strategies, let’s talk about the pitfalls of brand licensing that even some of the largest brands have ignored to their peril.