Brand Licensing Focus We leverage our strategy and innovation capabilities combining them with strong execution in sales and prospecting of potential partners to develop a successful brand licensing extension program.
We are passionate about leveraging brands in:
• Food & Beverage (restaurant brands to grocery, food brand to food or non-food brand to food)
• Consumer Packaged Goods (health & wellness, nutrition, and other consumer areas)
• Home & Hardware Products
Some of our past and present clients include:
Chili's
Romano's Macaroni Grill IHOP
Panera Bread
Rust-Oleum
Biltmore Estate
Brand Licensing Approach
We take a strategic approach to brand licensing, developing a program that is congruent with your overall growth strategy – maximizing revenues with minimum complexity. Our approach to brand licensing is designed with the objectives to increase brand value, preserve brand equity, and generate incremental bottom line profit.
Strategic means we must provide rationale for brand exposure and a cost-benefit analysis. We avoid a transactional licensing model often presented by traditional or typical licensing firms that may result in a complex program with numerous licensees to manage with little return.
Utilizing our background in consumer product marketing, we identify the core equities of a brand, conduct consumer research to ferret out insights that drive unique positioning for a brand that translate into meaningful products on shelf, and ultimately royalties for our clients.
We bring to the table:
• Broad strategic thinking to develop best go-to-market strategy
• Experience in over 100 product categories with an emphasis in food & beverage • Experience in negotiating hundreds of contracts and licensing deal terms • A passion for finding the right partner for long-term success
The brand licensing practice is led by Janna Markle, who has over 20 years of experience in developing strategic brand extension programs and new products. She led the design and execution of the successful global brand extension initiative for Jack Daniel’s and Southern Comfort brands, focusing her efforts in the US, Europe and Australia. She launched T.G.I. Friday’s into a strategic retail grocery program resulting in a $250 million retail business. And, she has experience in entertainment where she developed and executed a brand extension plan for the sensational children’s entertainment property, Barney the Dinosaur.
