|
THE BEANSTALK GROUP AND HALL & PARTNERS CREATE
PROPRIETARY TOOL TO MEASURE LICENSED PRODUCTS IMPACT ON BRAND
NEW YORK, June 28, 2007 —
The Beanstalk Group, the world?s leading strategic brand licensing
consultancy, today announced they have been actively working with
acclaimed research consultancy and sister Omnicom agency, Hall
& Partners, to create the licensing industry?s first tool that
measures licensing-generated impressions as well as the overall
impact licensing programs have on a brand?s equity. The tool,
which will soon be in beta-testing with select Beanstalk clients,
will be rolled out later this year.
?We have long subscribed to the familiar notion, ?what gets measured gets managed,? and as such, keenly recognize the need for licensors to actively analyze the impact of licensed products on their brand,? said Michael Stone, CEO and President, The Beanstalk Group. ?As licensing programs continue to become more sophisticated, complex and strategic, there is a greater emphasis on program management and this proprietary measurement tool will significantly aid in that endeavor. We have chosen the highly regarded Hall & Partners to work with us to carry out this vital research and demonstrate the power of licensing?something we all know intuitively, but as an industry have yet to prove analytically.?
Over the last few years Hall & Partners has been conducting some pioneering work looking at how different media disciplines work (PR, sponsorship, DM, viral, etc.) what makes them unique and what they share. ?We are always striving to help our clients build stronger brands by understanding the impact of various strategies. Licensing is an important piece of the puzzle for many brands and it?s vital that clients can measure this contribution? said Chris Hubble, CEO, Hall & Partners USA.
The new tool will quantify for brand owners not
only the number of impressions, but the quality of these impressions,
whether they have a positive impact, and whether or not they bring
new equities to the brand. The tool is designed to evaluate all
of the various ways that licensing efforts can impact brand equity
- rational perceptions around the brand, a strong emotional bond
and a sense of momentum and category leadership. The ultimate
goal being to understand the impact on commitment to the brand
and choice in the product field.
# # #
About The Beanstalk Group
The Beanstalk Group is the world?s leading brand licensing consultancy. Beanstalk extends brands the smart way through careful, strategic, and creative development of licensed products. The company works with blue-chip brands and other high-profile clients to leverage licensing as a strategic tool to enhance brand awareness, increase consumer touch-points, and generate revenue. Beanstalk also works with manufacturers to help identify and acquire compelling brands and properties to help them gain competitive advantage in the marketplace.
Beanstalk is the licensing agency of record for 35 world-class
brands including Harley-Davidson, AT&T, Ford Motor Company, Mary-Kate
and Ashley, and The Andy Warhol Foundation. Beanstalk has developed
more than 4,000 brand extensions in every major product category,
resulting in more than $3 billion in retail sales in 2006 alone.
Headquartered in New York and London, Beanstalk?s global reach
includes offices throughout the world. For more information, please
visit www.beanstalk.com.
Beanstalk is a part of Omnicom Group Inc. (NYSE:
OMC) (www.omnicomgroup.com).
Omnicom is a leading global advertising, marketing and corporate
communications company.
For more information please contact:
Lindsey Schiffman
The Beanstalk Group
lindsey.schiffman@beanstalk.com
Tel: (212) 303-1142
|
