Licensing 180 Degrees vs. 360 Degrees


Guest-blogger
Photo MGMarlo
Gold is the CEO of D3M Licensing Group (D3M), a provider of end to end
solutions for brands and talent. 
D3M
clients range from Grammy nominated artists, producers, top NFL players and
comedians.Their expertise covers wholesaling and manufacturing across toys and
video games, apparel and accessories, software and hardware development, and TV
production. D3M principals have successfully developed products and brands for
companies such as Hasbro, Mattel, Sony, Microsoft, Nintendo, Disney, Marvel
Entertainment, Nickelodeon, HSN, QVC and the NFL.


Protractor-500x500
As we are all aware, licensing is a marketing and brand
extension tool that is widely used by everyone from major corporations to the
smallest of small business. Entertainment, sports and fashion are the areas of
licensing that are most readily apparent to consumers, but the business reaches
into the worlds of corporate brands, art, publishing, colleges and universities
and non-profit groups, to name a few.

Traditionally, licensing agents have deployed a
180-degree approach.
By this, I simply mean they did their jobs, and quite
well. They created logos, style guides, reporting/approval systems and of
course, collected royalties.

We think that in the 21st century; that’s not
enough.  What is needed today is a 360-degree approach to licensing and endorsements that offers
clients support through every stage of brand extension
, from product
development and manufacturing, to marketing and brand building, to securing
distribution and facilitating sell-through. 
We believe that agencies need to be involved with every facet to insure
the product appears on a shelf or online is the key to success.

The recipe is this- mix a 360 degree philosophy with the
ability to acquire new strategies, dream up innovative ideas coupled with
practical solutions you need to succeed.
 
Blend a variety of marketing strategies to extend your brand globally,
bringing together leading licensors and agents with key decision-making
retailers, manufacturers, marketing, and advertising professionals across all
consumer product categories. At the end of the day, you have a brand that has
sold through; and that is a recipe for success.  If you have questions, please feel free to contact me at
mgold@d3mgroup.com.

One thought

  1. Do you have any advice for small companies looking to license properties owned by large companies that are currently lying fallow? I’m in a position where there is a particular property that I’d like to license, essentially just handing the IP owner a check for doing nothing with a property they haven’t used in years, but internal politics (a fear of being the guy who authorized something and screwed up) has essentially cut off all licensing opportunities for anyone.

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