Tuesday, June 17, 2014

Day 1715 - Licensing University

Today Derek and I go to school.

We're in Vegas for the 2014 Licensing Expo to see what opportunities there might be for licensing Cheer Chick Charlie.  But before we can start scoping the scene and chatting to people about possibilities, we must first work out what licensing actually is.  So we start our "Licensing University" classes today and will continue for the next four days.  Brain drain alert!

Classes include:

  • Basics of licensing
  • Basics of international licensing
  • Basics of licensing law
  • From Good to G'RATE: royalty rates
  • Why digital is disrupting the licensing industry
  • Protecting the brand (compliance)
  • Working with agents and consultants
  • Understanding social media
  • Smart design
  • How retailers and licensees look at licenses
  • Navigating the financial relationship
  • Basics of art licensing
  • What to do when things go wrong
  • Winning retail presentation strategies
  • What's a celebrity worth
  • Anatomy of a licensing agreement
  • Royalty audit and contract compliance 
  • Reinforcing brand equity with customers
  • Strategic brand management
  • Advanced licensing strategies
  • How to maximise the effectiveness of intellectual property through promotions
  • Reaching the "You Tube" generation
So as you can see we'll either be brain dead by the end of this week, or fabulously fresh and excited about our new found wisdom. 

In the midst of it all there is a super duper session with Nicole Ritchie on her experiences in creating her own brand "House of Harlow".  I am really looking forward to that one. 

So with all that said, it's time to get this show on the road.  We've packed our lunch (no seriously, we have), we've got our school bags (well, mine is a nice little resort style basket) and we're on our way to school.  

I wonder if we'll get any homework?  

Oh yeah, that would be applying it all to the Cheer Chick Charlie brand. That's a pretty major assignment.


  1. This comment has been removed by the author.

  2. Mind boggling to think of what you will be learning, but pretty exciting too! Good luck!

    Hello from #teamIBOT

  3. Wow you do get around! So much to learn I bet :)


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