A comprehensive, thoughtfully-developed application form is critical for ensuring that prospective licensees have what it takes for the program to be successful.
I developed it when I worked as a brand licensing executive at Coca-Cola and Newell Rubbermaid and then continually refined it through my consulting work with other Fortune 500 brands. It’s an 11-page document filled with the kinds of questions brands are likely to ask.
Picking the right licensee is imperative to a brand’s strategy. Whether they partner with a larger, more established licensee or go with a smaller one, determining the right fit requires asking the right questions.
This book presents a roadmap for a brand licensing strategy to enable companies to leverage brand value and expand into other product categories or into different markets.
SEE DEtailsA whimsical stroll through the graveyard of history's most spectacular brand extension failures.
SEE DEtailsSpend time in increments of one hour with Pete over Zoom discussing topics including brand strategy, marketing strategy, brand expansion and brand licensing.
SEE DEtails