The other day I was speaking with a prospective client. She was frustrated with her brand licensing agency. The agency was not optimizing their program. The categories chosen were not reinforcing the brand’s positioning. The licensees where not fully exploiting their approved channels, limiting the distribution of the licensed product. What frustrated her most was that the licensed products were not reflecting the brand’s attributes causing overall sales growth to languish and potentially damaging the brand’s equity.
She told me that they were considering bringing the licensing program in house, but wanted to understand the key factors needed to ensure a successful transition. I advised her before making a switch she should get a good handle on the following:
She thanked me for providing her with a good cross-sectional overview and told me she would be going back to her manager to discuss and determine next steps.