In his book, Beanstalk Co-founder and Chairman Michael Stone positions brand licensing in the context of today's communications and retail landscape and how it can be an effective tool to connect brands and consumers and thereby drive purchasing.
Stone discusses the benefits and risks of licensing, how to avoid pitfalls, and the nuts and bolts of strategy development and program management. Every chapter features case studies and illustrative examples of brands that have used licensing effectively, with a variety of objectives.
The Power of Licensing is essential reading for any savvy marketing professional. Read an excerpt from The Power of Licensing here.