THE SCIENCE OF STRATEGIC LICENSING IS TAKING SHAPE^SM

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BRAND² SQUARED Licensing upended the traditional licensing agency business model because the concept of "traditional business" is now obsolete. By combining licensing expertise with the core competencies of BRAND² SQUARED Licensing’s parent, Peppercom, we are redefining full service as clients extend their reach through licensing partnerships.

Many licensing agencies prospect, negotiate, and manage license agreements. BRAND² SQUARED Licensing provides these tasks with a depth of expertise. But, for clients that want strategic extensions in addition to deals, marketing partners in addition to licensees, design direction in addition to decks, and core brand growth in addition to royalty reports, we offer a well-rounded suite of resources – without additional cost to the client - that no other licensing agency offers.

We believe strategic brand licensing is a science – as any marketer should say about their craft. With BRAND² SQUARED Licensing, that science is taking shape.

To see a detailed description of redefined full service, please click here.

What exactly is strategic brand licensing?

Strategic brand licensing is simply extending a brand to new product categories via third-party license agreements. This generates new awareness, increases brand impressions and reinforces the core marketing message. Most importantly, for brands it generates revenue through manufacturer royalties with little upfront cost, and for manufacturers it generates additional market share and consumer sell-through, using brands already popularized.

Strategic brand licensing carries risks. A poorly developed strategy can lead to the wrong categories, partners, or product interpretations. Furthermore, if the product launch campaign is not treated with the same degree of discipline the core brand would receive internally, the product may not sell through, and the new consumers and new dollars from licensing may never materialize.

As with any other marketing function, licensing should be driven by personnel with experience and expertise in the space. Furthermore, such licensing personnel should be surrounded by the appropriate research, design, marketing and measurement resources that enable a licensed execution to be a long-term, brand-building exercise. This combination of resources is a key area of strength at BRAND² SQUARED Licensing.

Why is strategic licensing so important to marketers and their agencies of record?

Our economy has hit an unprecedented downturn. Your agency partners must have the capability to deliver initiatives that generate revenue rather than incur additional costs, and guarantee quantifiable new impressions rather high-concept ideas that rarely build the business.

Strategic licensing is one such marketing tool that is cost-effective to implement, while having a direct impact on the bottom line. Every marketing and communications professional should be considering – if not using – this tactic in the current climate.

Why does Peppercom have a licensing division?

Peppercom invests time and resources to uncover innovative ways to solve problems, and show marketers that we understand the business of our clients’ business. That means developing new services and offerings to help soothe clients’ pain. We wanted to offer a complete service that combines brand-building with a tangible impact on the clients’ bottom line.

To determine whether strategic licensing is appropriate for your brand, click here.

To contact BRAND² SQUARED Licensing directly, click here.