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BRAND
LICENSING
Helping
Heroes
Becky Ash went to the Help for Heroes
(H4H) office in London to catch up with
Marcus O’Shea, Head of Brand Partnerships,
to find out more about the Charity’s
licensing program and see how the brand
values will be translated across categories.
Given that this interview took place
before Christmas, Marcus pointed out
NOT FOR PROFIT
Help for Heroes, the charity dedicated to
helping anyone wounded while serving in the
British military, successfully showcased itself as a
brand ready for extension at BLE 2015,
and outlined its strong ethos and
values around licensing to
Total Brand Licensing
that over 6,000 stocking fillers had been
hand-wrapped by volunteers – many of
them representing the Charity’s corporate
partners - to be sent to wounded, sick and
injured Servicemen and women and Veterans
– bringing home the fact that Help for
Heroes is an extremely ‘hands on’ charity.
Delivering a national network of ongoing
Marston’s Ale developers: (L to R) Veterans Pete Dunning, Simon Brown and Baz Whittingham
with Innovations Brewer, Genevieve Upton
support for the wounded and their families,
H4H estimates that tens of thousands of
Servicemen and women may need support
in the near future. The Charity believes
that anyone who has served their country
deserves the very best support.
Commented Marcus, “It’s not about the
rights or wrongs of war, we just want to
help and the British public are with us
wholeheartedly. It’s about encouraging people
to live the very best life they can lead,
through learning a new trade or taking part
in sport - which is often very important to
people who have been in the Armed Forces
- with the support of our brand partners we
are helping rebuild lives.”
While there has been a long-running brand
and licensing program, Marcus and his
team were brought on board to fine-tune
this, and to work with carefully selected
partners who reflect the Charity’s ethos.
“Our debut at Brand Licensing Europe
2015 was a fantastic way to introduce ourselves
to the licensing industry, as a credible
and ready partner. We couldn’t have anticipated
how strong and positive the reaction
would be.
THE BIG INTERVIEW
Mary Berry, queen of The Great
British Bake Off, talks exclusively to
Becky Ash at Total Brand Licensing
about her success, her brand, and
what makes her happy.
INTERVIEW
Let Them
Eat Cake
You are obviously a household name in
the UK. How have your recent activities -
such as The Great British Bake Off, really
cemented your image and brand in people’s
minds?
Yes, I am immensely grateful to the opportunities
being a judge on The Great British
Bake-Off has brought to me and continues to
bring to me.
Where did it all begin - did you always
know you wanted to do what you do?
I always liked to cook and had a passion for
food. After a Cordon Bleu cookery school in
Paris, I went on from there to work for the
Bath Electricity Board Showroom.
I also so enjoy teaching. My role on GBBO
combines all of these. Plus I get to work with
Paul, Mel & Sue who I adore.
TOTAL BRAND LICENSING
BY JEFF STOLLER
Why Brand Licensors
have so much in common with
Shopping Mall Developers
It’s often easier to identify someone else’s
problems and suggest solutions than to
do the same for ourselves. Analogies can
sometimes help us see things more clearly.
So, we’ll look at shopping malls,
something with which almost everyone
can relate. In fact, many brand licensors
could learn something by spending more
time at the malls.
Imagine you are the developer of a
shopping mall. One objective is to find
an anchor tenant. The anchor tenant’s
presence serves to attract other tenants
who, when all tenants are taken together,
make the mall profitable and maximizes the
value of the property as a whole.
A prospective tenant (other than the anchor
tenant) would already have a concept
for the business to be operated in your
mall. That concept, if well thought out,
would include a target audience that may
be young or adult, conservative or liberal,
affluent or not, and possesses a variety of
other socio-economic characteristics which,
TOTAL BRAND LICENSING
alone or in combination with others, define Moreover, the tenants who lease space in With the players identified, the analogy
that target audience. It is important to the your mall can either contribute to and runs like this:
tenant to know whether your mall will, reinforce - or detract from and conflict
by the nature of the other tenants and the with - the image and target audience you 1. Just as the value of the mall is
promotion of the mall, attract the tenant’s desire. The image of the mall, as a whole, maximized by targeting a distinct
target audience. The tenant who is wise is increasingly important as developers audience and creating a definable
enough to ask such questions will also want advertise their malls wherein they
image, so the value of your brand is
to feel confident that whatever approach indicate some of the tenants which, not maximized by understanding and
is taken by the developer will remain coincidentally, all appeal to the same target projecting a clear image to your target
consistent not only throughout the mall audience -- whether it is an upscale mall audience. A mixed or confusing image
but also over time.
such as the Aventura Mall or a
can hurt the value of your brand.
massive outlet center such as Sawgrass
Imagine if you had no concept for the mall Mills (both in the Miami area).
2. Just as the goal of the developer is to
other than to lease as much space as fast as
maximize the overall value of the mall
possible to anyone willing to pay the rent. The value of the mall will more likely be as opposed to the short-term goal of
In the short term, leasing to anyone who maximized by being fully leased by tenants leasing to anyone who can pay the
would agree to pay the rent might result (a) whose audiences are compatible, and (b) rent, so the goal of the brand owner
in many leases being signed and deposits that can complement one another within a should be to maximize the value of
being taken. Cash flow might look very consistent image promoted to the public. the brand as opposed to licensing to
good for a short period. But, without a
anyone who will pay a royalty.
cohesive image and plan, you could end What does all this have to with brand
up with Cartier next to Chuck E Cheese, licensing? Let’s make a few substitutions in 3. Just as tenants who feel “out of place”
Ace Hardware next to Home Depot, and our presentation:
in the mall will leave (e.g., an expensive
an adult video store next to a Christian
jeweler may leave if surrounded by
Science library. With such a disparate mix Instead of owning a mall, for which you discount retailers), so licensees who
of tenants, your mall and the tenants may want to maximize total value, you own a deliver a high-end product will likely
not attract sufficient business for those brand.
feel out of place if other licensees are
tenants to stay open and continue to pay
producing low discount goods and vice
rent. So, what looked impressive in the The anchor tenant that attracts the other versa; contributing to the difficultly of
short term will be detrimental in the long tenants is the principal product or service getting new licensees.
run as the mall starts to lose one tenant upon which the essential value and concept
after another.
of your brand is based or, at least, related 4. Just as the space in your mall can be
(e.g., if you were a famous musical act, the more desirable and command higher
Consequently, an important decision you “anchor tenant” would be your music). rents when the developer does more to
will make is assessing your mall’s target
promote the mall to attract customers
audience and deciding what type of tenant The tenants who are attracted to the mall for all the tenants, so the willingness
you will try to attract in order to appeal to by the anchor tenant, the concept of the of prospective licensees to pay a higher
your desired target audience. You would mall and what you do to promote the mall royalty will increase as the brand
likely not say to two leasing agents, “You are the licensees of your brand.
owner promotes the brand to attract
each lease half the space, and I don’t care
customers for them all.
who you lease to.” First, they might each
lease to different types of tenants appealing
Therefore, when developing a licensing
to a different target audience than you
program, the principal goods or services
wanted. Second, the tenants may directly
associated with the brand can be thought
conflict or compete with one another --
of as the anchor tenant and your goal, as
including the anchor tenant -- as a result
a licensor, should be to fill your “mall”
of the lack of communication, cooperation
with tenants (licensees) who are consistent
and coordination. In fact, many tenants
with your desired image and target
would reject your mall simply because you
audience, and who can, with your direct
have no clear concept for your mall and the
participation, be co-promotive of one
tenants, and they are unwilling to commit
another and the primary goods or services.
their resources and reputation to such an
unknown environment.
BRAND NEWS
BRANDED PRODUCTS FROM UK’S EDEN PROJECT
COLD STONE CREAMERY
The Eden Project in the UK is extending candles are made from natural wax, with The Brand Licensing Team agency recently
the reach of its renowned brand through ingredients that are both sustainable and announced that it has been chosen to represent
Cold Stone Creamery for licensing in
the development of a new range of licensed kind to the environment. The candle vases
products.
are made from recycled glass, with recycled food and beverage categories.
The Cornwall-based project, recently paper and cardboard used for labels and Cold Stone Creamery serves super-premium
ice cream, shakes, smoothies, cakes,
named the UK’s greatest landmark for packaging.
the 21st century, has teamed up with IPR Eden has also collaborated with Franchi and cupcakes in over 1000 stores in the
Licensing.
Seeds to launch a new seed range, inspired United States. Brand Licensing Team will
The aim is to create a range of high-quality by plants from the Mediterranean Biome. leverage Cold Stone’s flavors to offer other
licensed products under the Eden brand, In the heart of the Biome, Eden’s toprated
Mediterranean Terrace restaurant is consumers in retail grocery, mass and club
unique food and beverage products to
enabling the project to take its message to a
wider audience.
surrounded by herbs and vegetables grown stores. Some of the categories that BLT will
Eden’s Commercial Manager Tracey Smith from Franchi Seeds. This regional range pursue include hot cocoa mixes, confection,
said, “This is an exciting moment for has been carefully developed with the Eden desserts, baking mixes, and yoghurt.
Eden as we look to extend our good name Project and comprises best sellers complemented
by some hard-to-find traditional
through a range of very fitting products.
With their experience and impressive reach, varieties. The collection of thirty two seed
IPR are the perfect partners in this new ranges comprises eight flower, four herb
venture.”
and twenty vegetable and salad varieties.
Sarah Dixon, Joint Managing Director of Launched in early spring initially at Wyevale
and RHS stores the range has been very
IPR Licensing, said, “It is great to be working
with such a well-known and dynamic well received with strong sales.
brand as Eden. The initial focus is on In addition, Somerset Cuisine has developed
a range of Eden handcrafted jams,
licensed food, home and garden products,
with some core licenses already signed and cooked in the traditional way in small
more under discussion. Among the first is a batches in a copper pan. Each jam tells its LMCA APPOINT NEW
new range of candles from Heaven Scent.” own story and the jars come with collectable
lids and peel off stories and recipes. SHANGHAI
LICENSING DIRECTOR IN
The Heaven Scent range, including candles,
reed diffusers and room sprays, features 12 Already available through the Eden retail In support of its rapid international growth,
fragrances inspired by Eden’s Rainforest store, the Eden jam range is attracting the LMCA has appointed Elliot Chen as director
of licensing, located in the company’s
and Mediterranean Biomes and Outdoor attention of mainstream retailers with plans
Gardens and was launched to the trade at to launch in early 2016.
Shanghai office. Chen reports to George
Autumn Fair in September.
All licensed products are available through Williams, managing director, LMCA Asia.
Heaven Scent’s environmentally-friendly the Eden Project retail store.
Williams said, “We are excited to have
someone of Elliot’s stature and experience
join the Firm. His addition, as director of
licensing, affirms LMCA’s commitment
to ensure that our current and new clients
continue to receive the very best and most
timely professional licensing services.” Allan
Feldman, LMCA CEO added, “Elliott’s
wide ranging capabilities … as deal maker,
a merchant and a truly global business executive
… will make him a strong addition to
the team.”
Prior to joining LMCA, Chen was with
Suning, China’s largest appliance and
consumer electronics chain. There, he held
a number of key positions focused on product
development, management, sourcing
and retail business development.
BRAND NEWS
PAN AM PROGRAM EXTENDS REACH
NON-VIOLENCE PROJECT
Pan Am was probably the most famous and with material for lifestyle products available APPOINTS V.I.P AG
successful airline of all times. Memories of in Europe.
The Non-Violence Project Foundation
the start of the jet set era and the glory days Today Pan Am branded products include (NVP) has appointed the Hamburg-based
of air travelling took Pan Am to the cult apparel, accessories, luggage, home deco agent V.I.P. Entertainment & Merchandising
AG to become its world-wide mar-
brand status it has today.
and even a Pan Am branded limited
The iconic Pan Am world ball is still a edition of a Rolex GMT Master. Licensees keting arm for the Knotted Gun, NVP´s
masterpiece of logo design and inspires include companies such as TCC, Bioworld, well-known symbol and image for peace
even generations, who where hardly born Logoshirt, Schmidt Spiele, Flug-Zeug and and non-violence.
when Pan Am ceased operations back in the Italian beach wear label St. Barth, who NVP was created in 1980 by Swedish artist
1991.
will launch a Pan Am inspired beach wear Carl F. Reuterswaerd, as a tribute to John
The Pan Am airline heritage combined with collection to capture the jet set feel for Lennon after his assassination.
today’s fashion, makes for a perfect fit for summer 2016.
This unique symbol is located in front of
ranges of Pan Am products. Pan Am stands As lifestyle is a key driver in today’s the UN Headquarters in New York and
for a cosmopolitan way of life, design, licensing business, especially when targeting other sculptures are featured at more than
glam, innovation and vintage all at the adults, Licensing International is planning thirty strategic public locations around the
same time. Taking advantage of the brand to move the range of Pan Am products world.
potential, Hamburg-based licensing agency still further towards contemporary ranges Numerous celebrities, artists and young
Licensing International has developed, that reflect the brand’s value, potential and people have painted or decorated their own
together with the brand owner, a Pan Am style, for example shoes, specialist apparel, version of the Knotted Gun and donated
licensing program including a style guide stationery, writing instruments and more. it to NVP, among them are Muhamed Ali,
Michael Ballack, Guianluigi Buffon, David
James, Nico Rosberg, Sir Paul McCartney
and Yoko Ono, to name but a few.
V.I.P. has now been appointed to market
limited editions of such sculptures and high
quality prints of these interpretations to
raise funds for NVP´s charitable work.
NVP is a Swiss-based non-profit organization
with a mission is to inspire, motivate
and engage young people to understand
how to solve conflicts peacefully.
Since 1993 NVP has trained almost seven
million kids, students teachers and sport
coaches on five continents the values of
self-esteem, non-violence and conflict
management. A total of 50 million US$
has been invested in violence prevention
programs.
TRANSPORT FOR LONDON EXPANDS PROGRAM
Transport for London, the organization that is in charge of London’s transport system, is
looking to develop and expand its licensing activities beyond the UK.
TfL already has a significant licensing program in place in the UK that covers ranges from
souvenirs to fashion. Now the group is looking to build overseas with the help of licensing
agents. The organization, in association with the London Transport Museum, manages an
archive of thousands of historic documents and icons. Among these are the Underground
Roundel logo, the Underground map, the family roundels, more than 6,000 graphic art
posters, more than 200,000 photographs, fabric designs, a film archive, the Johnston font,
architectural and engineering drawings and a canteen archive.
BRAND FINANCE
Understanding the impact of
Alphabet on
Google’s brand
By David Haigh, CEO,
Brand Finance
Google has a brand worth $76.683 billion, The more interesting question is what the The restructuring paves the way for further
making it the World’s third most valuable impact will be on Google’s image long term. subdivision to allay anti-trust fears and also
after Apple ($128 billion) and Samsung On the one hand Google Fiber and in particular
Google X suggest to consumers that contained within that business rather than
means that legal issues of other kinds can be
($82 billion), according to brand valuation
and strategy consultancy Brand Finance. Google is at the forefront of technological tarnishing the entire company.
That means that the recent announcement innovation, continually relevant and more
of Google’s restructuring and the introduction
of the Alphabet brand, though seem-
branding from them will reduce this halo part of the company is dragged through the
than just a search engine. Remove Google’s That point plays into branding too, if one
ingly superficial, could have major financial effect. Apple’s mono-brand approach has mud, the risk of contagion is lessened if it is
implications. Brand Finance CEO David clearly served it very well, creating better branded differently. Google has often been
Haigh gives his view on the likely impact. recognition of services and interlinking of hoisted by its own petard over the ‘do no
messaging. Google seems to have decided evil’ slogan, critics won’t be able to do the
“In the short term, Google’s brand value will that something closer to a ‘house of brands’ same to Alphabet or its non-Google brands.
drop marginally as revenues from some of approach suits it better. YouTube and Android
are already major parts of the com-
Overall it is a sensible move that will see
the smaller branded businesses are rebranded
to Alphabet or, more likely, are given independent
identities. However these make creation of Alphabet suggests this approach short term but probably grow faster and
pany not bearing the Google name. The Google’s $77 billion brand value dip in the
up only a very small proportion of overall will be expanded.
more sustainably in the longer term. We
revenues so the impact is unlikely to be that
may also now see the emergence of a stable
significant.
The rationale for this may be more based of new brands from Silicon Valley entering
on managerial and legal concerns than on the upper echelons of Brand Finance’s brand
those of branding. Our view is that the new value league tables in the next few years.”
structure is a step in the right direction in Brand Finance is the world’s leading brand
managerial terms, allowing the constituent valuation and strategy consultancy, with offices
in over 20 countries. We provide clarity
businesses to work towards their particular
goals in a more focussed way.
to marketers, brand owners and investors by
quantifying the financial value of brands.
From the legal point of view, Google is attracting
more and more negative attention, market research, visual identity, finance, tax
Drawing on expertise in strategy, branding,
whether as a result of lack of transparency, and intellectual property,
invasion of privacy or anti-trust concerns. Brand Finance helps clients make the right
Under the new structure there is likely to decisions to maximise brand and business
be more information about Google’s revenue
streams, improving its accountability ing and finance.”
value and bridges the gap between market-
to shareholders and appeasing regulators.
MARKETING COMMENT
Kanye West: The Brand
By Jacques De Cock, Spokesperson for the London School of Marketing
At the 2015 VMA’s, Kanye West was ests. He is a designer, a rapper, a manager
presented with the Video Vanguard Award, and artist. He’s even developed his own
MTV’s equivalent of a lifetime achievement
award.
become as much an “establishment” as a
currency in the form of Bitcoin. Kanye has
This is recognition that the rapper thoroughly
deserves, not only for his musical Kanye has shown his appeal across virtually
rapper can possibly be.
achievements but also for how he has become
a staple of US marketing and estab-
Bud, American Airlines and Dodge cars.
all major US brands including Pepsi, Nike,
lished himself as one of the most influential Most of his associations have proved successful
both for Kanye and for the brands. many celebrities that Justin Bieber had to
celebrities on the planet.
West has become an ubiquitous brand for In addition Kanye has also developed links sit on the second row. This shows just how
many leading players to collaborate with, with non US brands such as Louis Vuitton influential the ‘Yeezy’ brand is.
namely of late Adidas. But how has this between 2009 and 2011 and in 2013 with This broad coverage is associated with his
highly egotistical star created appeal over Adidas, initially for a shoe range that is outspokenness and no compromise attitudes.
On paper, the rapper wouldn’t seem
the mass market?
rumoured to be extended to a full clothing
In his early career, Kanye was not the loudmouth
we love to hate today. He spent his His 2015 fashion show in NYC had so His bold claims like “I am greatest living
range in late 2015.
a safe bet to sponsor your brand.
time developing key relationships with the
rock star on the planet” and “you should
greats of R’n’B and hip hop artists, working
only believe 90% of what I say” and erratic
with Jay-Z, Beyoncé, Alicia Keys and Janet
behaviour that consists mainly of storming
Jackson. He had his eyes on the prize
onto stages to steal the limelight are unsafe
from the very beginning and knew it
to have associated with a brand, but the
was not what you knew but who you
risk pays off.
knew that would get him to the top.
Interestingly in terms of numbers,
This and his marriage to Kim Kardashian,
arguable one of the most
Forbes Celebrity 100 top earners
Kanye West has dropped out of the
famous women on the planet,
2015 with what seems like paltry
have earned him the crown of
earnings of $18m compared to
celebrity royalty.
his wife, no 33 in Top Celebrities
Their wedding demonstrated
with $52m in earnings. But this
how Kanye’s real life is a piece
doesn’t damage he rapper at all, if
of marketing fodder, with the
anything coupled with his wife’s
Vogue cover featuring the couple
generating a record number
ble the branding power.
influence, he has more than dou-
of sales and the Instagram
Whatever Kanye turns his
snap of the pair of the
hand to; you know worldwide
media will cover it.
newly-weds reaching
nearly 2.5 million likes.
Whether it’s fashion designing
or even running
He is in demand
across the board
for president in 2020,
and has
he will be there with
various
a mic in his hand
business
making the
inter-
boldest claims
to get the
headlines.
The magazine 100% devoted to brands and brand extensions
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SUMMER 2015 | VOLUME 2 | NUMBER 1
A TOTAL LICENSING GROUP PUBLICATION
FALL 2014 | VOLUME 1 | NUMBER 2
A TOTAL LICENSING GROUP PUBLICATION
SUMMER 2014 | VOLUME 1 | NUMBER 1
A TOTAL LICENSING GROUP PUBLICATION
THE BUSINESS OF BRAND LICENSING EXCELLENCE
THE BUSINESS OF BRAND LICENSING EXCELLENCE
FALL/AUTUMN 2015